Gen AI: Revolutionizing Marketing with Artificial Intelligence

In the rapidly evolving field of marketing, a groundbreaking technology called Gen AI is emerging as a potential game-changer. Renowned for its ability to drive businesses forward faster and more efficiently, Gen AI holds the key to revolutionizing creative campaigns. In a recent discussion with industry experts Rio Longacre, MD at Slalom, and Jon Williams, global head of agency business development at AWS, we explored the transformative potential of Gen AI in marketing.


Gen AI: Unleashing Its Transformative Power


Longacre highlighted the shift from experimental exploration to strategic implementation in the Gen AI landscape. Companies are now actively seeking areas where Generative AI can make a significant impact and move the needle. Instead of merely trying different approaches, they are developing Gen AI strategies, investing in areas such as eCommerce, operations, and creative. The goal is to generate ideas, test them, and commercialize successful ones, while also embracing the agility to pivot and explore alternative solutions if needed.


Gen AI as a Marketing Assistant


Williams shed light on how Gen AI functions as a marketing assistant. He mentioned Amazon Q, a generative AI-powered assistant designed for tailored work solutions. By leveraging data and expertise from a company’s information repositories, such as codebases and enterprise systems, Q can perform tasks like learning brand style guides, transforming press releases into blog posts that adhere to brand standards, analyzing social media presence, creating posts that resonate with followers, and summarizing results for team review. This integration of generative AI capabilities into enterprise systems and data leads to a self-fulfilling circle of incremental productivity.


Leveraging Gen AI for Efficiency and Cost-Savings


Longacre highlighted three ways marketers are harnessing Gen AI for greater efficiencies and cost-savings:


eCommerce Companies: Gen AI has been used to generate descriptions for 10,000 product SKUs in just a few weeks, saving months of time and approximately a million dollars.


Paid Media Campaigns: Tailored generative AI tools, such as lifestyle image generators, have shown a remarkable 20 to 25% increase in conversion rates compared to plain white background images. Marketers swiftly deploy these features, test their efficacy, gather results, and optimize campaigns based on insights.


Banks and Finance: Artificial intelligence is now generating creative briefs, reducing the time spent on communication with agencies by around one week.


These examples demonstrate how Gen AI expedites the creation of creative briefs, imagery, and product descriptions, enabling faster customization of on-site experiences. Human oversight remains crucial in the early stages of AI adoption to ensure outputs meet expectations and minimize risks.


Setting Up for Success with Gen AI


Williams outlined five key elements for a successful Generative AI strategy:


Tech Stack: Build a robust tech stack that allows exploration of models, testing of use cases, and selecting the right ones.


First-Party Data Foundation: Ensure accurate and real-time data ingestion, storage, and management to provide the necessary inputs for Generative AI models.


Human Oversight: Maintain human involvement to verify and refine AI-generated outputs, preventing anomalies and ensuring desired results.


AI-Specific Analysis Skills: Develop expertise within teams to interpret and apply AI model outputs effectively.


Process Redesign: Consider adapting existing processes or workflows to leverage the capabilities of Generative AI.


Start Small for Big Results


To successfully implement AI, brands are advised to start with small, measurable use cases that require minimal changes. Subject line optimization, email body optimization, and paid media ad optimization are areas where human oversight can be integrated, providing an opportunity to experiment with different segmentation strategies and messages.


Embracing the transformative potential of Gen AI, marketers can unlock new levels of efficiency, cost-savings, and personalized customer experiences, all while keeping human oversight at the forefront of AI integration.