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1、WITHWINNINGAIModernMarketingReckonerINDEX01020304060912131519212324252830ModernMarketingReckonerINTRODUCTION Artificial Intelligence-Created and Powered by Human Intelligence Bad Ingredients Spoil a Great Recipe-Lead With High-Quality Data To Excelin AI Foreword by Aseem Kaushik,Country Managing Dir

2、ector,Loreal India;MMA Global India Member Company.Chairmans Remarks-The AI Imperative:Transforming MarketingFrom The Ground-Up.AI IN PRODUCT&PACKAGING Role of AI in Product Design&Packaging POVs on AI in Product&PackagingAI IN PLACE,PRICE(DISTRIBUTION&E-COMMERCE)Unleashing the Power of AI:Transform

3、ing Distribution and eCommerce Bohemian Rhapsody AI:From Sci-Fi Hype to E-commerce RealityAI IN PROMOTIONAL MARKETING STRATEGIESAIs Impact on Understanding and Enhancing the Customer Journey Winning With AI The Influence of AI across the Consumer Purchase Cycle Supercharging Marketing Strategies wit

4、h AI at a greater PACE The Role and Impact of AI on Understanding the Customer Journey AI:Illuminating the Complex Pathways of Customer JourneysCreative Development with AI AI as an essential advantage for marketers Unleashing the Power of AI Revolutionizing Messaging StrategiesTHIS REPORT EXPLORES

5、THE INFLUENCE OF AI ON THE 4 KEY PILLARS OR Ps OF MARKETING-PRODUCT,PLACE,PRICE&PROMOTIONS.INDEX3133343739414344464850515255575961636566ModernMarketingReckoner Beyond the Algorithm:The Secrets of AI-Driven Messaging Success AI and the Creative Renaissance Creating Content in an Era of AIGenerative A

6、I in Marketing Reinventing Marketing with Generative AI Generative AI:The Biggest Game-Changer for Brands In The Coming Decade What AI can and cant do and what that means for marketers Gen AI revolutionizing Digital Marketing The Future of Generative AI in Marketing Impact of GenAI in marketing acro

7、ss screens and businesses by India,for India Navigating the Future:The Top Generative AI Capabilities Shaping the MarketingLandscape How Marketers can succeed with Generative AI Marketing in a AI first world Winning with AI in Marketing:In a winner takes all market,understand the valueof being right

8、 and the price of being wrong.AI in Media Planning and Optimization AI In Media Planning and Optimization AI Comes Naturally to the Promise of Programmatic Advertising The Transformative Influence of AI on Media Planning and Optimization Artificial Intelligence in Media:Is it a Transformational Take

9、overor Disruptor for Growth?Measurement and Analytics in AI-Driven Promotional Strategies AI needs you as much as you need AI AIs evolution across the full funnel AI-driven Automation,intelligence,and Analytics Transforming BusinessStrategiesLINDEX6870727476788789909192939497ModernMarketingReckoner

10、The Transformative Influence of AI in Marketing:Unveiling the Future of BusinessGrowth AI Revolutionizing Marketing Analytics:Harnessing the Power of Data forReal-Time Insights and Predictive Precision Maximizing Impact:Harnessing Measurement and Analytics in AI-DrivenPromotional Strategies Anticipa

11、te,Act,Ascend:Quantifying Campaign Success with AI-driven AnalyticsManaging the Risks of AI,Including Brand and Reputation Risk Managing the Risks of AI Synergy Between AI and Contextual Targeting:A Blueprint for Brand SafetyETHICS AROUND AICAPABILITY BUILDING&IMPLEMENTING AI Modern Marketing Reckon

12、er 2024:Winning With AI A Roadmap for Generative AI in ABM How AI is Reshaping Content Creation and Consumption Its going to take some work!Use AI to boost human potential,not replace it Navigating AI landscape:Intelligent Marketing OS for Marketing Excellence AI in Marketing Use Cases from MMA Glob

