If the recent Willy Wonka spectacle taught us anything it’s that relying too heavily on AI for anything at this point is a fool’s errand. However, while there are significant drawbacks to using too much AI in a creative capacity, when it comes to behind-the-scenes operations, we’ve already long passed the Rubicon.
As of March, 2024, AI has become an integral part of business operations, with 4 out of every 5 companies claiming the technology is a top priority in their business strategies for the next decade. For marketers, it’s already been transformative, particularly in digital marketing, where most tech stacks are now heavily bolstered by both generative and analytical AI tools. But we’re still only at the start of the race here (and the start of the year), so how is AI going to change marketing in the coming months and years?
The Relationship Between AI and Marketing
Initially, marketers were sceptical about integrating AI into their strategies. However, larger companies like Amazon and Spotify successfully implemented AI, leading smaller businesses to follow suit. AI plays a crucial role in creating personalized user experiences by analysing data such as shopping behaviour and website visits.
AI has already been subtly shifting the foundations of digital marketing with AI-powered chatbots, personalised product recommendations and AI analytics already imbedded in most marketer’s basic toolkits. But there’s so much more AI could and will be doing.
With that in mind, here are a few predictions of how I see AI changing the game this year.
AI Marketing Predictions for 2024
Optimised and Personalised Advertising Strategies
AI algorithms can analyse vast datasets to differentiate individual preferences, behaviours, and demographics. This leads to hyper-personalized content, product recommendations, and user experiences and we’ll gradually start to see this become “the norm” in 2024. AI will also redefine advertising precision by analysing user behaviour patterns and optimising ad targeting, ensuring messages reach the right audience at the right time and result in better responses and engagement. AI will further enhance ad targeting precision too, reaching the most relevant audience segments and using dense behavioural insights and predictive analytics to drive smarter and more successful ad placements.
Marketing Automation
Manual, repetitive tasks are exhausting but they are also increasingly becoming unnecessary. Wouldn’t you rather spend time crafting something with genuine heart and soul behind it than listlessly copying and pasting ream of text or scrolling through countless pages on a CRM system? Platforms like HubSpot, Marketo, and Adobe Campaign can centralise multiple marketing channels into a connected workflow that automates everything from email and social campaigns to lead generation. AI can also be tailored to operate on various triggers, so it’s not simply a case of firing blindly. Marketing automation is already here and it’s only going to become more mainstream in 2024.
More Capable Chatbots and Voice-Based Shopping
AI Chatbots and interactive messaging are already transforming digital experiences and we’re slowly moving beyond static forms and pre-built menus to natural conversation that feels fluid, organic and (dare I say it) real. Expect to see every brand adopt conversational interfaces across digital touchpoints by 2024. Voice search optimisation will be standard too and chatbots on websites, apps, and messaging platforms will be expected rather than tolerated. Chatbots already handle an increasing number of customer service, lead generation, and sales interactions but expect them to take deeper roles in the near future, perhaps even replacing agents in B2B situations.
Generative AI for Content Creation and Media Measurement
While marketers will always rely on creatives and content teams to produce display ads, social posts, website copy and other assets (at least, I sincerely hope), AI is set to transform creative development whether we like it or not. From blog posts to social media captions, AI-generated content can, if used sparingly, save time and money without diluting your branding. AI copywriting and content tools can generate text-based creative in seconds tailored to goals, parameters, and voice guidelines and platforms like Anthropic generate entire landing pages and marketing websites using AI. Then, of course, there’s generative AI like DALL-E, which can create bespoke art in seconds, albeit in a rather uncanny way.
The real test of the coming months for marketers is going to be in finding that balancing act between the old and the new; the real and the unreal. AI is a powerful tool but it’s far from perfect. At least be assured we’re all working through this together right now. It’s early days and the potential is certainly there but we mustn’t lose sight of the wood for the trees. Therein lies the unknown.
Another Opinion
Charlotte Bunyan, Innovation & Strategy Lead @ We Are Collider/Arq
Make no mistake, Generative AI is going to irrevocably change the marketing landscape. To believe otherwise is to be wilfully blind to its potential and its pervasiveness. Goldman Sachs estimates that already two thirds of jobs will be exposed to some degree of automation. Publicis is getting ahead of the curve and betting big on AI with its recent announcement about its wholehearted embrace of AI to become an ‘intelligent system’.
But the real gains will be in using AI to augment - not simply replace - human intelligence and capabilities. This is an opportunity to free marketers from data tyranny, to regain relevance and focus on the value that creativity and imagination can bring to the table. Ultimately this could herald a new golden age for marketing, for those willing to fully embrace its potential.
