The future of marketing with emerging technologies and AI interference

Authored by Deepali Jain, Lead - Product Management, Tech Pepo, powered by Team Pumpkin.

As marketers, we know all too well the dynamic, ever-evolving, and highly technological nature of our industry. Especially today, when all of us are flooded with new AI-powered solutions that enhance every process of the work we do on a daily basis. Companies today are constantly looking for ways to revolutionise their products & services, optimize their targeting strategies to new consumers, improve customer/ client relationships, and automate certain tasks to better allocate human resources within the organisation. This continuous search leads them to Artificial Intelligence, whose power is reminiscent of an infinity stone in the gauntlet of advertising.

Artificial Intelligence is here to stay. That’s it. There’s no two ways around it. Whether we like it or not, it is something that must be embraced by businesses to draw out their potential above and beyond 100% in whatever they do. If we think that the marketing industry is exempt from this, all I have to ask is, “Who says?”. In fact, I believe that our industry can benefit from Artificial Intelligence as well as, if not better than, other industries such as Information Technology, Cybersecurity, Retail, E-commerce, and other sectors that are known to heavily incorporate AI in their operations and offerings.

In the contemporary landscape, AI excels at retrieving and analyzing data at breakneck paces. This allows companies to better understand consumer behaviours down to their most tiny, minute preferences. This is a key advantage in today’s world, where personalization is a massive attribute that consumers actively look for when making decisions. Using this information, AI gives companies the power to create hyper-targeted campaigns with the help of powerful algorithms. They are able to fine-tune content, provide relevant recommendations to customers, and engage with the audience in creative ways.

Another significant aspect of AI lies in its capability to predict. Simply put, this means that AI is able to anticipate future trends, potential shifts/ changes in the market, and adapt customer behaviour. AI is able to achieve this with a foresight that empowers us as marketers to make more informed decisions - decisions that are highly future-proofed, ensuring the longevity of our businesses and brand relations altogether.

Another fascinating feature of AI is the ability to allow the audience to share the screen with their favourite stars in ads. With Generative AI technology, people are able to have their faces superimposed and swapped with the stock actor in the ad. And all it requires is a single submitted selfie. Such innovations offer brands immense potential by breaking the barriers of creativity, putting the power in the hands of customers themselves.

At present, companies are able to automate many tasks with AI, which helps streamline many different aspects of a workflow. For example, AI is used to automate audience targeting as a result of which marketers are able to invest more time and effort into processes that are more creatively and strategically dependent. What this entails for companies is a synergetic relationship between humans and Artificial Intelligence.

The future of marketing is honestly incredibly exciting, based on all the developments we see happening around us today. Technology isn’t going to stop introducing us to new innovations any time soon, innovations that will be nothing but beneficial to product manufacturers/ service providers and customers/ consumers together.