13、al India Member Companies How MMA Global is Helping Marketers Win With AI in MarketingModernMarketingReckonerINTRODUCTIONINTRODUCTIONModernMarketingReckonerArtificial Intelligence Created and Powered by Human IntelligencePRASANTH KUMARPRASANTH KUMARMMA Global India Co-Chair;CEO-South Asia,GroupMMode

14、rnMarketingReckonerIntroductionIn a world where there is a lot of debate about AI replacing humans,it is perhaps necessary tostep back and remind ourselves that at the core of many things which are intelligent,arehuman beings.This is especially true of marketing which quintessentially is about peopl

15、e,or“consumers”,as we like to call them.To put it very simplistically,marketing is all about understanding people,their needs andemotions,crafting products and services to appeal to those needs and desires and persuading them to buy.As far back as 2018,a McKinsey analysis of more than 400 advanced u

16、se cases showed that marketing was the domain where AI would contribute the most value.However,like most things technology,what drives success is knowing when and how to use it meaningfully.And that today is arguably one of the steepest learning curves marketers are going through.The Modern Marketin

17、g Reckoner 2024 is therefore,built around the theme of“Winning with AI”.This report covers a very large arc on the role of AI across various aspects of marketing.It startsat the beginning of the marketing process,which is consumer insights and the consumerjourney,and moves on the use of AI across mu

18、ltiple areas.The spectrum covers a wide range of applications,be it crafting and designing products,ecommerce,creative and messaging,planning and executing campaigns and measuring marketing ROI.Not only is it limited to the marketing function,but also talks about what transformationalchanges are req

19、uired in in organizational structures,systems,processes,and most critically,culture for AI strategies to succeed.It also touches upon the ethics around application of AI and how it can be used to manage a company and brands reputation.Last but not the least,no report on AI would be complete without

20、a deep dive into a topic which dominates any conversation on AI,which is Generative AI.MMR 2024 includes carefully researched data and findings and has several interesting examples of how AI has been used in marketing.However,what is most distinctive are the POVs and thoughts from more than fifty in

21、dustry experts across varied domains,whose“human intelligence”and experience in powering“artificial intelligence”is invaluable.Consequently,this report serves as a reckoner and a guide to marketers who are trying tonavigate the world of AI to market their products.GroupM and MMA are proud to bring t

22、o you“The Modern Marketing Reckoner 2024”,which,as the name suggests,is meant to be a comprehensive reckoner for marketers who want to“Win with AI”.1Bad Ingredients Spoil a Great Recipe-Lead With High-Quality Data to Excel in AIMONEKA KHURANAMONEKA KHURANACountry Head&BOD MemberMMA Global IndiaModer

23、nMarketingReckonerIntroductionIn the next decade,advancements in AI are expected to surpass the last centurys technological milestones,making AI integration essential in the growth journey.AI is permeating every aspect of our industry,demanding new insights,learnings,and metrics for marketing succes

24、s.The MMR arrives timely,offering insights from industry leaders on how AI is transforming marketing dynamics and creating significant growth and customer engagement opportunities.Hence,the MMR comes in handy offering collective wisdom from the best in the industry unboxing its potential.To effectiv

25、ely embrace AI,organizations must be data-ready to create actionable segments for enhanced personalization and customer experiences.A Deloitte study shows 97%of leaders view customer experience as crucial for lasting relationships.Proper data organization is essential;without it,even the best strate

26、gies fail,much like how poor ingredients can ruin a good dish,regardless of the recipe and chefs skill.A robust TGA(training,governance,accountability)strategy is essential for winning with AI in business growth as explained below-Training and skill sets are key starting points and vital always-on e

27、nablers to adopt AI inbusiness processes.AI Governance aims to maximize the benefits of machine learning and AI technologies througheffective governance.By mandating the active investment and utilization of AI toolsorganization-wide,it ensures seamless integration of people and machines.Accountabili

