Generative AI (GenAI) and artificial intelligence are presently integrated into many aspects of marketing, spanning across brand strategy, media, creative production, and measurement. Tools that make use of GenAI and AI are being utilized by businesses of all types and sizes.
Various AI applications are currently used in marketing. These include audience segmentation, category and brand research conducted by startups, which use large panels of synthetic consumers to produce market research, brand health reports, segmentation studies, and pricing analysis.
In the strategy and briefing department, companies like Briefly use GenAI platforms to aid marketers in firms such as Dell to produce better internal briefs.
Creative development and production have also seen the use of GenAI. Groups like Brandtech make use of Pencil, a GenAI platform used to create social ads quickly and in large volumes.
AI has been extensively incorporated into media. It has been a part of Google’s ad bidding process for years and is now fully controlling new products like Performance Max.
When it comes to measurement, data company Creative X employs AI to speedily assess the creative output of thousands of ads for over 1,000 agencies and 3,000 brands around the world.
As AI becomes a normal part of marketing, its role in improving the basic repetition of tasks is evident. Still, it remains unclear if AI is being utilized to significantly improve aspects like actionable insight, intelligent tactics, impactful creative, and effective marketing.
The advent of AI in marketing has led to a mix of excitement, uncertainty, and anxiety about future changes. As such, the Account Planning Group (APG) is establishing an AI working group to examine the resulting consequences and opportunities to ensure strategists use AI to their advantage.
Moreover, with technological advancements, it has become possible for AI to simulate interactions with individuals. For instance, AI-led startup Twise managed to create TomAI, an AI alter ego, which can communicate and provide advice on strategy much like its human counterpart, though some refinement in its responses is still required.
With all these developments in the marketing world, one conclusion is certain: Generative AI isn’t the future of marketing, it’s already here.
Source: Generative AI isn’t marketing’s future, it’s part of its present }}.
