Tag: AI

By Andy Rowe, Chief Marketing Sciences Officer at RAPP In the global marketing landscape, we…

Ultimately, as LLMs advance, intelligence itself is becoming a commodity. For businesses seeking competitive advantage, the key differentiator will be about using GenUI to shape that commodity to solve the right problem in the right way.

Whether in the fast-paced world of casinos or in the wide landscapes of open-world video games, AI influences how players interact with the games and the systems that run them

If we are willing to accept that AI, even in its most advanced applications, remains bound to some knowledge, without intentionality or understanding of causality, it is mandatory to ask: what are the limits of AI’s epistemic capabilities?

For now, Generative AI provides an easy solution to teams struggling with budgets and resources. It can do the legwork, be a fountain of ideas and knowledge, and offer scale to companies that could never afford to achieve it manually.

In the always-evolving domain of digital media, where the potential for mismatches between ad content and the environment that surrounds it has exploded, ensuring ad compliance and brand safety have never been more vital.

The robots are coming but whether they will be more like Rosie from the Jetsons or Arnold as the Terminator depends, in large part, on us humans coalescing and putting our considerable buying power and weight behind protecting and supporting our very human IP whether it be written articles, video, artistic content or brand assets.

The future of advertising technology, driven by Generative AI, is ripe with potential.  Embracing it will allow brands to explore new avenues of creativity, connectivity and engagement, setting the stage for a revolution in marketing that will shape the marketing landscape for years to come.

Powered by neuroscience, GenAI is set to give Brand marketers and Innovators a tool they have always desired to win consumers in the crowded and competitive global marketplace.

Other strategies for mediating between Gen AI and clients are being tested. What unites them all is a shared desire to demonstrate intermediaries’ value, even in cases where technology makes mediation optional.

While there may never be a single, fixed ‘truth’ when it comes to understanding human behavior, it is possible to remove much of the guesswork and serve customers with confidence.

Brands need to maintain a level of human oversight to manage complex or sensitive interactions that the AI may not be equipped to handle. AI, like humans, makes mistakes. It’s a fast learner, though. With the right oversight, AI can build both emotional and intellectual trust that generates brand loyalty.

With the rise of AI, luxury brands likewise need to pick and choose carefully which benefits of the tech they adopt. They need to embrace opportunities to elevate their brand story and evolve their service, but perhaps more importantly, they need to avoid anything that might undermine their worth.

Consumers do not want to feel like everything being fed to them is created by AI. Authenticity and transparency are incredibly important when using AI. AI should never replace the human element in marketing entirely but can be used to assist and optimize as needed. 

Advertisers need to be aware of the wave of AI-fuelled content flooding the internet, while also embracing the right AI-powered solutions that will help them automate their brand safety and media performance strategy.

Implementing AI solutions thoughtfully and strategically can empower sales teams to navigate the complexities of the modern sales environment. As these technologies continue to evolve, the potential for AI to enhance sales processes will only grow, making it an indispensable asset for any forward-thinking organization.

Few careers are more vocation-driven than creativity – whether that is music, art or the movies.  It often transcends material considerations and bestows on many creators a spiritual feeling of entitlement and self-fulfilment. 

Marketers are used to constantly moving goalposts, but the big tech age has upped the ante significantly. Thriving in the AI-fuelled normal is going to require a seemingly contradictory mix of going with — and against — the crowd.

The learning? Get a feel for where you can and where you can’t trust AI tools to help with your job. The more you use the tools, the easier you’ll find it.

The future of advertising is bright, driven by the collaborative potential of AI and human creativity. As the industry evolves, those who embrace AI will lead the way, setting new standards and having the best shot at achieving remarkable success.

The challenge of deepfakes is multifaceted, therefore requiring a proactive and similarly multifaceted response from brands.

By focusing on quality content your brand can emerge as an industry leader. Strategic Anti-PR initiatives play a crucial role here, propelling brands into industry-specific media and forums and challenging the status-quo.

What will the future look like? Ask AI, but ask the right questions, and check the answers, if you have a vision of what the world could know, share and dream.

Many experts and business owners see AI as the future, and chatbots are just one of the technological resources many people are using to expand their digital reach, increase accessibility, and boost profits.

During this year’s Cannes Lions, Advertising Week and Kindred joined forces to host Converge, a series of conversations about the future of mindful innovation in communications and creativity.