28、ty in AI fosters values like fairness and transparency and requires a proactiveapproach to define clear responsibilities through authority,recognition,and scrutiny.This notonly addresses AIs paradoxical nature and potential for errors but also reinforces the necessityto recognise that technology has

29、 no ethics hence humans need to take the lead between whatyou can do with AI and what is the right thing to do with it.Thereby adopting responsible AIpractices to build and maintain consumer trust.This years Modern Marketing Reckoner,themed Winning with AI,unpacks answers to how AI is impacting the

30、marketing mix and specifically the 4 Ps Product,Place,Price,and Promotions.From product innovation to personalized promotions,AI offers unprecedented opportunities for marketers to drive growth,enhance customer experiences,and stay ahead of the curve in an increasingly competitive market.The report

31、meticulously examines real-world case studies,insights,and actionable strategies to build and Win with AI in the long term.The Reckoner offers crucial insights for both experienced professionals and newcomers providing community learning at its best backed by collective wisdom and POVs of 50+industr

32、y experts across the ecosystem.The key to success lies in quality datathe essential ingredient for a great recipe AI is whipping up to excel in marketing.2With unprecedented speed and scale,tech has revolutionised lives and social interactions,opening new business opportunities for all.The way we co

33、nnect,communicate,and consume has led to new avenues for us to reach and engage with our consumers like never before.Of this,the latest cutting-edge technology Generative AI is giving way to new horizons.In the 1950s,AI started as an effort to teach computers to think,learn and solve problems like h

34、umans.The promise of machines performing a task efficiently without error was a great idea,however development was slow,mainly due to the limitation in computing power and storage.These challenges are overcome with advances in electronics.More recently,AI has shown huge improvements in acquiring hum

35、an-like learning capabilities.AI is being used to create content,drive cars,glean insights,optimise marketing campaigns among other things and promises to perform mundane tasks efficiently.The recent development of AI has been at breakneck speed,with Big tech unveiling their AI systems for public us

36、e.Naturally,businesses are being pushed to adopt AI,to harness the efficiencies it could provide.The rise of AI has also thrown open the debate about its ethical use and AI replacing the human workforce.While these are larger issues which need to be demystified,a more informed approach is the way to

37、 go.Consumer behaviour changes are mostly attributed to the expansion and development of technology and digital platforms.These advancements have significantly influenced consumer preferences and habits,shaping their expectations and interactions with brands.Companies are therefore investing in tool

38、s,skills development to understand and make efficient use of AI to drive desired business outcomes.Imagine the advantage of real-time monitoring of complex systems and anticipating potential scenarios.With your inhouse AI systems analysing consumer feedback,user reviews,or science journals to help w

39、ith strategic business decisions.This stands to be a game-changer for brands in their dialogues with consumers.While all these advancements are reshaping the way we connect and interact in the digital landscape,it is imperative for each of us to be committed to develop responsible and sustainable in

40、novation that opens up exciting possibilities for both businesses and individuals.The MMA report 2024 is a useful reckoner for marketers to adopt AI.With inputs from industry experts,service providers,practitioners on insights and learnings on adopting AI,the report is an excellent guide to AI in th

41、e marketing.I urge all of you to read the report,to get a balanced view of the AI powered marketing landscape and equip yourselves with the knowledge to make the plunge into an exciting future.ModernMarketingReckonerASEEM KAUSHIKASEEM KAUSHIKCountry Managing DirectorLORAL INDIAMMA Global India Membe

42、r CompanyForeword3The AI Imperative:TransformingMarketing from theGround Up AMIT JAINAMIT JAINMMA India Board ChairModernMarketingReckonerChairmans RemarksIn an era marked by rapid digital transformation,AI in marketing is not just evolutionary-its revolutionary.My cross-sector journey reveals a cri

43、tical insight:AIs integration is reshaping our industry with precision and personalization.The true power of AI in marketing transcends mere automation;it unlocks creativity and fosters deep connections.Imagine AI not just predicting behavior but crafting stories that resonate personally,turning dat

