Tag: AI

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?

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.  

The days of mass-produced retail experiences that rely on consumers to do the hard work, such as combing through a brand’s inventory, are at an end.

While challenges are a part of any type of marketing trends or technological advancements – AI also comes with increased levels of risk for marketers.

Consumers who feel valued are more inclined to join meaningful, viable communities and become brand champions among their personal connections.

Right now, AI is only as good as the questions asked of it. But that won’t be the case forever.

Don’t rely on AI for everything. It’s a tool—an asset, even—not a substitution. After all, prompts need to come from somewhere—someone’s creative ingenuity or their strategic mind.

Research commissioned by Advertising Week and conducted via Cint reveals 55% of workers think their organization should have an AI policy, while only 19% have one already in place, and only 21% of organizations are encouraging the use of AI

While AI has revolutionized the world of paid marketing, offering unparalleled speed and efficiency in automating and optimizing advertising campaigns, it isn’t in a position to usurp us humans just yet.

Business professionals dedicate years — often decades — of their lives to becoming thought leaders. Why on earth are so many willing to throw away their credibility by allowing generative AI software to write content for them?

Creativity is fueled by the human spirit, emotion and experience. While AI can bring scale and efficiency to our creative endeavors, real connections are based on the human that guides them.

It’s important for marketers to understand that a future devoid of identity is upon us.

Now, more than ever, brands can get closer to what employees want; using personalised tech as their lever into talent retention and supercharged productivity for tomorrow’s world of work.

Ultimately, AI-powered insights are about driving performance for brands, and there’s never been a better time to take advantage of these capabilities.

As with any innovation, there will be bad actors, but it’s up to governments to work to ensure that the number of those is kept at a minimum.

For marketers looking to capture the next frontier of creativity and effectiveness, it’s not about choosing to use AI or enter into the metaverse, it’s about dancing with these technologies and imagining new worlds where there’s no boundary on what’s possible.

The combination of different AI technologies will give marketers the opportunity to truly increase the effectiveness of their campaigns and drive consumer attention.