In the ever-evolving world of marketing, the rise of artificial intelligence (AI) has taken centre stage.
This cutting-edge technology is revolutionising how businesses connect with their target audiences, analyse consumer behaviour, and optimise their marketing strategies.
To shed light on this topic, we asked the experts…
Our Experts
- Ben Dracup, SEO Manager at Minty Digital
- Rob Scott MBA, Managing Director at Aaron Wallis Sales Recruitment
- Rob Stevens, Managing Director at Optix Solutions
- Joshua Pearson, Head of Peaco Marketing
- George Bates, SEO Manager at Limelight Digital
- Dan Robinson, Head of eCommerce and Marketing at Instant Print
- Klara Tulicic, Social Media & Video Marketing Strategist
- Martin Corcoran, CEO and Founder at Summit
- Adam Preston, Head of SEO at Summit
- Jonas Muff, Founder and CEO at Vara
- Ruth Zawoda Clea, CEO at Truly Content
- Aaron Kwittken, Founder and CEO at PRophet
- Oliver Yonchev, CEO & Co-Founder at Flight Story
- Matt Hallett, Head of Product Solutions at Amperity
- Ryan Welmans, CEO at Sopro
- Nick Reid, SVP and Managing Director, EMEA at DoubleVerify
- Philip Koh, Co-Founder & Director of Strategy at Without
- Stefano Roberti, Digital Marketing Manager at AccuraCast
- Florian Rosenberg, CTO at Crayon
- Isabel Perry, VP of Emerging Tech at DEPT®
- Gareth Simpson, Founder & MD at Seeker Digital
- Sanjay Chauhan, Creative Director/GM at Stratticus
- Andrei Marin, Co-Founder and Chief Operations Officer at CodeCrew
- Martin Wilkinson-Brown, Chief Marketing Officer at Foundever
- Kevin Wang, Chief Product Officer at Braze
- Steve Leigh, Managing Director at Sensu Insight
Ben Dracup, SEO Manager at Minty Digital
“Working in the digital marketing industry, specifically in SEO (Search Engine Optimisation), the emergence of AI has been monumental.
I couldn’t name a single person in the industry who hasn’t used it to some degree and the conversation within the digital marketing world is now dominated, specifically Twitter, by people sharing new tips and tricks on how to implement AI into their daily workflows.
Whether it be generating blog topic ideas, writing code, creating images from a simple text prompt or analysing a webpage to suggest conversion rate optimisation recommendations, the digital marketing landscape has been changed like never before.
It has enhanced our professional lives, rendering them more streamlined and optimized in terms of efficiency.
The only negative is that a lot of people’s careers could now be drastically affected, such as content writers, logo designers, and data analysts. There will definitely be less of a need for such services as AI is able to replace these types of tasks which would have been traditionally done by a human”.
Rob Scott MBA, Managing Director at Aaron Wallis Sales Recruitment
“AI has played a role in the recruitment industry for nearly two decades, with early applications like Daxtra and Burning Glass utilising keyword matching to enhance resume searches. While these early forms of AI were more effective than basic Boolean searches, true game-changing AI applications in recruitment have yet to emerge. However, I am optimistic these advancements are on the very-near horizon.
“The impact of AI on the recruitment industry will be significant, and it’s crucial for us to embrace it rather than be left behind. One positive aspect is that AI can automate mundane recruitment tasks such as market mapping, searching, and data collection, allowing recruiters to focus on more strategic and relationship-building activities. The real question remains: will AI ever be capable of effectively engaging target employees in the recruitment process? This potential capability represents the next step-change in AI and poses the biggest challenge to the recruitment industry.
“As we navigate the future of recruitment, it is important to remain open to AI’s possibilities. While there continues to be technological growth and innovation in this field, we can leverage AI to drive efficiency, enhance employee experiences, and ultimately make better hiring decisions. But equally, we should continue to prioritising those “human skills” that are essential for success in the evolving business landscape”.
