AI will transform marketing once again, but humans will continue to dominate as advertising becomes smarter and more effective. Today’s consumers are crammed with digital content on their mobile phones and exposed to thousands of mostly ignored advertisements. Most of them are poorly designed and executed, so they are rarely viewed.
AI makes marketing jobs more efficient. But while computers only act on what they have learned about the past, humans have the imagination to take leaps and bounds that cannot be recreated by programs. This becomes even more true when all teams are equipped with similar technology. This means that just as sensors have taken over toll collection, so will Tier II content, while Tier I content requires even greater intelligence to be competitive. Here are 10 small, comprehensible AI-based revolutions.
audio instead of link
Perhaps the biggest shift in marketing is the shift from links to spoken or written language as the primary means of human-computer communication. This will turn Google upside down and change the way consumer experiences are created. Right now we’re tapping half-sentences into the search bar, but in the near future we’ll follow the lead of all his sci-fi shows, mostly talking to machines and hoping they understand us. will come to do. This is the essence of Alexa’s leap from crude voice to deeper communication and interaction. This is where marketers need to rethink how they approach consumers.
video and audio creation
The production industry will be reshaped as much of what was previously generated through filming will now be imagined and created by AI from existing content. This affects everything from storyboarding to finished spots. Ask for a baby on a tire and voila. This can have the greatest impact on marketing production jobs and needs.
Connection of “people”
Perhaps the biggest change enabled by generative AI is that computers will be able to have deeper “relationships” with people. Creating a marketing character completely transforms from what you see on posters and videos to interacting and connecting with people on a terrifyingly deep level. People will turn to bots for advice on everything from who to trust, who to date, and what to buy. Think of these bots as dogs that can talk.
research and analysis
The AI runs a first pass through the databook probing hundreds of thousands of numbers. Humans still need to package the analysis to extract the most valuable insights, but AI hits 85% of his goals in record time. We are already using AI to interpret open-ended comments and analyze focus groups.
media purchase
Digital advertising is all about “exploration and testing,” and that’s where AI comes into play. Use predictive algorithms based on the performance of similar content instead of doing real tests. The system will be a combination of “test and predict”. Effective AI here requires much more data about consumers to match the right ad to the right person at the right time. We already have these technologies in place.
targeting
AI plays a similar role here, helping coordinate targeting on an automated basis. Computers can spot similar patterns, but they can’t derive insights in the same way that humans do, so they tend to be bad at targeting. Finding people with similar expired car leases is harder for computers to reason about than humans can more easily isolate that group as potential targets.
Content recommendations
Similar to social media and entertainment platforms, advertisers and marketers will be able to use AI to develop algorithms that recommend content. The largest companies will be able to run custom GPT on their internal data to create the best solution for their company. At Stagwell, we’re making smart his assets. It is an AI-based way to pre-test and classify assets that will revolutionize how assets are used.
Writing press releases
Stagwell’s PROphet product has already drafted a press release. The entire process is automated, from creating releases and social content to finding and pitching high-potential journalists. This makes media communications jobs much more efficient in their ability to get their message across to their clients.
automatic email creation
There will be a race between humans and machines to determine who can better craft messages for consumers. Computers do great work, but true excellence has always eluded them. And the effectiveness of AI-generated emails will depend on the quality of the proprietary data we have about people and how people have responded to content in the past. As with targeting, these processes are expected to be complex, with AI performing simple emails while crafty humans continue to generate Tier I content.
pitch automation
One of the things marketers love is using AI to create the basis for proposal documents. AI will be able to analyze your requests, dig deep into all your past pitch data, build the skeleton of your next pitch, and handle all the never-ending hassle of compliance. “My bot talks to your bot” is becoming increasingly real when fulfilling procurement requests so teams can focus on the “big idea.”
Next-gen AI here is a major development that has arrived almost unexpectedly to upend the way we use computing power, and the adoption of AI in marketing firms will determine the winners and losers of the next decade. There is a possibility.
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