A lot has changed over the past few years, and with the introduction of AI, it looks like it has successfully swept most of us off our feet. According to Hubspot, 64% of marketers already use AI, and 38% of those who don’t will start using it in 2024. AI has made work so much easier and more efficient. It truly has emerged as the ultimate sidekick for revolutionising strategies, creativity, and operational efficiency. AI acts as an enabler across different areas of the marketing industry, fueling transformation and empowering marketers to attain heightened levels of personalization, automation, and optimisation.
Personalisation:
AI enables the increased impact of personalization by helping marketers understand customer behaviour across websites, emails, and social media, which empowers marketers with real-time insights, shaping personalised content suggestions that echo with individual preferences and seasons.
With dynamic content generation, AI can also craft content that can be tailored to each user’s profile, for example, email subject lines or product suggestions. The magic continues with predictive personalization, where AI adds more efficiency to behavioural targeting, which anticipates customer interests based on historical behaviours, ensuring the timely delivery of the right content. A Statista study revealed that 57% of marketing professionals saw AI as beneficial for improving their performance metrics.
Another example of AI and personalization is when an e-commerce website includes a “Customers also bought” section to encourage shoppers to add more items to their cart. It’s becoming increasingly essential to brands because it enables them to customize their interactions at scale, which boosts customer engagement, conversion rates, and revenue. According to research by Amazon Ads and Omnicom Media Group, 73% of people think ad experiences are more enjoyable when they feel personalised and relevant.
Optimisation
Optimisation and AI go hand in hand when it comes to maximising performance and efficiency across campaigns. Through AI-powered predictive analytics, marketers gain unprecedented insights into what interest targeting segments, platforms, and demographics are working for their campaign, which allows them to make data-driven decisions with confidence.
For example, while optimising through DMC’s Optimiser, you can change the interest targeting or adjust bids for demographics or delivery to further enhance campaign performance on Meta. Ad optimiser lets you remove interests that are likely to perform poorly and replace them with recommendations that are likely to perform better, hence optimising your performance. Additionally, you can also optimise your budget using dentsu Budget Optimiser, which takes into account the performance of ad sets in a campaign across different metrics and provides data-driven recommendations for budget reallocation.
Creative Intelligence
Far from stifling human creativity, AI serves as a powerful ally in fueling innovation and creativity. High-quality images and videos are important for quickly creating collateral. Agencies have started adopting creative intelligence tools like Adobe Sensei‘s AI and machine learning framework to allow designers to swiftly find and use assets, filtering searches based on depth of field or vivid color to match a desired look. This allows them to spend less time searching and more time designing the right experiences.
AI also enables Creative optimisation and its adoption is likely to go through a period of accelerated growth between 2023 and 2029. With AI-driven creative optimisation tools, marketers can unlock the possibility of exploring diverse variations of creatives and how each performs. They can also assess the positioning of different elements in these creatives, their layouts, and compositions with ease. One such tool that can help a lot with creative optimisation in the DMC Product Suite is Vision Trace. By augmenting human creativity with AI-powered insights and recommendations, marketers can push the boundaries of innovation, bringing their boldest visions to life in captivating campaigns that bring out the best possible ROI
Whether it’s optimising creatives, creating collateral, or enhancing content for more engagement, AI empowers marketers to stay agile, responsive, and ahead of the curve in an ever-evolving digital landscape.
Automation:
AI also has greatly enabled us to use its transformative potential to automate labour-intensive tasks and workflows, freeing up our valuable time and resources for other strategic initiatives. According to 91% of marketers, marketing automation helped them achieve their objectives with ease. For example: A lot of website have chatbots available to provide conversational support for most minor issues and many customers like using them because of the added layer of convenience. AI automation can improve customer service convenience by sending help center articles to customers or employees. Thus providing instant support and saving customers time
AI-driven automation solutions also streamline processes, enhance efficiency, and drive productivity across the marketing and advertising landscape. This particularly innovative approach is also used in campaign management. DMC recently introduced AI-Opt, which greatly simplifies the user’s life by making them aware of their optimisation opportunities and automating optimisation for their campaigns, thus saving them time.
Using such AI-powered tools, marketers can handle routine tasks with precision and speed, allowing them to focus their energies on concentrating on strategy and creativity. As we recognize AI’s role as the ultimate enabler, its potential becomes abundantly clear. By harnessing AI-driven technologies, marketers unlock new avenues for innovation, efficiency, and success.
