In today's marketing world, rapidly evolving technology and consumer habits are driving businesses to maintain the latest trends and innovations in real time. To meet the demands, marketing teams across all industries must continue to innovate with new tools to achieve their business goals.
Newsweek The AI Impact Awards recognize companies from 12 industries that employ AI tools to improve both the internal and external operations of their businesses and clients. The 38 award winners were selected by a panel of AI and subject matter experts. The award celebrates the practical use of AI to solve real problems and bring measurable impacts and outcomes.
Regarding the AI Marketing category, the top three companies demonstrate that AI tools can help them grow superiorly for internal and external clients and partners in various aspects of the marketing process.
Extreme network
Extreme Networks is not a marketing company, but has been using AI technology for many years to streamline internal workflows and make teams more productive. The company is the winner Newsweek Winner of content creation awards for AI Marketing, Best Results, Internal Sales and Marketing AI Tools, Marketing Tools to streamline workflows and make your team faster and more productive.
Network Infrastructure and Management Solution Company provides services that connect devices, applications, and people to 50,000 customers worldwide using machine learning, AI, analytics and automation. Clients include Liverpool FC, Florida Gulf University and MGM Music Hall at Fenway Park.
“Our mission is to connect people with the latest and greatest networking technology. Newsweek In an interview.
Kumar said the sales and marketing teams are flooded with data and they need to do their work faster “without being buried in endless resources.”
“Website data, competitive information, internal information [requests for proposals] What we have published for many customers – all of which have a great nugget of knowledge and wisdom that we want to have access to the whole population of sales and marketing.
The AI tool integrates the entire Extreme Networks document library into a conversational AI interface called the Extreme Sales AI Assistant. This provides accurate and summed answers, increases productivity, significantly reduces daily tasks from hours to minutes, and allows sellers to follow the company's application to focus on working with customers.
Kumar said Newsweek The company has been working towards a “use-case-centric approach” that identifies high-value use cases within the organization and ensures there are measurable returns on investments.
AI is also trained on competitive intelligence. “We will provide all sales and marketing team members with 20-year industry veterans in their pocket, armed with all the right answers,” according to the company's application.
With the new AI implementation, Extreme Networks reports that at least 60-120 minutes of work per week have been saved, generating 90% accuracy time to produce RFPs on average for 2-3 hours.
Kumar said that after seeing such a significant improvement in productivity within the sales and marketing team, Extreme Network has begun rolling out internal tools to partners in the past few quarters.
“We've already heard rave reviews from our partner team,” she said. “This is different from what we see from a competition, as this tool gives immediate access to customer case studies.”
Extreme Networks is also committed to building better, more accurate AI tools by increasing the number of users and expanding the knowledge base and quality of the tools. With these advances, Kumar ensures that extreme networks are “AI-driven but human-driven.” Kumar said all information is being asked to be accurate by real people before they appear in the client, and her team “is not blindly following what AI is spitting out.”
“I feel like AI makes marketing more human,” she said. “Marketing as an organization is very customer-centric. We have both internal and external customers. This is an example of a tool that can help us serve our customers 24/7, giving us extreme customer-centricity. [and] I'm excited about the possibility. ”
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BB Clark + Mailer
Beeby Clark + Meyler (BCM) is a full-service digital advertising agency that helps clients grow their business using AI products. They received Newsweek Best results, consumer targeting, and awards for personalization.
As the marketing industry began to change over the past few years, especially with the rise in zero-click searches, BCM's performance media director Max Cammarota has seen fewer revenue growth opportunities for agents and companies. Newsweek In an interview.
“There [are] All of these channels will expand to places where they can effectively reach their audiences, but production costs and scalability are definitely a challenge for many clients and many businesses in general,” he said. To win that game, we identified [that] To do that, you need a lot of diverse creatives. ”
That's when BCM began deploying Ventas AI.
