AI

AI should function as a tool, not a replacement for individual thought, individual workers. Think of how the internet transformed the workplace, phasing out the inherent necessity for fax machines, printers, and more.

As AI continues to dominate and concerns over safety ramp up, we spoke to four advertising and marketing experts on what’s next for AI – is it hindering or helping innovation and how it can be incorporated into advertising, marketing and business strategies in 2024?

As AI and other emerging technologies revolutionise the marketing landscape, businesses must adapt and evolve to stay ahead of the curve.

While AI as a practical construct will be disruptive, the integration of it should be done with the least amount of disruption possible to create the best outcomes for clients and agencies.

If you believe that AI cannot be stopped, and you buy into the Pandora’s box analogy, then you should really advocate for more AI.

Rather than replacing human-led creativity, AI promises to unlock it. This should finally allow for breakthrough, highly memorable – even beloved – creative executions.

Using AI, we can quickly grow our communication and empathy muscles to build connections and strengthen culture.  

The days of mass-produced retail experiences that rely on consumers to do the hard work, such as combing through a brand’s inventory, are at an end.

While challenges are a part of any type of marketing trends or technological advancements – AI also comes with increased levels of risk for marketers.

Consumers who feel valued are more inclined to join meaningful, viable communities and become brand champions among their personal connections.