At Hamptons Tech Week, AI in Adland took center stage during a thought-provoking session featuring Tomás P., CEO of Alembic, and Matt Groshong, Business Development Director at NVIDIA. Here’s what we learned:
? AI in Marketing: Beyond Personalisation
Tom and Matt asked the audience: “Who here has actually thought about AI in marketing and what has come out of it?” The answer? Personalisation, a familiar yet evolving theme. While personalisation has been central for years—from direct mail to precise zip code targeting—today, CMOs are rethinking its importance. Why? Overpersonalisation has led to reduced conversion rates and concerns over PII (Personally Identifiable Information) tracking. Now, the focus has shifted to ad visibility, relevance, and deliverability.
? Creativity: The Human-Machine Balance
One highlight was the story of Under Armour’s campaign featuring Anthony Joshua. AI helped simulate his voice and likeness while he was in training, enabling a powerful ad without his direct involvement. This showcases how AI can amplify creativity but not replace human ingenuity. While generative AI can streamline and ideate content, true creativity comes from human insight. As Tomas put it: No brand wants to wake up and say, ‘We want to be the median of content.’
? The Future: AI as a Tool, Not a Replacement
AI’s value lies in its ability to scale content and fine-tune strategy, but it’s not a one-button solution. As Matt pointed out: LLMs cannot reason; they predict. And when you need creative leaps—whether breaking a new trend or tapping into fast-moving cultural cues—the human element pushes the boundaries.
?? Key Takeaway:
AI in advertising is shifting from granular personalisation to smart, culturally relevant engagement that keeps brand authenticity intact. The future lies in blending human creativity with AI augmentation to create campaigns that resonate.
How are you integrating AI into your marketing strategies? Are you focusing more on creativity, targeting, or balancing both?
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