Part 2 of our Eye on AI series details how marketers can free themselves from digital debt and leverage the power of generative AI to do more with less. Masu.
Business leaders say they are twice as likely to use AI to “improve employee productivity.” So what is the real potential of generative AI to improve marketer efficiency? And how can we get the most out of our everyday AI companions and help us accomplish more?
Drowning in digital debt
Digital marketers face a paradox. They must stay on top of daily emails, chats, and meetings while finding innovative and creative ways to deliver storytelling where their audience is most interested. Tools aimed at streamlining communication and increasing work efficiency are themselves creating information overload, with 68% of employees struggling with the pace and volume of their work.
Generative AI tools are poised to help extricate us from this digital debt. Ravleen Beeston, Regional Vice President, Microsoft Advertising UK, explains why: “AI tools are giving us back the greatest gift of all time: more time to do more strategic tasks, more time to experiment with different solutions, more time to spend with clients, more time to think differently and be more creative.” Time to do it.”
The data is clear: 85% of generative AI users say it helps them focus on their most important work, and even more importantly, 83% say it makes their work more enjoyable.
Integrate information and inspire creativity
Generative AI tools inspire marketers' creativity, increase efficiency and improve productivity. As James Thomas, Global Chief Technology Officer at Dentsu Creative explains, “It's another tool in the toolkit. We can leverage AI to lightning-quickly visualize ideas and concepts while the client is in the room. Before, that would have taken weeks or months.”
For example, when you specify a URL, Copilot by Microsoft Advertising Platform can generate ad copy recommendations or image-based assets based on your website's content.
Democratize business potential
Today's digital advertising landscape is overwhelming, with channels fragmenting and online consumer behavior rapidly evolving. Brands need to advertise across multiple devices and formats to reach consumers wherever they are, while accurately measuring results. For small and medium-sized businesses, which often deal with cost challenges, skills shortages, and competing priorities more acutely than larger enterprises, generative AI tools level the playing field.
For example, customers leveraging Performance Max Campaigns through the Microsoft Advertising Network can use generative AI to create multichannel campaigns across search, shopping, and audience placement to optimize conversions and maximize return on investment (ROI). can be converted into
In this sense, as Beeston highlights, generative AI will “fundamentally change the way companies operate, innovate, and engage with customers.” And those who shift their mindset from “humans vs. AI” to “humans vs. AI” will reap the benefits of its ability to democratize skills and capabilities.
Get the most out of your AI companion
Generative AI tools are just that: tools, and marketers need to learn how to use them properly to get the most value out of them. One of his methods is prompt engineering.
“You can give anyone a guitar…but that doesn't mean you know how to play it or know how to use it well,” Thomas says. It's exactly the same with AI tools. Workers need to learn how to unlock their potential. And a collaborative approach is key.
For example, dentsu Creative has built a global AI Center of Excellence infrastructure across the organization to build generative AI prototypes and full products while protecting client data.
But great collaboration is a two-way street, one that goes back and forth and builds on previous work. That's why Beeston concludes: “AI is not an autopilot, it is a co-pilot. It exists to augment human capabilities, not replace them. No matter the field or what you create, human input is essential.”
Check out Part 1 of the Eye on AI article series and stay tuned for Part 3, which explores the evolution of the industry and how AI is strengthening partnerships.