AI Infuses Innovation into Marketing
Rewind 2024: AI revolutionised marketing in 2024, driving creativity, precision targeting, and compliance.
After witnessing the power of artificial intelligence, we can very well say that the technology is equivalent to ‘innovation.’ In fact, 2024 started with a rapid adoption of innovative AI across a multitude of industries, advertising being a frontrunner.
From imaginative capacities like injecting creativity into ads and campaigns to more technical capabilities like optimised targeting and advanced fraud detection, artificial intelligence has offered immense utility to marketers. In a survey, McKinsey revealed that about 75% of the genAI-enabled use cases fall across four areas, two of which are customer operations and marketing and sales.
“By leveraging advanced AI capabilities, marketers can create highly accurate and effective custom audiences without relying on cookies. This innovative approach not only enhances targeting precision, but also ensures compliance with privacy regulations, providing a sustainable and scalable solution for the future of digital advertising,” says Mateusz Rumiński, VP of Product at PrimeAudience.
Martechvibe examines the 2024 literature from industry leaders and in-house editorials to establish the attitudes and insights that define the role of AI for marketing. The following articles highlight how genAI enhances the multiple facets of marketing operations.
GenAI: The Right Hand for Creating Custom Audiences
Success in the privacy-focused space requires the utilisation of powerful, yet customised genAI. Traditional methods, which are dependent on user tracking, are frequently done on weak signals. This is where this new technology is different, which prioritises content relevance, ensuring ads reach users genuinely interested in them, allowing for a tailored approach for specific campaign needs, without relying on third-party cookies.
How Innovative AI is Changing The Advertising Perspective in 2024
Innovation is the need of the hour— innovative AI has the potential to bring the desired result and performance advertisers want. From creatives and personalisation to targeting and optimisation, AI finds a number of uses in the advertising space. Used strategically, innovative AI, a new and unique way to use AI, can turn every obstacle into a stepping stone for advertisers.
Generative AI Bridges The Gap Between Hype and Reality
GenAI leverages the capabilities of deep learning models, specifically trained on volumes of data for performing multiple tasks in a human-like manner. From Sunfeast and L’oreal to Myntra and Lenskart, discover how AI-powered tools and integrations are helping global brands streamline their marketing strategies.
Harnessing The Power of AI-Driven Conversations
Conversational AI is transforming customer engagement. In the ecommerce sector, chatbots interact more naturally with customers, understand their preferences, and suggest products that align with their specific cultural and regional needs. Gen AI-powered chatbots can analyse customer data, interpret their needs, and suggest tailored solutions. This not only saves time for customers but also enhances their overall shopping experience.