A growth engine powered by AI, Ventas AI uses creative and analytics to promote deep learning and train algorithm-driven media platforms to deliver more advanced return on investment (ROI) for advertising campaigns at a higher speed, according to the company's application. The tool identifies and transforms the right customers at the right time through personalized audience segmentation and creative optimization. This reduces the cost of acquisitions for marketers.
“The mission of Ventas AI is to constantly grow client business and client revenue,” says Cammarota. “We didn't want this to be a façade. We wanted it to really affect it and actually work.”
Ventas AI's Prelaunch Optimization allows businesses to make data-driven decisions before their ads are published, providing predictive analytics that grade and rank each ad. You can also scale and test multiple versions of your ads to provide insight into which one performs the best execution, scans the ads in real time, and which elements drive the best results.
“We see very strong KPI improvements on the platform itself,” says Cammarota. “And as we were expanding to more channels and improving our progressive reach, we are measuring through incremental testing that actually tests the growth of business revenue from our clients.”
He said that with reduced costs per click and increased click-through rates and revenue growth, clients can unlock more channels and reach new users. BCM has also seen a 100% retention rate since the development of Ventas AI, Cammarota added.
Looking ahead, BCM “barely hurts the surface,” Cammarota said.
“If we solve this problem with smart, scalable and diversified advertising, the market will catch up soon,” he said. “So, what we're aiming to do now is how to really take smarter and scalable ads in multiple different formats, including long formats, video, UGC, audio, and more, to bring offerings from ahead of that market.”
clinch
The third winner of AI marketing is Clinch. This was awarded program marketing, the best result. Clinch uses the Agent AI platform for omnichannel advertising, known as flight control, for clients such as Hyundai, Kroger, MasterCard, Sephora, and Mattress Firm.
Last year, Clinch introduced a copilot of flight control, a virtual team member with AI that behaves like a fleet of experts who guide each step of their ad campaign workflow to users, according to the company's application. It provides insights and recommendations to automate processes and get the most out of your campaign. It helps you build strategies, access account details, help you creatively support and provide analytics.
Advertisers enter campaign goals, KPIs, and audience details, and Copilot transforms that information into a visual, interactive decision tree that allows for the implementation of instant strategies.
CEO Oz Etzioni said Newsweek In an interview where Clinch identified industry issues, most companies focused on media and audience building, ignoring the creative side.
“The whole industry is really about performance. … There are KPIs you're trying to achieve and you want to see measurable results,” he said. “If you manage only two and ignore the third, there's no one big variable that actually affects 60% of the results.”
Etzioni said the company has evolved to use Agent AI to better make media, audiences and creatives better. Brands using Copilot reported on average a 75% reduction in the resources needed to manage their campaigns, Clinch said in its application. This freed them to focus on strategy and innovation rather than time-consuming execution.
“Efficiency is increasing by about 80% across the creative production process,” Etozioni said. “When everything is automated, it saves all human error and the frustration of people who have to do it manually. Automation always makes people happy in a way.”
He added that it is a truly exciting time for the industry, with the speed at which technology evolves and trends occur, and the speed at which “everything that happens in the world affects the advertising industry.”
“For us, being recognized for innovation and pushing envelopes up with AI is a testament to everything we believe in. [because] That means we're doing the right thing,” he said. “The worst thing for us in our company is stagnating. We're constantly building and evolving, and awards like this mean that we're doing things.”
Many of the AI Impact Award winners are NewsweekThe AI Impact Summit will be held later this month. The three-day event sponsored by Cognizant and Google Cloud will be held in Sonoma, California from June 23rd to 25th, bringing together diverse leaders through industry and expertise to share insights on how organizations can most effectively implement AI and achieve their goals.
To see the full list of AI Impact winners, visit the official Newsweek AI Impact Awards page.
Newsweek Continuing conversations on meaningful AI innovation at the AI Impact Summit from June 23rd to 25th in Sonoma, California. Click here to follow us on our live blog.
