How AI Is Transforming The Marketing Industry

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Evgeny Popov is EVP and GM (International) of Verve Group. Read Evgeny Popov's full executive profile here.

In the realm of advertising and marketing, the evolution toward more sophisticated and personal engagements with consumers has necessitated a shift in focus from mere campaign impact metrics to the underlying reasons driving consumer behavior. Traditional models, while effective in their simplicity, often overlook the complex journey a consumer undertakes, from initial exposure to a brand to the final action of purchase or loyalty.

The introduction of computer vision AI into this landscape offers a promising horizon for not just understanding but actively shaping this journey. For marketers aiming to incorporate AI technologies such as automated content creation, augmented reality and enhanced personalization/targeted advertising, starting can seem daunting. Here are actionable tips for each area.Begin by identifying repetitive content tasks that can be automated to save time and resources.

Before implementing these features, marketers should familiarize themselves with the technology's basics, understand the ethical considerations and set clear objectives aligned with their brand's goals. Testing and learning from small-scale implementations can provide valuable insights for broader applications, ensuring a balance between innovation and responsibility.Automation lies at the forefront of this revolution.

To overcome these challenges, marketers should focus on building genuine relationships with their audience through authentic and transparent communication. Leveraging data responsibly to gain insights into consumer behavior can help create more personalized and meaningful engagements. Additionally, staying informed about and compliant with global and local regulations will not only protect the brand but also build trust with consumers.

In conclusion, the advent of computer vision AI presents a transformative opportunity for the advertising and marketing industry. By embracing these technologies, marketers can unlock deeper insights into consumer behavior, craft more resonant and engaging content and ultimately drive stronger brand attachment and business outcomes.

 

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