Everywhere you turn, conversations buzz with mentions of AI’s immense potential—whether it’s driving growth or enhancing efficiency. Indeed, a recent PWC study underscores this narrative, suggesting that AI could account for an astounding 45% of economic gains by 2030.
Enter marketers, standing at the precipice of this transformation, ready to harness AI’s power.
But how can they do this, when most marketers “think that AI is only chatGPT?” lamented Stagwell Marketing Cloud’s CTO Mansoor Basha. It’s true–AI is so much more than one well known product, and marketers would be wise to dig into the vast products and capabilities that fall under the heading of AI. Otherwise, they run the risk of losing out to other marketers and agencies that have proactively learned these tools and become the glue between this technology, and rising consumer demand for the data analysis, personalization, predictive analysis and operation efficiency.
So how can they do it? Let’s first start with an understanding of where we’re at now.
Marketing’s journey from print ads and TV spots to the proliferation of sophisticated digital campaigns is nothing short of remarkable. But as we stand on the brink of another evolution, AI is poised to permanently redefine marketing. At the core of this transformation is personalization, a facet that AI magnifies, ensuring that every consumer feels uniquely seen, heard, and understood. It’s every marketer’s dream, now made a reality.
"We haven’t fully tapped the capabilities of advertising and marketing—and now, AI will allow us to,” said Basha. He goes on to speak directly to creatives, saying, “If you’re a creative, you know that what we do today via a TV ad or an Instagram reel, that’s just one small part of what’s possible–because it’s only tapping into sight and sound. If we are to think creatively and harness the technology at our fingertips, we might be able to use more senses when interacting with an advertisement, one that’s personalized to our individual senses.”
Personalization in AI-driven marketing stems from its immediate and tangible impact on consumer engagement. AI-enabled personalization creates tailored experiences that meet customers' unique preferences and needs. This level of customization in marketing has been a game-changer, allowing brands to connect with their audience more effectively than ever before.
In contrast, other AI applications in marketing such as data analysis, predictive analysis, and operational efficiency, though rapidly evolving, are not as immediately visible to consumers and require a deeper integration into a company's internal processes.
These areas, while incredibly valuable, often involve more complex implementations and require longer to demonstrate visible ROI. As a result, they are currently in a developmental phase, gaining momentum as businesses gradually recognize their long-term strategic value in enhancing decision-making, anticipating market trends, and streamlining operations.
But, as customers are increasingly more savvy, “they’re attuned to piecemeal, siloed marketing campaigns, and a more holistic and integrated approach is needed,” notes Basha. These additional AI capabilities that spur further integration and collaboration are increasingly proving their worth in driving sustainable, data-driven marketing strategies that convert consumers.
While it’s clear AI can help optimize these areas, many are lost about how to get started. What tools will help get us there?
For marketers, technology holds the key to unlocking unprecedented success and winning new business. But before running headlong into purchasing AI tools, it’s essential for teams to think about what technology is right for the job. Here's a glance at the technologies to explore:
AI now has the power to generate captivating and relevant content. These tools not only help in creating initial drafts but also fine-tune content, ensuring it's perfectly aligned with the target audience's preferences and needs. The benefits are clear:
⚒️Tools to try: PRophet Earn, Copy.ai, Clickup
As they revolutionize the ad space, these tools allow marketers to create and target compelling ads within seconds. They provide:
⚒️Tools to try: SmartAssets, CUE, The People Platform
Understand your customer and audience at the deepest level, These tools can:
⚒️Tools to try: QuestAI, QuestDIY
While the benefits of AI are clear, embracing AI isn't without challenges. It necessitates a paradigm shift for marketing professionals—a commitment to upskilling and continuous learning. And while diving into the AI deep end might seem daunting, finding the right vendors can smooth the journey, ensuring that the learning curve isn't steep—but rewarding. And with it, your customers will “get a fuller, more holistic experience that allows a consumer to really interact with the brand,” says Basha.
