In the ever-evolving landscape of marketing, where artificial intelligence (AI) is rapidly becoming the backbone of strategy and execution, marketers are adapting and evolving into distinct personas -- not just one persona, but five that are inextricably linked and connected. And as always, with transformational change, the super glue that connects the winners from the laggards across these five dimensions is the essential human trait - Creativity.
Another key trait, discussed during the Upworthy Happiness Hour, is the importance of kindness in brand leadership. In examining marketing personas that lead these brands, it is critical to take a multi-dimensional lens that focuses on how to create meaningful connections with audiences and get to know them as a whole person in the spirit of empathy and generosity.
Here's a glimpse into the top five marketer personas that stand out in an AI-first world, incorporating lessons from the Cannes Lions 2024 and insights from the P&G Alumni panel hosted by VaynerX:
1. The Data Virtuoso
Marketers need to continually perfect their data and analytical skills by navigating through vast oceans of data, extracting meaningful patterns, and harnessing the power of machine learning to predict market trends and customer behavior.
Mastercard's "Room for Everyone"
Mastercard's "Room for Everyone" campaign, which won the Creative Data Grand Prix, showcased the power of AI in helping entrepreneurs. The campaign utilized a digital tool called WhereToStart, which combines Mastercard spending trends, street traffic, and noise level data to help Polish and Ukrainian entrepreneurs find prime locations for their businesses. This innovative use of AI-driven data insights highlights how data virtuosos can leverage vast amounts of information to create meaningful and actionable solutions that drive business success and community support.
2. The Change Architect
AI's role in the marketing domain has necessitated an unprecedented level of agility and adaptation. The Change Architect is someone who embraces this new era, expertly guiding their organization through the transition from traditional strategies to AI-infused methodologies and ensuring effective talent engagement and alignment.
Mercado Libre's "Handshake Hunt"
Mercado Libre's "Handshake Hunt" campaign, which won the Media Grand Prix, is a stellar example of a Change Architect in action. The campaign used AI to place their deals within popular content, creating a virtual handshake symbolizing a good deal. This creative integration allowed for real-time engagement and interaction, leading to over 50 million vouchers being given away. By strategically embedding their promotions in beloved content, Mercado Libre effectively transitioned from traditional advertising to an AI-enhanced interactive experience.
3. The Relationship Catalyst
Even in an automated world, human connection remains at the heart of marketing. The Relationship Catalyst leverages AI to deepen customer relationships and personalize experiences at scale.
Specsavers' "The Misheard Version"
Specsavers utilized AI in their "The Misheard Version" campaign to create a re-recorded version of Rick Astley's 1987 hit song, "Never Gonna Give You Up," with commonly misheard lyrics. This clever use of AI doubled as a mass hearing test, sparking a national conversation about hearing loss and leading to a significant increase in hearing test appointments. This campaign highlights how AI can be used to create personalized, engaging experiences that deepen customer relationships and promote important health messages.
4. The Technology Alchemist
The marketer who also adopts the Technology Alchemist role is an innovator who transforms basic digital interactions into a connected and seamless AI-driven consumer experience, understanding the different technology requirements and how they intersect.
Orange's "WoMen's Football"
Orange used AI to challenge gender biases in soccer by masking the French women's team as male players. The reveal highlighted AI's potential to promote gender equality and was part of a broader effort to change perceptions about women's sports. This campaign not only raised awareness but also celebrated athletic excellence.
5. The Finance & Governance Guru
Importantly, the marketer who adopts the Governance Guru persona navigates the treacherous waters of ethics, safety, privacy, legal, and financial acumen in the digital realm. This expertise is crucial in ensuring that AI-driven marketing initiatives are not only financially effective but also responsible and compliant with evolving regulations.
Meta's AI Initiatives
At Cannes, Meta showcased various AI-driven initiatives that enhance user experiences and foster inclusivity -- and importantly, drive financial return. Their new chatbot for Messenger and content management API for Threads are designed to make digital interactions more accessible and personalized. These tools exemplify how AI can be integrated into everyday platforms to support diverse user needs. Meta reports that advertisers see a return on ad spend (ROAS) of $3.71 for every dollar spent on its platforms. Using Meta's AI-powered Advantage products boosts this figure, with Advantage+ Shopping campaigns generating an average ROAS of $4.52 per dollar spent.
AI Personas Ignited at P&G Alumni Event
Gary Vaynerchuk opens the P&G Alum Panel aboard VaynerX yacht during Cannes Lions
Elevating the five personas requires the magic potion of the 3 C's - Chemistry, Candor, and Collision coming together -- exemplified by the leading CMOs who shared insights during the P&G Alumni Network panel I moderated during the Cannes Lions Festival, supported by Gary Vaynerchuk and the VaynerX team.
Chemistry: The Power of Attraction
Michelle Crossan-Matos from Ulta Beauty highlighted how the brand's loyalty program, with nearly 44 million members, personalizes customer experiences by integrating digital and physical touchpoints, creating seamless chemistry that keeps loyalists committed to the brand.
Candor: Truth is Everything
Jennifer Chase from SAS discussed the importance of transparency and trust in AI. SAS embraces the "trifecta of undeniable AI platform value: performance, productivity, and trust." This candor fosters trust and drives improvement, solidifying SAS's role as a trusted leader in analytics.
Collision: Igniting Genius
Najoh Tita-Reid from Mars Petcare shared insights on Pedigree's Grand Prix-winning "Adoptables" campaign. By leveraging AI to feature real shelter dogs in advertisements, the campaign transformed them into powerful messages for adoption. This innovative approach showcases how new ideas and technology can collide to create impactful and meaningful change.
The AI Journey Continues…
When the three C's - Chemistry, Candor, and Collision - come together, they pave the way to the CEO role with customer-obsession, data rigor, and competitive moves supported by ambidextrous thinking. As AI reshapes the marketing world, these five marketer personas each play a pivotal role in leveraging AI to its full potential while ensuring that the essence of marketing -- creativity, connection, and strategy -- remains strong. Embracing these personas takes commitment to learning, ensuring kindness and generosity, experimenting with new ideas, and continually questioning with a curious mind.
The intersection of talent, experience, and early wins sets the stage for a future where AI elevates human marketers and their capabilities to exciting new heights, driving profitable growth and delightfully memorable consumer experiences.
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