44、a into emotional engagement.Its everywhere-it has taken passive O2O shopping experiences to active,personalized,handheld journeys.You can check how your food looks on your table before it even arrives.This black swan moment compels us to shift from traditional strategies to AI-driven innovation.Ethi

45、cal integrity is non-negotiable in this pursuit of advancement with AI.If unchecked,the same AI that identifies preferences also risks privacy.Our duty as marketers is to use AI to nurture the consumer trust ecosystem,ensuring responsible stewardship of data and technology.Tomorrows leaders will see

46、 AI as a collaborator,not just a tool.Success will be defined by the ability to adapt,the foresight to innovate,and the wisdom to integrate these digital partners into our strategies.We must embrace a leadership ethos that encourages continuous learning.One that fosters an environment where AI and h

47、uman creativity synergise.Thats the only key to crafting marketing strategies that are effective for revenue,and inspire innovation,yet are ethically sound.As we navigate the Age of AI,the MMAs role becomes even more critical.Our commitment to Inspire,Innovate,Integrate is not just a theme but a gui

48、ding principle for the modern marketer.The MMRs focus on Winning With AI encapsulates this journey.It offers you insights,strategies,and real-world examples that enable a future where AI is not just a disruptor but a growth catalyst.While today we stand at a crossroads,the path forward is clear.By e

49、mbracing AI with an eye toward innovation,ethical responsibility,and transformative leadership,we can redefine the marketing landscape.Let us seize this moment to inspire change,innovate with purpose,and integrate AI into the fabric of our marketing strategies.Lets aspire to not just unlock business

50、 growth but also shape a future that reflects our commitment to empowering the industry and society at large.4AI INPRODUCT&PACKAGINGAI INPRODUCT&PACKAGINGModernMarketingReckoner5If you havent already,its time to shake off the instinct to bury your head in the sand like an ostrich when it comes to le

51、veraging AI tools for product development and packaging design.In todays quick-shifting market dynamics,embracing innovation is not just an optionits a necessity.As consumer preferences shift,competition in your industry intensifies,and technology continues to advance at breakneck speed,staying stag

52、nant is akin to courting irrelevance.Its imperative to adopt a proactive stance,harnessing the power of AI to revolutionize your approach to product development and packaging design.At Landor,we use the 4D process across our Consulting,Design and Experience Practice areas:Discover,Define,Design and

53、Develop.Lets look at specific AI tools that can be used in each of these four stages across product development and packaging design processes.DISCOVERThe discovery phase is the first stage of developing a new product or a packaging design.Here,teams are looking for insights about the category,analo

54、gous categories,consumers aspirations and anxieties,their stated and unstated needs,the competition as well as the broader cultural context.Some AI tools that can be used in the Discover phase include ChatGPT,Gemini,Trendalytics,Crimson Hexagon to name a few.These AI powered platforms can be used to

55、 analyse vast amounts of consumer data,social media trends,and market signals to uncover emerging preferences and identify latent needs.For example,P&G uses AI-Driven consumer insights to anticipate market trends and develop products that resonate with evolving consumer desires.These insights can al

56、so inform packaging design decisions,helping brands understand the visual elements and messaging that appeal most to their target audience.Another example is Nestl that employed AI technology in collaboration with IBM Watson to analyse vast amounts of data related to consumer preferences,nutritional

57、 trends,and flavour profiles.By leveraging AI algorithms,Nestl aimed to identify emerging trends and understand consumer behaviours more comprehensively than traditional market research methods would allow.With these insights,Nestl developed GOOD FOOD,GOOD LIFE,an initiative focused on creating heal

58、thier and more nutritious food and beverage products.One notable product resulting from this initiative is the Nespresso Prodigio coffee machine.The Prodigio machine integrates AI technology to connect with consumers smartphones,allowing them to remotely brew coffee,reorder capsules,and receive pers

