Published 02/28/24
Proposed by Keysight Technologies
As 2023 draws to a close, no one can dispute that AI has dominated and disrupted every facet of our lives, and this trend shows no signs of slowing down in 2024. If you doubt the impact of technology, consider this: out of Wikipedia’s 84 billion views. received this year, the first page is ChatGPT, with 49.5 million views!
Research of McKinsey found that a third of organizations regularly use AI across multiple departments and 40% plan to increase their investments in the coming year. And according to Gartner, AI is more than a trend and is forever changing the way humans and machines interact.
Technology is transforming every aspect of marketing, from content to automating tedious tasks and analyzing vast volumes of data. Marketing has been inundated with AI tools, and as teams tackle them and attempt to navigate this new intelligent era, it has created a multitude of opportunities and challenges in the quest to optimize marketing. marketing strategies and efficiency gains.
With that in mind, let’s explore six predictions about the impact of AI on marketing in 2024 and beyond.
6 Predictions on the Impact of AI on Marketing in 2024 and Beyond
- Campaign Optimization
AI is disrupting every facet of marketing, and teams will increasingly integrate technology to help analyze data, uncover insights, and drive efficiencies, all with the goal of optimizing campaigns. Any organization that does not explore and test how AI can improve its marketing efforts will struggle to remain competitive.
- Copyright is in focus
Generative AI design tools are increasingly adopted, but a thorny issue is copyright. Many of these AI solutions remove visual content without facing any consequences. THE US Copyright Office provided some initial guidance and launched a formal AI initiative. In 2024, you can expect there to be a lot more energy, effort, and public policy discussions focused on finding a solution to the copyright problem with image creation by AI to clarify ownership. This will allow marketing teams to adopt AI design tools without fear of running into legal issues, saving valuable time and money.
- Customer engagement: AI in charge
By the end of 2024, most customer emails will be generated by AI. Brands will increasingly use generative AI engines to produce early versions of text for humans to review and approve. However, marketing teams must train extended language models (LLMs) to fully automate customer content and differentiate their brand. By 2026, this will become commonplace, allowing teams to focus on campaign management and optimization.
- The key to AI scaling personalization effectively
Generative AI tools will help quench the never-ending thirst for content. Additionally, intelligence will be crucial as marketing has historically struggled to scale up its personalization efforts. The technology will enable marketing to drive more customer experiences through improved segmentation and optimize ad targeting and marketing strategies to achieve higher levels of engagement and conversion.
- AI and talent: the era of augmentation
As AI becomes more pervasive, it will inevitably change the fabric of marketing teams. Lower-level administrative roles will disappear and many analytical positions will become redundant. However, all is not doom and gloom; demand for data scientists will explode, making them one of the most sought-after skill sets for the rest of this decade and insulated from economic pressures. Humans will continue to lead marketing, but the role of machines will increase every year. This era of AI (with guardrails) augmenting humans will continue for at least another decade in marketing.
- The smart future
For employees, it is naive to hope that they will not need to adapt and retrain to some extent. As with any disruptive technology, those who embrace it and look for ways to exploit it will undoubtedly reap the benefits and create exciting new career paths. Everyone should learn how to work with AI and, for example, explore how to use prompts effectively. At Keysight, the marketing team tests various tools to determine the best combination for our organization to drive results and continue to delight our customers. As marketing teams plan for the year ahead, they should look to broaden their skills and gain knowledge of AI.
Embrace the future and potential of AI
Rather than fearing AI, I’m excited about the possibilities it opens up for all of us, whether you’re early in your career, in the final stretch, or somewhere in between. Embracing change is a mantra for success in business and life, and I look forward to seeing how marketing transforms in the AI era in the months and years to come. Buckle up and enjoy the ride.
Keysight Technologies
Keysight Technologies
At Keysight (NYSE: KEYS), we inspire and empower innovators to bring world-changing technologies to life. As an S&P 500 company, we provide industry-leading design, emulation and test solutions to help engineers develop and deploy faster, with less risk, throughout the product lifecycle. We are a global innovation partner enabling customers in the communications, industrial automation, aerospace and defense, automotive, semiconductor and general electronics markets to accelerate innovation to connect and secure the world. Learn more about the Keysight Newsroom and www.keysight.com.
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