Boundless Potential: The Expanding Role of Artificial Intelligence in Marketing

There appears to be no limit to the capabilities of artificial intelligence in marketing, and any boundaries that exist now are likely to be surpassed soon...

Our firsthand experiences have demonstrated that the efficiencies and opportunities generative AI offer (even in its baby phase) to us marketers, can significantly elevate brand experiences and output for any/all types of marketing.

The rapid evolution of AI in 2023 is also altering the very nature of brand-agency relationships and even how brands are choosing to approach their market.

Innovations like generative AI not only provide brands with tools for scaling up content creation but also enable hyper-personalised experiences at scale.

Predictive marketing intelligence, processed with AI in real-time, also assists brands in delivering these experiences more intelligently throughout the digital customer journey. Additionally, more digitally mature brands can enhance the value of their intellectual property by training their own machine-learning models.

This is exactly what The Coca-Cola Company x OpenAI x Bain & Company did with their recent campaign that we assisted called "create real magic" which utilised a Coca-Cola generative AI app with intellectual property owned by Coca-Cola that allowed fans to generate new assets to submit to a competition.

Embracing all that AI has to offer us marketers, especially in this early stage, is essential for reaping the truly massive benefits available in the medium term.

Much like in the early days of automated bidding, many marketers and agencies have exhibited initial skepticism and reluctance toward the introduction of various AI marketing tools, however, automated bidding tools have since become the standard method of operation for most marketers today, and it was those first adopters that benefitted most when the technology became more mainstream.

The broad spectrum of Generative AI platforms now available to marketers has made everyone embracing them a lot more useful to the brand they work for.

By simply typing natural language into an AI it can generate any type of media, but another benefit of AI that many marketers have been embracing is the ability to augment their own creativity such as uploading their own voice, their own videos, their own animations, their own illustrations, their own copywriting and anything else they can feed to an AI in order to transform this into a new style.

Techniques like this are often referred to as;

Text-to-Text / Image-to-Image / Video-to-Video / Voice-to-Voice / PDF-to-PDF

But you can even cross-match these formats to create new augmentations;

Image-to-Video / Video-to-Text / PDF-to-Video / Text-to-Image / Text-to-PDF

Very soon these cross-media generative techniques will become much more mainstream and more sophisticated in nature, but learning them now in their infancy stage will put any marketer in an advantageous position for the future.

Keep an eye out for our chatGPT & Gen AI workshops launching this week!

Get signed up for our first LinkedIn Live session at 2-3 pm (UK time) today!