59、onalized recommendations based on their preferences and usage patterns.By utilizing AI-driven insights,Nestl was able to innovate in the FMCG sector by developing products that not only meet consumer demand but also offer enhanced convenience,personalization,and functionality.This example demonstrat

60、es how AI can play a crucial role in informing product development strategies and driving innovation in the CPG industry.Role of AI inProduct Design&PackagingModernMarketingReckonerAI in Product&Packaging LULU RAGHAVANLULU RAGHAVANVice President,APAC,Landor,WPPKURNAL RAWATKURNAL RAWATExecutive Creat

61、ive Director,India,Landor,WPP6DEFINEDuring the define stage,we start building concepts for product and packaging design.This may involve defining brand strategy and developing conceptual sketches through prototype development.By leveraging insights from the discovery stage,a precise set of keywords

62、and prompts are developed to construct hypotheses for possible scenarios to address the brief.These hypotheses then guide us in creating and testing various opportunity spaces upon which design exploration can be based.ChatGPT and Gemini are AI tools that can aid in expanding your thinking as you be

63、gin crafting your brand story around product and packaging.Design prototyping with generative AI accelerates the process immensely and helps visualize forms that are often quite radical.It then facilitates the recalibration and refinement of these forms into potential directions.Specifically in pack

64、aging structural design,generative AI aids significantly in faster exploration and elimination processes.It assists in defining various aspects such as colour semiotics,illustration style,character designs,and 3D elements-allowing designers to explore expansively well before the actual design proces

65、s begins.Example:Gillette Flexi Vibe“Gamers Edition prototype”by LandorMid journey can often be used to help visualise and create prototypes for brands.For example,using Mid journey,Landor helped create a limited-edition gaming pack prototype for Gillette specifically tailored for the ASEAN market.D

66、ESIGNWhile Generative AI aids in exploring options in the early stages,final designs arent solely outputs of Generative AI.At the moment,the role of AI in the design stage is more about personalizing,scaling,adapting,and testing at breakneck speed.This critical stage is when the concept is transform

67、ed intoviable design drawings.Example:Nutella Unica by OgilvyOne such pioneer in packaging design is Nutella.Nutella is already known for its personalised packaging,allowing consumers to create Nutella labels printed with words or names of their choice.After years of individualization through words,

68、they sought to further personalize Nutella through design,making each jar as special and unique as the Italian people.With this objective,Nutella Unica was born-featuring dozens of patterns and thousands of colour combinations,all crafted with just one special algorithm.As a result,seven million jar

69、s were sold through Italian supermarkets,and each Nutella Unica jar became a piece of art,stamped with its own unique code for authentication by collectors.As brands increasingly integrate AI into design processes,an intriguing tool to kickstart this journey is Krea AI allowing you to push your imag

70、ination of whats possible without being constrained by 3D modelling skills.This innovative platform serves as a real-time AI image and video generator based on prompts,effortlessly transforming your written descriptions into stunning,lifelike images.AI in Product&Packaging ModernMarketingReckoner7Ex

71、ample:Accesories“One Size Fits”One by LandorThe team at Landor explored the early stages of Krea AI when designing and developing Accesories-adaptable add-ons to make oral care accessible and desirable for all.These accessories help reduce symptoms of pain and discomfort for people with dexterity ch

72、allenges,enabling them to brush their teeth with comfort and ease.DELIVERFinally,guidelines have to be created for deploying packaging systems that have been developed.Dragonfly is a great way to use predictive AI solutions to optimize visual content-think consumer eye-tracking without consumers.Wha

73、t it helps do is provide actionablefindings to inform and optimise the design,test and validate iteratively single design and on-shelves context and ultimately assess the success of the packaging design.Additionally,one can use the AI-powered brand voice tools(on platforms like Hubspot)to tailor con