Rob Stevens, Managing Director at Optix Solutions
“AI has revolutionised various aspects of marketing, making campaigns more efficient, personalised – and data driven. We’re already seeing how AI-powered tools and algorithms help us gather and analyse large volumes of consumer data, enabling a better understanding of customer preferences, behaviour and trends. This data-driven approach allows agencies to develop highly targeted and personalised marketing campaigns that resonate with individual customers, leading to improved conversion rates and customer engagement.
“AI plays a crucial role in automating repetitive tasks, such as data entry, content creation and social media scheduling. This automation saves time and resources, allowing us to focus more on strategic planning and creativity. Chatbots powered by AI have become increasingly popular, providing instant customer support and personalised recommendations.
“At Optix we’ve witnessed how AI enhances the effectiveness of advertising campaigns by optimising ad placements, targeting the right audiences and analysing campaign performance in real-time. Machine learning algorithms can identify patterns in consumer behaviour, helping us make data-backed decisions and refine our strategies, resulting in greater ROI for clients.
“Overall, AI is empowering marketing agencies to deliver more personalised and impactful campaigns, improve operational efficiency and gain a competitive edge in a rapidly evolving digital landscape. My worry, though, is what will happen to apprenticeships and junior positions – the next generation of marketeers?”
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Joshua Pearson, Head of Peaco Marketing
“Some of the most interesting ways in which we are seeing AI make itself known in our world are certainly coming from the concept of content marketing. With the likes of Chat GPT, BARD, and the new Google Search changes coming next year bringing AI to almost every search, and everything else on the market, it has never been easier or more common to use AI in order to generate content.
“It could be for research, like when looking at new releases or researching old vehicles for example in the used market. That’s alongside product descriptions, content marketing materials and blogs, email marketing, or anything else that you could possibly think of. That’s all alongside it being integrated into most tools in the marketing world too, and it has never been more exciting to be in the industry, without a doubt!”
George Bates, SEO Manager at Limelight Digital
“AI has been transformative, particularly in the digital marketing arena. Think of AI as a smart tool; it’s capable of delivering precise, personalised content and ads, supercharging our campaigns’ effectiveness.
“At Limelight Digital, we’ve been using AI for Google Ads and SEO. AI’s machine learning abilities are incredible; they allow us to understand customer behaviour better than ever. This technology lets us anticipate what customers need and create messages that really hit home.
“Where AI truly shines is in its ability to enhance our SEO and PPC strategies. It automates mundane tasks like keyword research, and optimises our ad spend, making our marketing budget work smarter. For social ads, AI analyses user behaviour to fine-tune targeting, maximising reach and engagement.
“AI’s influence in marketing analytics is also a big deal. It processes huge data sets and provides deep insights, supporting us in making data-driven decisions.
“Overall, despite some ethical and privacy concerns, AI has dramatically reshaped digital marketing and looks set to continue doing so as it evolves.”
Dan Robinson, Head of eCommerce and Marketing at Instant Print
“Quality not quantity” – that’s the main theme in which AI has impacted marketing in the last 6 months. At instantprint we’re utilising AI in virtually every single role within the Marketing & eCommerce department but ensuring that we are producing quality work, assisted by AI, has been my success criteria for the team. Ironically, we’re utilising AI to score and measure how authentic our content is as well as how “human” it is.
“We have grading matrix that were developed years ago that we’ve adapted to factor in AI detection and ultimately we’ve come to a balanced view of content supported by AI gives us the best results. Utilising it to streamline processes, provide inspiration and base levels of structure before giving it the experience and human touch we know our audience love.
“Something we have our eyes focused on in the future: SEO. Google has stated that so long as content is generated with humans in mind then whether it is AI or human generated it stands the same chance of ranking in SERPs. I think that will change as Google develops its understanding of AIs contributions to online content and so we’re trying to get ahead of that decision by creating as much content by humans, supported by AI, as possible.”
