Full livestream is available above, but let me summarize my perspective on how AI technologies can be used to improve the marketing process.
In the past, coming up with a new piece of marketing content - say, a brand film - would have taken anywhere between 2 weeks to 2 months, depending on the scale. To balance between time, cost, and choices, scripts, styles, and approvals would have had to be discussed via script copy, storyboards, and worst-case scenario, at offline-edit stage.
If it doesn't meet goals at this stage, there's no option but to dump it and start over (which is a massive waste of time, money, and at least a few heads on the chopping block).
With AI-based generative artificial intelligence tools, you can do this in a day. For a fraction of the cost. With 5 alternate options. Based off 25 script choices. With a single person.
So the process is a lot faster, cheaper, and with more options.
Second advantage is scalability. AI can help you analyze, in depth, your first-party data and understand what the audience wants at a granular, micro-segment level; and then build custom variations of your communications strategy and materiel automatically for each of those segments, swapping in audio tracks, actors, backgrounds, language, and output media to align with those segments; and then even disseminate those on online platforms for those custom audiences. It's not one creative, one audience, one month anymore; it's fifty concepts, fifty audiences, five days.
Last - don't assume that AI will do everything either, replacing all of creative marketing. The human mind is a fantastic parallel-processing tool. AI is great for linear tasks at scale. Put the two together, and you have an incredible engine for fast, massive, yet creative work, freeing the humans from the drudgery of repetitive tasks and processes and leaving them focused on lateral thinking, intuitive insights, nuanced filtering, environmental sensitivity, and the creative outcome, while using the machine to its strengths of speed, scale and reliability in running through the drudgery of task execution. Also, no AI will (at least in the next 5 years) reach a level of awareness and sensitivity to recognize that, out of 500 ad copy headlines, #5, #28, and #432 are culturally insensitive, #59 and #388 appear to be referencing a topical event in an inappropriate way, #11 and #89 are too close to past copy or competition copy, and #266 and #401 are too wannabe or appear out of touch. And many more.
The point is, the human mind can make these connections out of experience, intuition, and awareness at broad scale. The two together are a perfect T-shaped marketer; the human for the breadth, the AI for the depth.
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