Artificial intelligence (AI) is rapidly transforming the marketing landscape, but many marketers still wonder how to effectively harness its power. While some use AI to automate routine tasks and generate content, the real potential lies in solving the toughest strategic challenges. Brian Watroba, CTO of a large marketing company, believes that the leverage created by AI is proportional to the skills of its user.
Just as a skilled pianist can create a symphony on a Steinway grand piano, a skilled AI user can orchestrate a range of models to solve complex marketing problems. Different AI models excel at different tasks, from computing performance and logical reasoning to nuanced writing and creative tasks. By adjusting the “temperature” of each model, experts can control how creative or curated the results are.
However, most marketers are currently limited by their narrow focus on ChatGPT, one of several AI models. They mistake an inexperienced player for a broken piano, not realizing that the AI’s capabilities are constantly expanding. As AI becomes more and more sophisticated, the competitive advantage will lie with marketers who know how to ask smarter questions than their competitors.
For example, rather than measuring brand awareness, marketers should focus on mental availability—that is, whether their brand comes to mind in specific purchasing situations. AI can revolutionize traditional marketing strategy, which has long been a time-consuming and expensive process. By using AI for tasks like segmentation, targeting, and positioning, marketers can quickly test different strategic combinations and evolve their strategy in real time as market conditions change.
Despite the hype around AI, its true potential remains largely untapped. Those who master the symphony of AI will lead the future of marketing, while those who view it as overrated risk being left behind. The integration of AI into marketing technology (martech) is not just a passing trend, but a fundamental shift that is reshaping the industry.
The role of AI covers data-driven decision making, personalization and automation, thereby improving efficiency and customer experience.
Harnessing AI for Marketing Strategy
The data revolution complements these advances, providing marketers with the tools to process large amounts of information and extract valuable insights.
By 2025, the global data sphere is expected to reach 175 zettabytes, requiring the use of AI for effective data management. AI uses advanced techniques such as machine learning, natural language processing, and data mining to address these challenges. However, challenges persist for effectively managing and using data, including ensuring data quality, integrating disparate data sources, and managing privacy concerns.
Looking ahead, the potential of AI in martech is staggering, with innovations in predictive analytics, conversational AI and content generation set to redefine the marketing landscape. Companies that make AI a core part of their martech strategy will be better equipped to meet the demands of an ever-changing digital marketplace. Despite some hesitation, brands are increasingly adopting AI to improve their creative and operational processes.
A drinks giant’s AI remake of its famous ‘Holidays are Coming’ advert has been praised for its quality, while an ad shown at Cannes was created entirely using a text-to-video conversion tool cutting edge. Large companies are using AI to support a variety of creative efforts, from generating visuals to complement human-designed concepts to creating dynamic animal profiles for adoption. The operational benefits of AI are just as great, with chatbots capable of performing the work equivalent to that of hundreds of human employees.
Investment in AI by advertising agencies has been robust, with major companies pledging hundreds of millions for the technology. A Forrester survey found widespread commitment to generative AI among advertising executives, highlighting the industry’s recognition of the value of AI in improving ad accuracy and tailoring messages. However, concerns about AI persist, with many multinationals expressing concern about how their agencies are using generative AI.
Legal, ethical, and reputational risks remain significant concerns, and many clients still appreciate the human touch in storytelling. As AI continues to evolve, its potential to improve the creative and operational facets of advertising becomes more evident. Technology is poised to become indispensable for brands, allowing them to solve practical problems at significantly lower costs while maintaining the importance of human creativity in branding.
