AI has become integral to the marketing workflow, regardless of a brand’s size and scale. All kinds of marketing teams are deeply interested in AI and its applications for improving strategies and functioning. While AI has continued to evolve, businesses are seeking means to understand the technology and how best to apply it for their needs and objectives.
AI, in particular, has been in use for quite some time now by organisations in the personalisation space-whether it is bots, chatbots, CRM tools, and many others. It is here that Biswas opened the session by asking marketers at what level they differentiate between Gen AI and traditional AI applications in marketing.
The creativity part complements the personalization from a data perspective, says Rohit Dadwal, CEO, MMA Global – APAC. As marketers march toward personalization and custom ads, they are working out how to tailor any and every kind of advertising for each individual consumer.
I think the application of generative AI will have a big role to play in the segmentation and cohort design processes that AI will enable. It’s here that Gen AI will really start to facilitate the optimal utilisation of these tools. And while this shift won’t happen overnight, we need to start by building sandboxes from a brand imagery, trademark and IP perspective. Once that’s in place, it will be a heck of a lot easier, from a consumer standpoint, to serve the right ad with the right creative to the right audience,” he says.
With marketing continuing to evolve with new technologies as an added dimension, every single component of a brand strategy is being reinvented down to how products are presented to consumers. Packaging is no longer seen as a static entity but something that is very dynamic in the way it affects the perception and processes of consumer decisions.
On talking about Gen AIs’ scope, he added, “A product is nothing, it’s packaging”. Now, any person can develop a product, but then that product had to be packaged, and packaged well.
Further, he added that the concern he has about packaging is that will the product ever get oxidized because Soulflower makes preservative-free products and Ai can solve these kind of issues.
He further adds, “We work quite closely with our research and development team, and I personally am involved with AI day in and day out. I think the opportunity is immense, it’s just crazy the way things are changing now and it is really an interesting time for me as a product person and as a marketer.”.
More specifically, AI recommendation systems upturned the way brands spoke to their audiences by offering personalized suggestions based on individual choices and behavior.
Devika Sharma, VP and general manager, InMobi, feels that the most important asset that AI is driving is relevance; it can understand user behavior with granularity. This, says Sharma, is the critical element that AI is able to drive, thereby able to establish relevance far more often.
“At Glance, I think one of the biggest advantages AI offers is the ability to fuel serendipitous discovery. This means that they are led not only to a linear consumption pattern but through related categories and trending topics that are most probably relevant for them to discover. AI in any platform is an important factor for guaranteeing liquidity. “One clear application pertains to letting seamless translation between languages, where AI has really played such a huge role in improvement,” she adds.
Marketers emphasize that this is only because they keep it real—through making their branded and nonbranded content as realistic and down-to-earth as possible, truly making the benefits of AI enjoyable in marketing.
AI has additionally enhanced e-commerce and online stores with personal shopping experiences, good customer service, and effective inventory management.
Sukhleen Aneja Former CEO Good Glamm Group is of the view that AI would eventually disrupt across the entire value chain. She iterates, digital communication demands more dynamic advertising wherein different messages would be personalized for different audiences, and this is where AI will again play a critical role.
Aneja also says that on the supply side, AI can improve forecasting capabilities provided there is sufficient historical data to create accurate predictive analyses. “Historical data is required in large language models to enable predictable outcomes. Plus, AI is already playing a significant role in improving consumer experiences, one of the major use cases in the industry,” she says.
“Dadwal adds that measurement analytics, driven or powered by AI, paired with machine learning, will bring a lot of automation in marketing, the performance-driven brands benefiting in the short run.”.