74、tent to your brands specific voice when deploying guidelines and delivering content.Once brand voice is turned on,it can be applied it to social posts,emails,blog posts,website and SMS messages.To conclude,you cant afford to be ostriches,hoping that traditional methods will suffice in an era dominat

75、ed by digital disruption and dynamic consumer preferences.Just as you cant lose weight by watching reels of others exercising,you cant innovate by merely observing from the side lines.Embracing AI tools for product development and packaging design is like exercising a muscle it requires practice and

76、 commitment.Heed the call to action,embrace the power of AI,and transform your approach to design and innovation.The future belongs to those who dare to lead,not those who bury their heads in the sand.AI in Product&Packaging ModernMarketingReckoner8Soulflower,known for our innovative approach,trusts

77、 AI as a co-pilot in identifying and enhancing product development in a rapidly evolving landscape.It serves as a crucial sanity-check,enabling organisations to gain a better understanding of customers and to see opportunities they didnt notice before.Furthermore,it aids designers in visualising gra

78、nular insights,opening new frontiers for product briefs and identifying target markets.For me,AI doesnt signal a reduction in human roles;rather,it reallocates our efforts towards more strategic,impactful work,elevating the quality of jobs and encouraging the development of new skills.Amit SardaAmit

79、 SardaManaging Director,SoulflowerModernMarketingReckonerPOVs on AIin Product&Packaging AI in Product&Packaging GenAI is reshaping the marketing landscape,across the consumer journey.With GenAI,we will be able to deliver innovative campaigns with speed&cost-effectiveness.At Diageo,we leverage AI,sen

80、sory data,and other emerging tech to create unique consumer experiences at every touchpoint.From personalized whisky to digital gifting,our approach is a blend of creativity,customer-centricity&technology.Our global breakthrough innovation team is looking at below avenues in creating value:Facilitat

81、e Diageos disruption into newplatforms,technologies,and experiences,building on previous launches such as theAI-powered whisky experience WhatsYour Whisky.Whats Your Whisky is basedon innovative Flavour Print AI technologythat helps shoppers explore whiskycategory through personalized whisky&cocktai

82、l recommendations.Play an important role in shaping the futureof Diageos current portfolio of brands,creating more reasons for new and existingconsumers to love them.This includes lastyears launch of Elli,Seedlips virtualAI-concierge that helps consumers answer a variety of questions about the brand

83、.https:/ use cases:Elevating creativity(Campaign ideation,creative production,creative optimization)Media optimizationConsumer insightsMarket researchPersonalization scale(Generative AIcombined with first party data can helpdeliver personalized experiences at scale)PackagingData powered GenAIData pl

84、ays a pivotal role in creating personalized consumer experiences,and with GenAI,this amplifies multi-fold.In the world of GenAI,data is the key lever that will help differentiate one from their competition,creating unique value propositions for the consumer.RUCHIRA JAITLYRUCHIRA JAITLYMMA Global Ind

85、ia Member Company;Chief Marketing Officer,DiageoTHENTime consuming campaign briefsTedious segment buildingLimited content for presentationsManual journey creation NOWFast Campaign briefsIntuitive segment buildingScalable ContentAutomated journey creation63%A New Day For Marketingsay trusted customer

86、data is critical in using generative AI9ModernMarketingReckonerPOVs on AIin Product&Packaging AI in Product&Packaging At Truecaller,AI is more than a buzzword;its been a cornerstone of our product innovation over the years.Our spam detection algorithms,developed over a decade ago,are AI powered,cont

87、inuously refining the 5 million daily inputs from our community.Our AI Call Assistant utilizes advanced language models and speech-to-text capabilities for precise conversation transcripts.Additionally,our Search Context feature part of our AI Identity suite proactively alerts users to suspicious ac

88、tivity,often ahead of community feedback.In essence,predictive AI is integral to Truecallers commitment to user safety.RISHIT JHUNJHUNWALARISHIT JHUNJHUNWALAMMA Global India Member Company,Chief Product Officer and MD,India,TruecallerSoulflower,known for our innovative approach,trusts AI as a co-pil

