AI

The future of advertising technology, driven by Generative AI, is ripe with potential.  Embracing it will allow brands to explore new avenues of creativity, connectivity and engagement, setting the stage for a revolution in marketing that will shape the marketing landscape for years to come.

Powered by neuroscience, GenAI is set to give Brand marketers and Innovators a tool they have always desired to win consumers in the crowded and competitive global marketplace.

Other strategies for mediating between Gen AI and clients are being tested. What unites them all is a shared desire to demonstrate intermediaries’ value, even in cases where technology makes mediation optional.

While there may never be a single, fixed ‘truth’ when it comes to understanding human behavior, it is possible to remove much of the guesswork and serve customers with confidence.

Brands need to maintain a level of human oversight to manage complex or sensitive interactions that the AI may not be equipped to handle. AI, like humans, makes mistakes. It’s a fast learner, though. With the right oversight, AI can build both emotional and intellectual trust that generates brand loyalty.

With the rise of AI, luxury brands likewise need to pick and choose carefully which benefits of the tech they adopt. They need to embrace opportunities to elevate their brand story and evolve their service, but perhaps more importantly, they need to avoid anything that might undermine their worth.

Consumers do not want to feel like everything being fed to them is created by AI. Authenticity and transparency are incredibly important when using AI. AI should never replace the human element in marketing entirely but can be used to assist and optimize as needed. 

Advertisers need to be aware of the wave of AI-fuelled content flooding the internet, while also embracing the right AI-powered solutions that will help them automate their brand safety and media performance strategy.

Implementing AI solutions thoughtfully and strategically can empower sales teams to navigate the complexities of the modern sales environment. As these technologies continue to evolve, the potential for AI to enhance sales processes will only grow, making it an indispensable asset for any forward-thinking organization.

Few careers are more vocation-driven than creativity – whether that is music, art or the movies.  It often transcends material considerations and bestows on many creators a spiritual feeling of entitlement and self-fulfilment.