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Klara Tulicic, Social Media & Video Marketing Strategist
“With both creative and analytical aspects, marketing is among the top industries impacted by AI. I believe using generative AI like ChatGPT can differentiate a beginner from a pro. While some think of AI as a solution, others seek inspiration and tools to streamline their processes in AI.
“Probably everyone once read: “Looking for X? Look no further…”. This extremely generic and boring sentence is an example that took the internet by storm.
“By now almost everyone recognizes it’s AI-generated and lacks creativity. However, pros see AI as a tool for inspiration, automation, data analysis and error reduction. I reckon they’re not running away from AI-driven marketing, but rather embracing it while being aware of the importance of human touch, intervention and creativity.
“In the future there might not be much difference between beginner and pro marketers that use AI, but now it’s quite obvious who puts effort in, and who does the copy-paste method.
“Lastly, AI affects the marketing industry tremendously, but currently, it’s up to the individual practices and ethics that take it to the next level.
Martin Corcoran, CEO and Founder at Summit
“Digital trends can be exactly that, a trend that has some popularity and quickly fades away. So it can be difficult to know whether a new tech trend is here to stay and whether to invest money in it. A recent example of this would be the Metaverse. The buzz over the term has been much bigger than the practical side of people actually using it and so billions have actually been wasted trying to keep up with a tech trend that hasn’t taken off.
“However, when it comes to AI there are a lot more immediate and practical uses. We’re already seeing its impact and it’s likely to last. One of the main reasons for this is that AI has a lot of funding across the breadth of digital and some of the biggest players in tech, including Google and Microsoft, are suggesting that it has been universally successful.
“A major benefit of AI is that it will make the production of content a lot quicker, but as we all know the best results come from quality, not necessarily quantity. Customers and consumers only have so much time in the day to consume content so providing quality remains key, and AI is yet to be proven on this front. Ultimately, a higher volume of content just makes more noise and more complications for marketers – there is no ‘turn key’ option in this space.
“In summary, while there have been some impressive results with AI, and support for the tech is most definitely there, the jury is still out as to whether it will truly impact the marketing sector in terms of replicating creative and quality results.”
Adam Preston, Head of SEO at Summit
“We expect to see the use of AI in marketing continue to grow as the popularity of ChatGPT has already shown how useful AI can be in creating content. In marketing, we’ll also see a rise in content creators using AI tools and tech as a foundation and starting point for their content output.
“Despite the rise in AI tools, we still anticipate that the best content will have real opinions, thoughts, and the type of creativity that can only be generated by humans. Google’s guidance on AI-generated content reiterates this, stating that it will “reward high-quality content however it’s produced”. This effectively gives the green light to content producers to use AI in their work, but still requires them to show that human touch.
“We know that in the near future content creators and marketers will be using AI, but only to enhance their content, rather than AI replacing content writers completely.”
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Jonas Muff, Founder and CEO at Vara
“In the realm of breast cancer diagnosis, the emergence of Artificial Intelligence (AI) has ushered in a new era of precision and potential. AI technologies such as Vara are revolutionizing the way we detect and diagnose breast cancer, leading to improved outcomes for women around the world.
“One remarkable aspect of AI’s impact on breast cancer diagnosis is its capacity to analyze vast amounts of data, including medical images and patient records with exceptional accuracy and speed.
“This analytical prowess allows AI to identify subtle patterns and anomalies that may elude human radiologist observation, enabling earlier detection and more precise diagnosis of breast cancer.
“In Germany, where 1 in every 3 is screened for breast cancer using Vara’s technology, Vara has been able to show that Vara-assisted radiologists significantly outperform average radiologists. Vara helps radiologists find 42% of all interval cancers that were otherwise missed by them and reduce the workload of radiologists by 73%.
“Moreover, AI when deployed at scale is enhancing the accessibility and affordability of breast cancer diagnosis enabling Vara to tackle the high prevalence and mortality of breast cancer in Egypt, Mexico, and India – countries where it is needed the most.”