This isn’t an article bashing AI; the technology undeniably offers remarkable marketing and customer experience capabilities.

The future of CTV advertising is rich with opportunity. With AI and blockchain at the helm, advertisers can expect more sophisticated targeting, enhanced fraud prevention, and greater contextual relevance.

The promise of contextual targeting as an easy-to-integrate cookieless solution may be appealing to advertisers, but under scrutiny, it remains limited and not sustainable in a world without identifiers.

With Google once again announcing a delay in the demise of cookies, now until 2025, it’s tempting to think the cookie-less future will never come.

Ultimately, marketers should embrace the change; GenAI technology is opening more doors than it is closing.

If travel brands want to enjoy a high-flying, medal-winning summer, Deep Learning will deliver the success their businesses are striving for.

By aligning the consumer media market with the advertising market on the imperative of a better UX, AI will drive a flight to quality — not the much-decried diminution of it.

Marketers don’t need to close their doors. They need to prepare for another strategic pivot to deliver the best results for their customers.

There’s so much talk about generative AI. How it is transforming every aspect of our lives, the industries we work in, the jobs we do. In some cases, this is an over-exaggeration. 

Building a brand in the digital age is a multifaceted endeavor that intertwines purpose, customer experience, consistency, and personalization.

A reductive view of the modern CMO’s ‘To Do’ list will identify two particular areas of focus.

While it may be tempting, this is not the time for brands and agencies to rush their adoption of AI tools for the purposes of creative personalization.

No process alone builds a great brand or tells a great story. These companies may seem more essential than inspirational right now, but no brands touch humanity more.

The true measure of AI maturity lies not in achieving a universal standard but in how effectively AI is integrated to solve real-world problems and create value in your specific context.

Used ethically, AI has the potential to actually enhance the authenticity of marketing campaigns by helping marketers identify HI in the wild.

Measuring the impact of Generative AI is crucial. It’s not enough to produce content en masse; we need to understand how this content influences consumer perceptions.

Our mission is to champion responsible AI innovation. Combining technology with human creativity can create genuinely transformative and authentic advertising experiences.

AI – a machine, so to speak – will change the way we hire, manage, nurture, lead and probably fire or retire our employees, even though that may sound a bit paradoxical.

Generative AI technology has the potential to amplify brand awareness and reach a wider audience of consumers.

With 87% of marketers worried about technology replacing their jobs, nowhere is the AI impact on digital marketing more apparent than in the recruitment industry.

Rather than viewing AI as a replacement for human marketers, it should be seen as a complementary tool that enhances their abilities and amplifies their impact.

The world of Artificial Intelligence (AI) is full of unexpected developments that often defy our initial intuition. The interesting part of what may transpire over the coming years are the trends that are counterintuitive.

Even with the most progressive tactics of renumeration, base calculations tend to come down to anticipated number of hours worked.

As digital platforms continue to innovate, the shift towards alternative verification methods reflects a broader trend of balancing security with user convenience.

One thing the introduction of AI takes out of the equation is the one-size-fits-all all approach. Considering that everyone uses the internet differently, it was only a matter of time before customized and customizable solutions joined the fray, and it is increasingly possible to manage with AI. 

Emotion metrics are a development that’s leading a new wave of display advertising, merging with organisations’ existing data stacks to form a holistic data strategy and drive meaningful customer experiences.

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.  

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.

Coupling innovative technology such as image streaming with contextual targeting can achieve the relevant, brand-safe placements brands dream of.

With AI, advertisers can spend much less time creating pictures and texts for the ad, personalize ad content, and target audiences based on their behavior, interests, and demographics, resulting in higher engagement and conversions.

You can’t stop progress in terms of technology. But if you’re selling a human experience, you can’t pretend that a robot is doing that.

As a data driven marketer – who is also human – with human teams on the job — you have to recognize the inconsistencies and flaws in human decision making and then think, “OK, how can I build AI & data into my decision making process”?

With advertisers increasingly vying for consumer attention in a saturated market, finding a competitive advantage is essential for brands to stand out from the crowd. 

By implementing robust data privacy and security measures brands can make the most of this rapidly evolving AI landscape.

AI is often just a baseline to get you started. The real value still comes from sharing your story and connecting with your audience.