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Triumphing with generative AI in digital marketing, ET BrandEquity

In the realm of digital marketing, where content reigns supreme, the prowess of Generative AI emerges as the key to unlocking innovation and gaining a competitive edge. No longer just a buzzword, Gen AI is emerging as a game-changing technology that has already entered the list of marketers’ priorities across categories.

At DigiPlus Fest 2023, organised by ETBrandEquity.com, marketers congregated to discuss the impact of Gen AI in digital marketing. The discussion was chaired by Krystyna Devina Lason, The Economic Times, who was joined by Pierre De Greef, Chief Digital Marketing Officer, Pernod Ricard; Eiti Singhal, CMO, VEGA and Payal Banerjee, Senior Solutions Consultant, Adobe.

Whether it’s generating content or implementing personalisation at scale, Gen AI empowers organisations not only to meet consumer expectations but also to establish innovative benchmarks for engagement and creativity.

However, Singhal shared that as brands navigate these technologies, it is crucial to consider their context and purpose. “While the applicability of AI is enormous, be it warehousing, dynamic pricing or personalised product recommendations to customers, the understanding of it is low.”

She further added the learning process for AI will continue to evolve and the true power of creativity for marketers resides in predictive sciences and leveraging data to grow business revenues.

Ahead of the ICC World Cup 2023, Royal Stag Packaged Drinking Water launched an innovative and immersive AI-led experience that empowered fans to create their personalised film featuring their favourite Indian cricketers. Behind the scenes, the campaign was powered by Gen AI and machine learning tools that created a personalised experience. The campaign garnered widespread attention and reached 18 million people.

Elaborating on the insights and challenges faced in the campaign execution, Greef emphasised that implementing this technology takes time and careful planning. “To create a campaign of this scale requires work on the backend to ensure a smooth customer experience. Moreover, it requires setting clear KPI’s, encompassing various aspects, including consumer feedback, market impact, sales, brand awareness, perception, consideration, and more,” he said.

The Indian market has been extremely proactive in implementing AI experiences on a large scale. Banerjee stated that the implementation of Generative AI and its transformation of the marketing function extends beyond the technology. “Transformation, in essence, involves three fundamental components: people, process, and platforms. People mean prioritising accessibility and making Gen AI user-friendly to simply its adoption. Further, streamlined adoption sets the stage for automated processes, reducing content creation time significantly.”

She explained that Adobe is natively integrating AI into all its products, thus simplifying adoption and becoming the ultimate co-pilot for brands to deliver personalised experiences at scale, automating repetitive tasks to crafting contextual messaging that resonates with the customers.

The panelists also touched upon the ethical concerns around generative AI and the need to establish policies and controls that guide the responsible use of these tools while still allowing for innovation and creativity.

Why generative AI is significant for businesses to gain a competitive edge

A recent Adobe research shows that Indian brands are yet to fully embrace generative AI. The Asia-Pacific analysis covered a sample of 5,027 consumers and 1,877 marketing and customer experience professionals.

  • Published On Dec 6, 2023 at 11:36 AM IST

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