Tag: AI

As AI rises, it makes sense that people might assume that influencer marketing will be a casualty. Afterall, part of the appeal of following influencers on social media is that you start to feel like you know them.

2024 is set to be a pivotal year for the digital advertising industry, with the deprecation of third-party cookies, the proliferation of AI and made-for-advertising (MFA) sites, and the continued fragmentation of the media landscape leaving advertisers seemingly fighting against the rising tide.

Today’s marketers have to choose how they will employ AI in their efforts, and time is short.

As with all technological revolutions,  it’s the early adopters – those prepared to embrace generative AI and LLMs to supercharge their products and services – who will benefit most.  

The future of content isn’t a binary battle between robots and humans; it’s an intricate tango where both partners bring their unique talents to the floor.

While the emergence of AI as an integral part of marketing comes with many positives, this has also led to a significant growth in so-called “junk sites,” with the technology making it easier for fraudsters to make money through illegitimate titles.

It’s quickly becoming a strategic necessity to incorporate AI and LLMs into localization efforts to meet the dynamic demands of global markets and individual customer needs.

The world of marketing is radically different from the days when television, print ads and direct mail ruled the world. But one thing has not changed: The quest to maximize return on investment (ROI).

Our journey has been one of humility, learning, and adaptation, and we look forward to what the future holds as we continue to innovate and embrace the transformative potential of AI.

AI offers marketers an extensive suite of capabilities that can complement one another to boost marketing performance. When fuelled by quality data and controlled by human oversight and expertise, AI can be customised to unique business needs.

AI should function as a tool, not a replacement for individual thought, individual workers. Think of how the internet transformed the workplace, phasing out the inherent necessity for fax machines, printers, and more.

As AI continues to dominate and concerns over safety ramp up, we spoke to four advertising and marketing experts on what’s next for AI – is it hindering or helping innovation and how it can be incorporated into advertising, marketing and business strategies in 2024?

As AI and other emerging technologies revolutionise the marketing landscape, businesses must adapt and evolve to stay ahead of the curve.

While AI as a practical construct will be disruptive, the integration of it should be done with the least amount of disruption possible to create the best outcomes for clients and agencies.

If you believe that AI cannot be stopped, and you buy into the Pandora’s box analogy, then you should really advocate for more AI.

Rather than replacing human-led creativity, AI promises to unlock it. This should finally allow for breakthrough, highly memorable – even beloved – creative executions.

Using AI, we can quickly grow our communication and empathy muscles to build connections and strengthen culture.