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The AI revolution in marketing, Marketing & Advertising News, ET BrandEquity

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<p>Representative Image</p> <p>“/><span>Representative Image</span><br />When Meta, formerly known as Facebook, changed its name, people went bananas with excitement. We’ve come a long way in technology since that rich dude launched his car into space, just for funsies. So naturally, everyone was hyped up for the next big thing. The term “metaverse” was thrown around like confetti, but to me, it always seemed a bit gimmicky, like a new flavor of LaCroix. And let’s be real, the pace of technological growth has been so rapid that some people have lost touch with reality altogether. </p> <p>But wait! What about good ol’ Artificial Intelligence? It’s been the cornerstone of every new advancement in tech, the backbone that holds up the shiny new toys like Augmented Reality and, yes, even the metaverse. So it’s about time that big tech started focusing on the basics and realized that AI is where it’s at. </p> <p>Microsoft’s $10 billion ChatGPT project and Meta’s layoffs from their metaverse endeavors are proof that the market leaders are switching their bets and doubling down on AI. And now, a flurry of AI-powered app and web-based tools are popping up faster than mushrooms after a rainstorm. Brands are not only delivering metaverse showrooms and experiences, but they’re also adopting generative AI technology to deliver engaging and magical campaigns. </p> <p>I firmly believe that an ideal experience through AR or the metaverse can only fully be fulfilled once the technology can tap into every human sense and emotion to be able to truly deliver on their promise of an immersive experience. And that, my friends, is where AI comes in. So let’s unlock all the avenues and reach for the stars! Or at least, the metaverse.</p> <p>As an entrepreneur steering the tech & growth division of a cutting-edge, tech-driven ad company in the vibrant landscape of India, I’ve had a front-row seat to the AI revolution that’s turned the marketing game upside down. And let me tell you; it’s been quite wild, filled with twists and turns that, at times, have left many of us scratching our heads in wonder (and occasionally banging our heads against the wall). From data-driven insights that make our heads spin faster than a whirlwind to chatbots that have us wondering if they’re secretly plotting world domination, AI has brought positive shifts and some not-so-funny challenges to the marketing industry.Artificial intelligence (AI) has come a long way since its inception. It has become a foundational block in the development of new technology, including augmented reality, chatbots, and even the metaverse. But now, AI is making its mark on the marketing and advertising industry. It’s no longer just a tool used by tech companies and data analysts, but a critical component in delivering engaging and personalized campaigns.</p> <p>From H&M’s AI-powered chatbot that asks customers about their style preferences and suggests outfits based on their responses, to Amazon’s use of predictive analytics to recommend products to customers based on their past purchases and browsing history, AI has certainly revolutionized the marketing game.</p> <p>But it’s not just about personalized campaigns and predictive analytics. Nike’s “Reactland” campaign showed us the magic that can happen when we combine AI with human creativity. Using generative AI technology, Nike created an interactive game that allowed users to design their own shoes. The game collected data on the user’s preferences and used that information to create personalized ads featuring the user’s shoe design. The result was a highly engaging and personalized campaign that resonated with Nike’s target audience.</p> <p>AI isn’t just a fancy marketing buzzword – it’s actually making a big impact in the industry! it has unlocked new realms of creative possibilities. AI-powered content generation tools can analyse customer behaviour, optimise keywords, and create content that captures attention and sparks conversations. For instance, I’m sure I’m not the only one Zomato is trying to convince to order a coffee on a Monday morning! </p> <p>AI in Predictive analytics also uses complex algorithms to predict consumer behavior, almost like a crystal ball for marketers. And programmatic advertising is like having a personal assistant to buy and sell ad space for you in real-time. No wonder McDonald’s used it to target customers who are close to their restaurants – they must have known all along that we’re all too lazy to travel far for our fries!”</p> <p>Reading this, you might think I’m just a dude in the tech division obsessed with involving robots to replace humans. But don’t be fooled into thinking that AI is here to replace us humans. No way! Any AI will only be as capable as the person directing it. It’s like having a digital assistant in a brainstorming session, capable of bringing in fresh perspectives and unique angles (and occasionally throwing in some offbeat suggestions that leave us chuckling). </p> <p>In fact, it’s usually a collaboration between AI and human creativity that results in marketing masterpieces that captivate hearts and minds. With AI-powered content generation tools, we now have a content genie that grants creative wishes and inspires marketers with ideas that can prove disruptive with a creative leap by adding something that it lacks, a touch of human emotion.</p> <p>While there may be concerns about AI taking away jobs, in reality, it has created new opportunities and roles in the marketing industry. AI requires human input for creative decision-making, strategic planning, and understanding customer preferences. Human marketers can tap into emotions, tell compelling stories, and create meaningful connections with audiences, which AI cannot replicate. Safe to say, as long as computers aren’t able to feel and comprehend complex human emotions – we’re still very much in the driving seat.</p> <p>Therefore, my fellow marketing mavens, let’s embrace the partnership between AI and human creativity and continue to create marketing masterpieces that captivate hearts and minds. The future of marketing in India is undoubtedly exciting, with AI as our trusted ally in the quest for innovative and impactful campaigns. And who knows, maybe we’ll finally be able to tap into every human sense and emotion to deliver on the ‘metaverse’s’ promise of an immersive experience.</p> <p>P.S. – If you enjoyed reading this article, I recommend you use ChatGPT for your next one too. Creatively, of course.</p> <p><img decoding=

“That’s the only place in the company we’re really considering working with Microsoft and OpenAI, just because there’s a natural business integration there,” he told employees. He added that the company is “working on a companion that is more about all of our code and our internal documentation, built on our own infrastructure.”

  • Published On May 4, 2023 at 07:56 AM IST

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