As an independent ad technology consultant, Evan is the CEO and C-level manager of SmartyAds Inc.
With ChatGPT, AI-powered advertising, and AI-optimized personalized targeting, AI adoption in the market has grown exponentially. Brands like Uber have launched data-driven innovations, Google is optimizing its ad tech platform with artificial intelligence, and Meta is announcing the launch of a popular chatbot. This opens up new opportunities for brands and marketers, but raises many questions that every company must address before developing an AI-based strategy.
Delving into the application of artificial intelligence in marketing: who is leading the way?
74 percent of executives believe the benefits of AI outweigh the risks. The majority of them believe that sales (54%) and marketing (48%) will be the most promising areas where artificial intelligence can bring the most value. By 2030, a 21% net increase in US GDP is expected to be driven by AI applications in various business sectors.
One of the undisputed leaders in the effective use of artificial intelligence is Google. Advertising platforms are also integrating AI into their solutions, providing marketers with automated targeting functionality (such as automated audience segmentation and automated data-driven campaign optimization). As the world transitions from cookies to privacy-friendly ads, smart algorithms are actively being deployed across ad tech platforms to expand relevant targeting capabilities.
Artificial intelligence has further developed marketing.
• In October, Meta launched helpful AI chatbots that look strikingly similar to Kendall Jenner, Snoop Dogg, Paris Hilton and 25 other celebrities. Meta reportedly paid each star between $1 million and $5 million for the rights to use the "digital copy."
• The next planned step for Meta is to allow companies, developers and innovators to create their own IIS. These solutions allow business owners to more closely align relationships with brand values and improve customer service standards. Sandblasting work is expected to begin next year.
• Artificial intelligence also operates under conditions of creative privacy. According to IBM, this type of customized innovation increased performance by more than 113 percent.
• 3-D digital twins are becoming a powerful tool for real estate marketing and are expected to grow at a CAGR of 37.5% through 2030. The same is true for sports, tourism, and retail.
• The growth of the digital twin industry is enormous. For example, golf legend Jack Nicklaus agreed to create a 38-year-old version of his avatar (he's now 83). Artificial intelligence company Soul Machines is opening up new interactive possibilities for brands that can use avatars as digital brand ambassadors.
But are there potential downsides to implementing AI in advertising?
The widespread adoption of AI in the publishing industry has created a number of challenges, including AI content farms and designed-for-advertising (MFA) websites. For example, a company that monitors website quality found 583 AI-generated websites that provide services without human management. As artificial intelligence tools crack down on copyrighted content, tensions between the media and technology companies are slowly rising.
While there are currently no legal issues with using AI models and celebrity images, using them for commercial purposes requires obtaining rights. Additionally, use of such designs may require compliance with various copyright laws, such as the United States Digital Millennium Copyright Act (DMCA), copyright laws, copyright laws. of the European Union and designs and patents of the United Kingdom.
How and why to invite AI into your marketing?
It's too early to track the lasting impact of celebrity meta-twins or AI-powered advertising agencies. However, it is worth exploring how AI can improve your advertising processes. It is often asked, “What can general AI do for my marketing?” But to create a powerful marketing strategy, instead of “What does our audience want?”
Your customers don't need to consume more content or see more ads. Instead, they have specific questions that need to be answered, and generative AI needs to be built into systems that automatically understand audience awareness in the first place. Only when you are armed with this knowledge will you be able to respond effectively to the needs of your audience. To start, we can consider three main areas of AI applications.
• Marketing Automation: You can automate almost all of your daily marketing processes, from social media launches to real-time analytics and ad placement. With automation, you can reduce wasted time to focus your time on strategic decisions.
• Content creation and creative development: Tools like ChatGPT can be your biggest help in creating personalized creative messages or creating a strong online presence with engaging content. However, keep in mind that this type of output still requires human editing and supervision if you want to achieve a consistent sound and avoid AI-generated misinformation or bias.
• Personalize the user experience: Once you've identified your audience's needs, it's time to start using AI targeting and other intelligent advertising platforms that tailor your messages to your audience at the right time and context.
Finally, the main problem on the path to the implementation of artificial intelligence is the lack of strategy. Therefore, marketers should carefully consider whether AI tools are suitable for solving their business objectives. Think about how your marketing strategy will fit with AI tools and what tasks AI can solve, and start implementing it once your plan is fully approved and finalized.
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To successfully implement AI in their marketing, companies must develop a solid strategy that considers the unique needs of their audience, available resources, and areas where innovation and automation are right. Additionally, continuous evaluation and adaptation of AI strategies will be essential. By prioritizing strategic foresight and adaptability, companies can harness the full potential of AI to transform their marketing efforts and drive sustainable growth in the digital age.
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