Ruth Zawoda Clea, CEO at Truly Content
“The marketing industry is currently experiencing a significant transformation due to artificial intelligence technology, and those agencies that do not learn and adapt will be left behind. This transformative influence allows those in the industry to produce high-quality content faster, enhance customer experiences, and streamline campaigns.
“Using AI, marketers can analyse vast amounts of data, identify relevant trends, and generate valuable insights for content creation. We can examine user engagement metrics, sentiment analysis, and conversion rates, enabling us to refine their content strategies, optimise campaigns, and deliver impactful messaging that resonates with their audience.
“However, it’s crucial to strike a balance between AI-generated content and human creativity to maintain authenticity and uphold brand values. Ensuring that clients are aware of when AI is being used is essential, and adjusting to the needs of each individual client is necessary. We must also make sure that creatives are not stifled by this technology, but rather encouraged to work with AI. Human ideas should always come first.
“We have personally incorporated AI largely into our internal communications to make information gathering, quick chats and organisation easier. We look forward to using AI as a tool to make our processes run smoother.”
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Aaron Kwittken, Founder and CEO at PRophet
“The PR industry has been ripe for innovation that supports content creation, and the explosion of ChatGPT and generative AI has completely altered how communications professionals tackle content. Rather than agonizing over a blank page or meticulously spending hours on an outline, comms tech tools that leverage generative AI specifically will enable industry pros to work faster and smarter by generating first drafts of press releases, pitches, and blog posts, as well as assisting with ideation, research, and search engine optimization, just to name a few applications. And rather than simply generating content on the back end, they can also input their own copy on the front end to fine-tune, find areas for improvement, and punch up existing content to be more engaging.
“While some may still be intimidated, they’re ultimately just taking spellcheck, Grammarly and other assistive tools to the next level. Humans have worked together with these tools for years — and to the benefit of both parties. Regardless of tech’s growing presence, writing and storytelling will always remain an essential skill in the PR industry. The most successful PR professionals will learn to work in partnership with technology, and if comms technology is guided by and rooted in human judgment, the two together can make quite a symbiotic pairing.”
Oliver Yonchev, CEO & Co-Founder at Flight Story
“AI is not new to advertising. If you look at the last decade, AI has been used to automate and curate, essentially powering recommendation engines. Whether that’s social media serving the content you really want, Netflix serving the content that you didn’t need, Amazon serving you a more relevant product recommendation – this is what AI has largely been in place for.
“What’s really fascinating about this new generative era is that we’re moving from automation and curation to creation. We’re now producing new things that have never existed before, which means today your social media algorithms are different from mine. In a generative era this translates into being able to eventually create truly personalised experiences that are created in real time, opening up a whole host of creative possibilities.
“When it comes to how this will change the industry, there are many tasks that will become considerably more efficient. The types of tasks that marketers do will start to also evolve. Copywriters will more likely become editors, editors will become creative directors and so on. AI will split roles and responsibilities between execution and thinking, which will, in turn, profoundly impact advertising and lower the barrier of entry for creatives.”
Matt Hallett, Head of Product Solutions at Amperity
“Using the power of ChatGPT, a large language model trained by OpenAI, people can now ask questions and chat with Bing to receive personalised result, which will change the marketing and advertising industry to enable better outcomes.
“In the past, a consumer searching for an electric bicycle for their daily commute would use a search engine and receive a results page with a list of links. Unfortunately, these links were often a mixed bag. Consumers had the challenge of sifting through all those links to find the answers. Meanwhile, advertisers wasted ad dollars trying to target the right individual, thinking this was the pinnacle of innovation.
“With the new Bing, consumers searching for daily commuter bicycles can now open a chat window with new Bing. Within this chat experience, the consumer can refine their needs as the conversational AI produces more relevant answers. AI can even make recommendations based on other considerations such as distance, terrain, maintenance and more.
