How AI Will Transform Marketing

Article Summary

In the fierce battle to capture customer attention, how do you stand out?

AI opens up a world of possibilities, and the future opportunities are enormous. This article presents insights that could radically change the marketing profession.

Campaign Creation

If creating visuals once required hiring an illustrator, a generative AI can now create them for a thousandth of the cost, a thousand times faster. Inevitably, the cost of creating text, audio, images, and videos drops to zero. The consequences are huge:

• A billion variations: With the creation cost near zero, every advertisement can be infinitely adapted. Each variation can be measured and improved automatically. An inspiring parallel: imagine a genetic pool where the mutations of organisms that better adapt to their environment survive. This level of responsiveness and adaptability transforms the way campaigns are managed, making marketing more dynamic and effective.

• Deep content: If the creation cost drops to zero, then anyone can create billions of images, audios, texts, or videos. But how to stand out in such a world? By creating ever 'deeper' content. For example: creating a video game to promote a service, creating an app to mention a product, or creating a Netflix-style series to highlight a fragrance. What once seemed unimaginable in marketing efforts becomes possible, accessible to the most creative and visionary.

• Explosion of marketing ops: If the creation cost drops to zero, streamlining the creation of new campaigns, from creative briefs to launches, becomes imperative to effectively utilize generative AI.

• Continuous content: If the creation cost drops to zero, then creating a continuous flow of video or audio to promote a service also becomes achievable. Today, you can (expensively) pay a streamer to mention your product continuously. Tomorrow, you may generate your streamer to mention the benefits of your services continuously (or partially), 24 hours a day, 7 days a week.

Campaign Personalization

Today, marketers target market segments rather than individuals. However, with AI, personalization reaches an unprecedented level:

• Instant global marketing: Now it's possible to instantly translate campaigns into all languages, making marketing truly global. Check out Heygen, ElevenLabs, or Lipitt for an idea.

• Deep fakes: Imagine receiving a personalized video where a celebrity, your favorite celebrity, addresses you directly, using your name and discussing your specific interests. This ultra-personalization creates a strong emotional connection, boosts engagement, but at what ethical cost?

Ultra-personalization at every stage of the customer journey: The client onboarding process can also be personalized. For example, a tailored marketing experience might include a virtual concierge guiding each user through product or service features, answering questions, and adapting the experience to their preferences.

The End of Marketing

The convergence of marketing and sales: Thanks to ultra-personalization of campaigns at the individual level, marketing transforms into a true 1-on-1 conversation with each prospect. These virtual sales agents will be able to speak any language, eliminating linguistic and cultural barriers, and providing a perfectly tailored customer experience for each individual.

In a future where we mainly interact with advanced language models (LLMs) to obtain information faster and more precisely than through traditional websites, messaging bots and real conversations become even more crucial. Every interaction becomes a sales conversation.

Key Skills for Tomorrow's Marketer

1. Tech: Master new technological tools to use them to your advantage.

2. Writing: Clearly express intention.

3. Understanding the Zeitgeist: Understanding global trends and human behaviors to create relevant and distinctive campaigns.

In conclusion, AI revolutionizes marketing by making content creation faster and more affordable, enabling large-scale personalization, and optimizing real-time campaign management. Tomorrow's marketers will need to master new technologies and deeply understand their audiences and the world around them to remain relevant and effective.