Harnessing data-driven creativity: Transforming campaigns with AI and Programmatic

The third edition of DATAMATIXX ASIA 2024 Summit and Awards, held on August 6, 2024, brought together industry leaders to explore the frontiers of data, AI, and marketing evolution. A key highlight of the summit was a panel discussion titled ‘Harnessing Data-Driven Creativity: Transforming Campaigns with AI and Programmatic Strategies’, which was chaired by Priyanka Khaneja Gandhi, Integrated Brand Communications, Media & Digital Marketing Specialist. The esteemed panelists included:

Manas Gulati, Founder and CEO, #ARM Worldwide

Samyukta Ganesh Iyer, Brand Consultant and Executive Coach

Swati Nathani, Co-founder and CEO, Team Pumkin

In the ever-evolving world of marketing, the intersection of creativity and technology has become a pivotal focal point. During the panel discussion, industry experts delved into the profound impact of AI on the creative process. The conversation revealed how AI is not just a tool but a transformative force in driving personalized consumer experiences and enhancing the efficiency of creative workflows.

Priyanka Khaneja Gandhi opened the discussiona by emphasizing on the growing role of AI in the creative industry. She noted, “We’ve heard a lot about AI. It’s a big emerging trend. AI is not a replacement for creativity, but a tool to support it. Things like AI will lead to hyper-personalization and build superior experiences for consumers. While we’ve heard a lot of it today with our panelists, I hope to unravel some of these things with real-world examples, practical insights, and emerging trends to give you a perspective on what is really happening in this area.”

While speaking on how AI is benefiting the creative process,

Manas Gulati broke down the role of AI into two distinct aspects: research and media recommendations. He noted, “The initial research, which people used to do to compile a lot of basic ideas, is now being handled by AI. So, what we as human beings are doing is consolidating those ideas and reproducing something that is best for the brand. The initial research that used to take two to three hours has been automated.”

He highlighted the automation in media recommendations, particularly in performance marketing. “The recommendation engines and recommendations on creatives for performance marketing have also become automated,” Gulati explained.

However, he cautioned about the potential pitfalls of relying solely on AI-generated content, especially in SEO. Citing Google’s recent decision to delist AI-generated articles that lacked originality, Gulati stressed on the importance of human oversight. “While AI will give you the best content, you need to ensure that it is non-duplicated and original. The thought process remains that the research part comes from AI, but it’s up to us to convert it into something unique.”

Sharing her experience in managing creative work within an agency, Swati Nathani said that AI has permeated every aspect of their business operations. “For us, AI is being used in each and every aspect of our business,” she stated.

Nathani described how AI is utilized from the initial stages of idea generation to scriptwriting and even photoshoots. “There have been instances where entire photoshoots were replaced with AI-generated images. Moreover, targeting has become extremely personalized, and internal project management is getting automated. We’ve just started with AI, and every day we learn something new,” she elaborated.

Her insights underscored the versatility of AI as a tool that enhances both the creative output and the operational efficiency of agencies.

Offering a brand marketing perspective on the integration of AI, Samyukta Ganesh Iyer acknowledged that there was initial resistance from brand teams when AI first entered the scene. “It took time for the brand teams to come to terms with it,” she admitted, adding that concerns were initially raised about agencies using AI instead of creating content manually.

However, as AI became more integrated into daily operations, the resistance faded. “We all started learning and embracing the technology,” she explained. She shared an example from her time at Kaya, where AI played a crucial role in revamping their website. “We used AI extensively, especially for the services section, which was crucial for our business. AI helped generate a lot of content overnight, but we still applied human intelligence to ensure the content was accurate and tailored to our clients’ needs.”

Samyukta Ganesh Iyer’s perspective highlighted the adaptability of brand teams and their ability to harness AI as a powerful tool, much like Excel or Word, to enhance their marketing strategies.

The panel discussion offered a deep dive into the transformative power of AI in the creative and marketing sectors. From streamlining research and automating media recommendations to enhancing the efficiency of creative agencies and overcoming initial resistance in brand marketing, AI is proving to be an invaluable tool. However, as the panelists emphasized, the human element remains crucial in ensuring that AI-generated content is original, relevant, and impactful.

As AI continues to evolve, its role in shaping the future of creativity and marketing is undeniable, promising to drive innovation and efficiency in ways that were once unimaginable.

These are edited excerpts. For the complete panel discussion, please watch below:

https://www.youtube.com/watch?v=qDZZZxiahKk