MarTech AI #22: YouTube Retention Tools, 'Share of Model' Metrics, AI Search Risks, Synthetic Media Ethics, Snap AR Filters, Microsoft AI Division...

Welcome to MarTech AI #22 (Saturday 16th - Saturday 23rd March 2024).

YouTube's new tool boosts video retention analysis

Publisher: Social Media Today (20/03/2024)

Overview: YouTube is testing new audience filters for video retention statistics to provide creators with more detailed insights.

Key Points:

• The new audience filters will allow creators to segment their video retention data by different audience demographics.
• This feature aims to help creators understand which parts of their videos are most engaging to specific audience groups.
• The enhanced analytics could inform content strategy, enabling creators to tailor their videos to improve viewer retention rates.

Marketer's POV: By understanding audience preferences, marketers can create more effective video marketing campaigns that resonate with viewers and drive better ROI.

Track brand perception with 'share of model' metric

Publisher: Adweek (13/03/2024)

Overview: Marketers are now measuring brand perception through AI-powered chat programs using a new metric called "share of model."

Key Points:

• "Share of model" refers to how AI models perceive and compare brands, influencing their product suggestions to users.
• The metric is crucial as AI chat programs like ChatGPT and Microsoft’s Copilot become primary responders to search queries.
• Understanding a brand's "share of model" is becoming a key responsibility for marketing teams to manage their brand's online reputation.

Marketer's POV: By actively managing their "share of model," marketers can ensure their brand is favourably represented in AI responses, safeguarding their reputation and staying ahead in the competitive digital landscape.

AI search: A potential threat to publisher ad revenue

Publisher: Adweek (14/03/2024)

Overview: Google's AI-enhanced search capabilities could lead to a significant loss in ad revenue for publishers.

Key Points:

• Google's AI search update may divert traffic from publisher sites, threatening a $2 billion annual ad revenue loss.
• The AI search model can provide direct answers, reducing the need for users to visit external content sources.
• Publishers may need to adapt their strategies to maintain visibility and revenue in the AI-driven search landscape.

Marketer's POV: Developing unique content and optimising for AI search visibility will be crucial for maintaining user engagement and monetisation in an increasingly AI-centric online environment.

IPG's 'synthetic media producer' tackles AI content ethics

Publisher: Adweek (21/03/2024)

Overview: IPG's Momentum Worldwide is creating the role of synthetic media producer to address the ethical concerns surrounding AI-generated content.

Key Points:

• The synthetic media producer will assess AI-generated content for factual inaccuracies, logical inconsistencies, or biased outputs.
• The role will educate clients on the possibility of hallucinations and ensure accuracy before using AI-generated content.
• The synthetic media producer will integrate deepfake detection into workflows to mitigate risks and liabilities.

Marketer's POV: The rise of AI-generated content has introduced new ethical challenges for marketers. Marketers can learn from this example and consider implementing similar measures to maintain the integrity of their content and protect their brand reputation.

Snap adds sponsored AR filters

Publisher: Social Media Today (22/03/2024)

Overview: Snap introduces sponsored AR filters as a new ad option, allowing brands to drive awareness and engagement within the app.

Key Points:

• Brands can use sponsored AR filters with in-stream CTAs to maximize reach and engagement.
• Sponsored filters can act as a complement to Lenses, applied after capture.
• Snap offers a range of ways to use sponsored filters, providing an additional consideration for marketers looking to enhance their Snap campaigns.

Marketer's POV: Snap's introduction of sponsored AR filters presents a unique opportunity for marketers to engage with users in a more interactive and immersive way.

Microsoft forms 'Microsoft AI' division

Publisher: PCMag (19/03/2024)

Overview: Microsoft creates a new AI division called Microsoft AI, with a focus on advancing Copilot and other consumer AI products and research.Key points:

• Microsoft CEO Satya Nadella announces the new business division, which will help the company innovate and build world-class AI products.
• The new division will be led by Mustafa Suleyman, a co-founder of DeepMind and Inflection AI, who will become a Microsoft EVP and run the Microsoft AI group as CEO.
• Microsoft AI will oversee consumer AI products, including Copilot, Bing, and Edge, and will aim to create products loved by end-users.

Marketer's POV: Marketers can expect to see more integration of AI technology into Microsoft's consumer products, such as Copilot, Bing, and Edge. This could lead to new opportunities for marketers to leverage AI-powered tools and services to enhance their digital marketing strategies and improve user experiences

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That's all for this week! Stay tuned for more updates next week.

Warm regards,

Charlie Hills