2024 Paid Media Prediction: AI Gets Personal
Everyone in marketing is talking about AI going into 2024 — how to use generative AI to create content and brainstorm ideas, how to use large language models (LLMs) to process data, and how to make our media buying choices more quickly and efficiently. 2024 will see a major expansion and clarification of use cases for this technology in paid media. We’re also watching the development of multinational government regulation of AI companies and services.
Customer service is a huge area for AI in marketing. AI-powered chatbots can screen out a lot of customers’ questions or concerns, standardizing the answers and providing correct information every time (how many times has one customer service pro told you one thing, and their colleague told you the exact opposite?) Efficient chatbots can maintain the brand experience across channels and clear up human-powered customer service lines for lower wait times.
Chatbots can also be built into interactive ad experiences! In 2023, we partnered with PadSquad to build an AI-powered chatbot recipe-picker for John Soules Foods. The campaign harnessed the convenience of AI tools and applied it to product recommendations. Read all about the campaign in this Digiday feature.
“We’ll see AI being used to enhance predictive personalization in e-commerce marketplaces. For example, AI can be used to recommend future products or services to consumers based on purchases, demographics, and preferences — that’s enormously beneficial technology for retail media networks and appealing to consumers looking to make their next purchase.” — Hillary Kupferberg, Exverus VP of Performance Marketing
Advertisers can also utilize AI to personalize ad messaging to the individual viewer, determine the best channel or placement for the ad based on consumer behavior, and automatically adjust prices to follow market fluctuations.
Learn more about how to utilize AI in your e-commerce strategy here.
What’s another use case for AI in advertising that no one’s talking about?
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