“Through this conversation, the consumer builds trust in the results, and their experience is only enhanced when they see relevant and timely ads within the chat. As the ad offerings mature within platforms like Bing, the cost will likely increase. And it’s a worthy price to pay because the conversational nature of ‘chat’ allows customers to refine their needs to a more laser-focused outcome, making the advertising more effective.
“The future of AI and its integration into advertising is full of exciting possibilities. But to take full advantage of this AI evolution, marketers must tap into their first-party data and have the right tech infrastructure.”
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Ryan Welmans, CEO at Sopro
“We’re currently embedding AI across our platform – responder categorisation, auto-objection handling, prioritising high-quality leads, even basic message writing – all great examples of upgrades made possible by ChatGPT and its peers, though the human touch is very important for a sales enablement business like Sopro. This type of automation not only saves time and resources but also enhances efficiency and effectiveness, enabling marketers to focus on more strategic initiatives.
“For me it feels increasingly likely we’ll soon see AI powered marketing platforms able to develop custom end-to-end marketing strategies for every target customer.
“AI can assist in optimising content by analysing performance metrics, such as click-through rates and conversion rates, and providing recommendations for improvements based on the data.
“Possibly the most important use of AI is its ability to learn from customer data in order to tailor content to meet specific needs. This includes creating bespoke text, images, and unique video assets for each individual prospect. AI will also facilitate executing campaigns directly via integrated ad-engines, messaging tools and social schedulers to reach people via virtually every medium, with perfectly tailored messaging, at just the right cadence.”
Nick Reid, SVP and Managing Director, EMEA at DoubleVerify
“AI is already at the heart of solutions that solve advertising pain points. For example, brand safety solutions which classify content are currently using a combination of human review and AI algorithms. Content categories that leverage ontology and machine learning ensure classifications represent the actual content and context of a page, not only helping brands to place ads in relevant and safe environments, but also ensuring publishers can monetise pages effectively.
“There’s also much more that can be done leveraging AI in the future. We have found that attention metrics in advertising correlate with performance outcomes and believe that AI will help advertisers optimise attention through a real-time, automated approach. Ultimately, AI will enable the industry to scale existing technology and solutions to help better optimise performance.”
Philip Koh, Co-Founder & Director of Strategy at Without
“There is no doubt that ChatGPT is a useful tool to speed up the technical labour of writing. For SEO-driven copy, it’s perfect: bots chatting to bots. When the aim is simply instructive or informative, and you feed it with all the details, it works a treat.
“But these tools – as they currently stand, at least – can only produce based on what’s gone before. It never disagrees. It won’t challenge you. Being based on probability, ChatGPT will eventually fill the world with the lowest common denominator. For companies that value being different and challenge preconceptions, ChatGPT’s ability to be original is only as good as the information it’s fed. If you are able to nourish it with differentiating factors your competitors can’t match, you’re halfway there. Give it that, and it will turn it into something lacking linguistic creativity, so you’ll have to finish it off, too.
“During an internal experiment, it was our digital designer, a proficient user of OpenAI, who summed it up best: “The more AI we see being adopted by the masses, the more truly disruptive brands will value the human touch. The people and things we really aspire to never follow the status quo.”
“Perhaps that is its biggest creative asset of all: if you’re impressed with ChatGPT’s output, that’s your cue to do better.”
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Stefano Roberti, Digital Marketing Manager at AccuraCast
“Our advice has been to use AI for scale – When a task has to be repeated multiple times but cannot just be done with simple Excel formulae or macros – but not to rely on AI for writing up whole articles etc. And we always, always require human fact checking and review, because we often find AI takes a few liberties. It’s important not to allow AI it to substitute human thought but to complement it and aid it. It’s also great for monitoring the digital space for possible errors and negative engagement, which improves customer satisfaction and contributes to a safer digital environment.”
Florian Rosenberg, CTO at Crayon
“The current boom in AI technologies is set to revolutionise the way that organisations ‘do business’. With the increasing prominence of Large Language Models (LLMs), businesses across all sectors are discovering new avenues for optimisation and growth.
