November 4, 2024
AI Disruption in Society and Marketing: Key Takeaways from Our Recent Conference
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  • Leadership and customer experience
AI Marketing

Our latest Data for Breakfast conference on AI disruption highlighted a pivotal moment akin to an industrial revolution for ad-tech and advertising. With AI now pervasive and continuously evolving, marketing professionals must rethink their strategies to stay relevant in a rapidly changing landscape. 

 

Introduction: The AI Revolution 

AI was first introduced in 2019, but its omnipresence is now undeniable. The unprecedented adoption of tools like ChatGPT has set world records, while predictions suggest that by 2028, 72% of people will use generative AI for search—up from just 3% today. As marketers, the challenge lies in navigating this new reality: how do we create and share content when creativity is produced differently, and audiences consume entertainment in novel ways? 

The consensus is clear: while AI won't replace marketers, those who harness AI effectively will outperform those who don't. Marketers should embrace AI as a tool for enhancing productivity and creativity. 

Current Challenges and AI Integration 

 We are currently in a period of experimentation (2024-2026) where marketers are testing various AI applications. Following this phase, a significant acceleration in AI use is expected between 2026-2028, leading to an elevation of AI capabilities by 2028-2030. This timeline suggests a profound transformation in how marketing operates. Despite the progress, several challenges remain. AI's reliance on existing platforms, like Google, means that tools using AI are not yet perfect. Moreover, there are concerns about the potential for AI to exacerbate exciting issues, like toxicity on social media. 

Panel Insights 

The conference featured a panel of industry experts, including Frank Galvani from Google, Solene Deswartes from Intact Assurance, and Sean Wiltshire from Data Sciences, who shared vital insights into the future of marketing. Frank emphasized the essential role of AI in daily marketing operations, particularly through predictive analytics, while Solene highlighted its crucial impact on insurance pricing and efficiency in digital marketing. Sean cautioned against overestimating AI's capabilities, reminding the audience that it lacks true understanding and focus. The discussion also touched on the transformation of traditional search marketing methods, as Solene noted that marketers are eager to adopt AI tools to streamline their processes. Frank elaborated on how search methodologies will evolve towards personalized user experiences, underscoring the need for marketers to adapt their strategies in this changing landscape. 

Content and Ethical Marketing Practices 

Quality content remains crucial in the AI era. Frank emphasized the need for tailored messaging, while Sean pointed out the challenge of segmenting audiences accurately with AI. 

Omnicom Media Group’s DCO solution Artbot was developed to help our clients to create ads at scale, using a combination of AI, CRM data and third-party information from our biggest partners like Google and Meta. 

Ethical considerations are also vital. Solene discussed the strict guidelines her team follows to ensure responsible AI usage, while Frank highlighted Google's commitment to ethical AI practices and collaboration with regulatory bodies.  

Measurement and Future Outlook 

Measuring the success of AI initiatives is complex. Frank suggested focusing on efficiency gains, while Solene mentioned how delegating routine tasks to AI allows her team to concentrate on strategic activities. However, Sean cautioned that many companies tend to underinvest in AI, which could hinder their ability to capitalize on these technologies. He also brought a global perspective, mentioning that AI regulation is now a priority on the international agenda, particularly highlighted during the recent UN General Assembly. Effective regulation requires cooperation among nations, making it clear that no single entity can tackle these challenges alone. 

Conclusion 

The conference underscored that while AI is reshaping the marketing landscape, it is also a tool for creativity and efficiency. As we navigate this transformation, collaboration, ethical considerations, and a focus on strategy will be crucial for success. AI presents great potential for marketers to embrace, while remaining vigilant about its limits. 

Redefining

creativity

We are steadfast in our belief that marketing and media creativity needs to be constantly redefined. Because we are emboldened by the ever-more meaningful, memorable and impactful connections this creates between a brand and its audiences. And most importantly, because it drives business success.