Three Ways AI is Becoming Marketing-Ascendant

Over 300 participants gathered earlier this month for the ANA AI for Marketers Conference a crucial industry event focused on examining AIamp8217s rapidly evolving role in the marketing industryFrom the insights to the creativity from the theoretical to the actual realworld case studies shared three overarching themes emergedHumanAI CollaborationSpeakers emphasized the need to view AI not as a competitor or replacement for human intelligence but as a powerful tool that can augment and elevate our own capabilities As CognitivePath39s Founder Greg Verdino said quotAI is your assistant not your bossquotLu Cotterill Global Senior Director of Marketing Insight at Kellanova emphasized the importance of putting people at the center of all AI efforts For this to happen we must trust that the AI is accurate honest and unbiased aka Responsible AI Traci Spiegelman Vice President of Global Media for Mastercard shared details on how they help small businesses combat AI bias with a chatbot built off Mastercardamp8217s inclusive data in addition to licensed data from select partners such as Group Black TelevisaUnivision and Newsweek The chatbot functions as a mentor to entrepreneurs and small businesses providing them with counsel that is relevant to their specific needsGenerative AI39s Creative PotentialFor decades we have heard about the promise of 1to1 marketing but complexity and the need for investment have been enormous hurdles for many companies Chris Duffy Head of GenStudio at Adobe told the audience that complexity may be just what AI does best sharing some of the latest AIdriven creative tools and capabilities that could help us harmonize ideation creation production and activationShelley Palmer CEO of The Palmer Group took attendees through the fundamental shift from curation to generation calling on the audience to remember the date that OpenAI released ChatGPT November 30 2022 amp8220Post this date it is less and less likely that what you are seeing is created by humansamp8221Joe Rivas at IBM inspired the crowd noting that AIamp8217s purpose is to not just drive efficiency but to amp8220fundamentallyamp8221 wake up creativeChallengesAlong with AIamp8217s positive potential marketers cannot ignore questions surrounding IP copyright and societal influence A panel on ethical and legal considerations led by the ANAamp8217s Executive Vice President and Head of Government Relations Chris Oswald with participation by Stu Ingis Partner and Chairman of Venable LLP and Jason Koye General Counsel North America and Worldwide Privacy Officer Omnicom Media Group discussed each of these topics From the EU to the Oval Office to the Halls of Congress the FTC and individual states legislation and standards will have a profound impact on our daytoday use of AI We learned that there are likely to be different standards depending on the risk involved with specific applications Sensitive information such as health AI will require strict standards while other use cases may be less restrictive Unlike the early Internet days when the government was slow to respond 31 states have already introduced over 200 bills related to AIUpskilling for an AIEnabled FutureSpeakers widely agreed that reskilling marketing teams will make or break AI39s potential impact As Josh Campo CEO of Publicisamp8217 Razorfish boldly stated in a onetoone with 4Aamp8217s CEO Marla Kaplowitz quotThe machines won39t take your job the people who know how to use them willquotData mastery is a prerequisite with CognitivePath39s Principal Analyst and Cofounder Geoff Livingston calling it quotthe goldquot that powers effective AI solutions Erica McCoy Resonateamp8217s CMO emphasized the critical role of predictive AI in marketing specifically its capacity to leverage vast amounts of data to drive revenue and enhance brand development She explained that while brand awareness is essential the goal for marketers is to increase revenue and predictive AI is a potent tool for achieving a positive financial outcomeThis brief summary only scratches the surface of the valuable research and insights shared at the Conference To learn more visit ANAnetAIPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Three Ways AI is Becoming Marketing-Ascendant

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Michael Donnelly

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