The Hype and the Facts: Targeted Ads
The truth is that the digital marketing industry has already shifted towards artificial intelligence in recent years. Despite the uproar around ChatGPT and DALL-E – OpenAI’s digital image generation software, marketers and advertisers have already worked with AI – primarily for better ad targeting and purchasing optimal advertising space with programmatic advertising. The powerful skills of AI to collect real-time data prove to be very useful when (customer) behavior is concerned. So, in the world of branding, AI is not just about robotics. In fact, chatbots and other machine learning technologies are being deployed to various objectives in the customer experience (CX) journey, such as tailored personalization of content and product offerings. With the growing focus on customer data and analytics, 23% of US B2B marketers said they plan to use artificial intelligence and automation in their tactics and strategies in 2022.
Brand AI: other use cases in marketing
There is definitely a lot of hype surrounding AI. However, some senior industry professionals have argued that if it is to benefit, it should be placed alongside marketing, rather than replacing it completely. Following this logic, big advertisers like Amazon, for example, pioneered personalized shopping recommendations and dynamic pricing – a method in which AI programs can reduce prices when demand is low and do the opposite when it is high. More recently, brands like Martini have been experimenting with imaging tools to create fully AI-generated ad campaigns for their products. By using the right prompts and keywords, advertisers are now also tapping into the creative potential of AI. However, some brands like Heineken are trying to remind consumers that certain moments are even better shared live. With the launch of its Silver Heineken campaign in April 2022, the beer producer has created an unreal drink, with no calories or hidden ingredients, only to highlight the fact that AI cannot replace true humanity and the real experience of the life.
From fear to acceptance: consumer perspectives
In the United States, the world’s largest advertising market, consumers’ attitudes toward artificial intelligence fluctuate as much as those of marketers. While 35% of marketers are concerned about risk and governance issues When it comes to using AI in marketing, 45% of consumers say they lack of understanding of how these technologies work. In the context of social media advertising, almost half of consumers in the United States said that neither Photoshop nor generative AI should be used in publications for commercial purposes. So, consumers seem both optimistic and skeptical when it comes to automated CX or AI-powered social media content. In a nutshell, the marketing industry is open to interacting with AI capabilities to better understand and target audiences and consumers. However, technological developments also raise legal issues regarding personal data, among other challenges.
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