“These models offer practical solutions for businesses in terms of making processes more efficient, empowering employees, engaging customers, and transforming products and services.
“For example, media companies could utilise AI technologies to automate content generation and media analysis. The right solution could enable programme producers and editorial teams to easily search for relevant information, such as location, actors, or specific scenes. By leveraging LLMs and knowledge mining techniques, employees can create a rich internal knowledge graph, empowering content creators and enhancing the efficiency of their media catalogue.
“Meanwhile, contact centres can utilise AI to transform the customer experience. By transcribing audio recordings and utilising LLMs, contact centres can address the challenge of unstructured data in customer interactions. Instead, this data becomes easily searchable – enabling the wider business to extract valuable insights which can boost productivity and customer experience – which turns the contact centre into an invaluable source of business intelligence.”
Isabel Perry, VP of Emerging Technology at DEPT®
“AI is disrupting marketing in several ways. Firstly, organisations are increasingly looking to embed generative AI into their search and discoverability, ensuring that whatever content you have online – from articles to products to employee profiles is connected by context and semantics. AI is facilitating the creation of more effective and personalised customer experiences – from better timed emails to product recommendations. At DEPT® we are also enabling novel product experiences, for example, using machine vision to help steer cargo ships, teach sign language and build AR cooking apps for Sesame Street.
“AI applications are also helping to optimise media – whether that is automating the process to reduce time to launch from 3 months to 1 month or building product recommendation models to recommend the next best action. In one of our use cases, AI helped drive a 485% uplift in revenue for a beauty brand. Finally, generative AI is making rapid changes in organisations’ creative production and workflow through automating translations, product descriptions and quality control, but also changing how companies conceive, illustrate and produce design assets.
“By leveraging AI’s capabilities, marketers can better predict what will work in their campaigns, achieve enhanced personalisation and improve performance.”
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Gareth Simpson Founder & MD at Seeker Digital
“The rise of AI tools has hit marketing and specifically SEO hard, and even seasoned professionals are panicking. It’s easy to envision a future where Google Search is replaced by a universal interface that suggests what we need. We’re all wondering what impact our tried-and-tested tactics are going to have in a couple of years, or a year, or even six months.
“But while I agree it’s a difficult and confusing time, I don’t agree with those who declare that SEO is — or will soon be — “dead”. The SEO industry has always demanded adaptability. Old tactics die out, but the game remains. And even if search itself dies, the heart of what we do — non-paid organic marketing — will remain, whether we’re optimising for voice search, VR, or AI prompt outputs.
“So I’m bullish on AI overall. At Seeker Digital, we’re focused on innovating within our niche, taking advantage of new AI technologies and tactics. I’ve heard it said, and I agree, that AI won’t replace SEO: instead, SEOs who use AI will replace those who don’t. If you’re in the latter group, you should reconsider your plans. There’s still time for reinvention, yes — but the window is closing rapidly.”
Sanjay Chauhan, Creative Director/GM at Stratticus
“AI is a double-edged sword. Crucially when it comes to protecting your website and the data you collect from your customers.
“We’ve seen the use of AI explode recently. Whilst automation will never replace the human touch, for example, when it comes to UI (User Interface) and UX (User Experience) design or writing code, nor will a bot fully understand the nuances of the English language, it is a practical tool to increase efficiency for marketers.
“One red flag is the rise of AI-powered cyber-attacks. Increasingly hackers use AI to create more sophisticated and targeted attacks. Likewise, AI can help detect and prevent potential security breaches.
“AI is not a silver bullet. Human oversight is required to ensure accuracy and effectiveness. Partnering with a security-backed dev team that understands the power of AI will bolster a company’s defences and mitigate the threat posed by AI.”
Andrei Marin, Co-Founder and Chief Operations Officer at CodeCrew
“AI has undoubtedly made a significant impact on the marketing industry, but when it comes to storytelling—the heart of marketing—AI falls a little short. Successful brands have thrived by connecting with customers through unique angles and captivating narratives, building vibrant communities of brand ambassadors.
“While AI can contribute to bringing new ideas to life and serve as a springboard for marketers’ concepts, it hasn’t quite evolved enough to replace the role of a talented marketer. Many marketing professionals currently use AI for idea generation and testing strategies, but the final decision-making still heavily relies on the marketer’s creativity, experience, and expertise.
“Instead of viewing AI as the ultimate solution, marketers should continue to embrace the value of the ideation process and leverage AI to enhance their ideas and strategies. Importantly, let’s not forget the critical role of human insights and intuition in crafting compelling brand narratives. As AI advances, its impact on marketing will undoubtedly evolve, but for now, human marketers remain the driving force behind successful storytelling and brand building.”
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Martin Wilkinson-Brown, Chief Marketing Officer at Foundever
“It’s our vision that the next stage of digital transformation will be built around a hybrid model integrating both human and machine.
“AI and generative AI present significant opportunities. Automating repetitive tasks with no real added value enables us to refocus our people, helping to maximize the value of talent and increasing engagement through more rewarding work. As talent shortages impact us around the globe, AI also offers a potential solution to addressing hiring concerns in the future by increasing the effectiveness and efficiency of available talent.
“AI presents the potential of new opportunities to increase our agents’ quantitative and qualitative capacities and can perform a range of the tasks necessary within a CX interaction.
“However, in the short-to-mid-term, within a CX context in which many tasks are already automated and applications are in place to address basic problems, successfully harnessing generative AI is most likely to require some levels of human oversight to ensure that actions and decisions are appropriately checked and validated before going live. Importantly, the ability to decide by coordinating tools, the need for connection and empathy between brands and customers for the development of a lasting relationship; only humans can do this today.”
Kevin Wang, Chief Product Officer at Braze
“Excitement around artificial intelligence (AI) and its potential to revolutionize marketing has reached a fever pitch, especially driven by advances in generative AI models. The sheer effectiveness of modern AI techniques indicates that AI is the “Big One,” similar in impact to the internet, and will reshape industries at a scale we haven’t seen since the launch of the iPhone.
“While the future is unknowable, there are a few likely outcomes that I see from the current AI wave.
“First, marketing is fundamentally about engaging with audiences in ways that are compelling to them – giving teams leverage to communicate in deeper, more personalized ways at scale. As an automation technology, AI has the potential to dramatically accelerate teams – in a few years, not using AI might be as crazy as not using spreadsheets or workplace chat.
“On the other hand, AI is not a silver bullet. It’s tempting to look at the magical experiences crafted by ChatGPT, MidJourney, and others and assume that they’ll solve all of your business needs, but if you don’t have a great product and service offering, AI can’t save you. AI will be an accelerant to strong businesses, not a panacea for weak ones.
“Finally, AI will make the data privacy landscape evolve even faster. The question of what data to train on, what proprietary datasets a brand has available, and how to tie together the infrastructure to even leverage valuable data is all open.”
Steve Leigh, Managing Director at Sensu Insight
“Many marketing professionals have expressed concerns about what AI could mean for our industry, with some citing the integrity of content production and others worried about human jobs becoming redundant. But from our perspective, AI has unlocked a better understanding of customers and markets.
“These technological advancements are allowing huge quantities of online posts and comments to be analysed and processed, so attitudes can be assessed and trends can be tracked over time. For marketers, AI allows them to measure how ongoing communications are being received in real-time.
“For example, we’ve just completed a piece of research for part of the education sector that used 2.93 million pieces of data, and with the help of AI we were able to extract insights that will be used as the foundation for a new marketing and communications strategy.
“First, we identified and isolated the key topics that have the most impact on reputation, then we analysed the intent and emotion behind these comments to better understand how perceptions are changing over time.
“AI has already had a seismic impact on marketing which, more than any other sector, stands to gain enormously from this technological advancement.”
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