89、ot in identifying and enhancing product development in a rapidly evolving landscape.It serves as a crucial sanity-check,enabling organisations to gain a better understanding of customers and to see opportunities they didnt notice before.Furthermore,it aids designers in visualising granular insights,

90、opening new frontiers for product briefs and identifying target markets.For me,AI doesnt signal a reduction in human roles;rather,it reallocates our efforts towards more strategic,impactful work,elevating the quality of jobs and encouraging the development of new skills.AMIT SARDAAMIT SARDAMMA Globa

91、l India Member Company,Managing Director,Soulflower10AI INDISTRIBUTION&E-COMMERCEAI INDISTRIBUTION&E-COMMERCEModernMarketingReckoner11In an era where data reigns supreme and digital commerce thrives,the convergence of artificial intelligence(AI)and eCommerce has emerged as a potent catalyst for inno

92、vation and transformation.The multifaceted role of AI revolutionizes eCommerce,from empowering marketers with actionable insights to enhancing various aspects of the online shopping experience.Empowering Marketers with Actionable Insights:AI serves as a catalyst in distilling the data deluge into ac

93、tionable insights,empowering marketers with invaluable information crucial for informed decision-making.By leveraging advanced algorithms,AI has the prowess to discern patterns,predict trends,and decipher consumer behavior with accuracy.Moreover,AIs real-time analytics capabilities equip marketers w

94、ith the agility to adapt swiftly to dynamic market conditions,thereby staying ahead of the curve in the evolving eCommerce vicinity.By harnessing the power of AI,marketers can navigate through data effortlessly,gaining invaluable insights that serve as the cornerstone of informed decision-making.Whe

95、ther its identifying emerging market segments,forecasting demand fluctuations,or personalizing marketing campaigns,AI serves as a force multiplier in amplifying the efficacy of our strategic endeavors.Imagine having a super-smart assistant who can crunch through tons of data to give you the lowdown

96、on what your customers really want.Thats what AI does for marketers.It helps us understand trends,predict what customers might buy next,and even personalize our marketing to fit different groups.Enhancing eCommerce Dynamics:Ever wonder how online stores seem to know exactly what youre looking for?Th

97、ats AI at work,making product suggestions and organizing shelves in a way that grabs your attention.Its not just about making sales,though.AI also helps us figure out the best way to bundle products together to give customers what they need,sometimes even before they know they need it!a)Product Bund

98、ling Optimization:AIalgorithms meticulously analyze purchasingpatterns and consumer preferences to curatebespoke product bundles tailored to individualtastes.By deciphering correlations betweenproduct categories,AI facilitates the creation ofbundles that not only augment sales but alsoenhance the ov

99、erall customer experience.b)Shelf Space Optimization:AI-drivenalgorithms optimize this virtual shelf space bystrategically positioning products based onfactors such as popularity,profitability,andconsumer engagement metrics.Throughdynamic content placement and personalizedrecommendations,AI ensures

100、maximumvisibility for products,thereby augmentingconversion rates and fostering customerloyalty.c)Supply Chain Management:From demandforecasting and inventory management toroute optimization and logistics coordination,AIstreamlines every facet of the supply chain,minimizing inefficiencies and maximi

101、zingoperational efficacy.By harnessing AI-poweredpredictive analytics,retailers can preemptivelymitigate supply chain disruptions,ensuringseamless continuity in operations andunparalleled customer satisfaction.It is exciting to note the possibilities AI brings to the table,from helping us understand

102、 our customers better to making their shopping experience smoother and more enjoyable and are committed to using this technology to keep pushing the boundaries of whats possible in eCommerce.Unleashing the Power of AI:Transforming Distribution and eCommerceSUKHLEEN ANEJASUKHLEEN ANEJAMMA India Board

103、 Member;CEO-Good Brands Co The Good Glamm GroupModernMarketingReckonerAI IN DISTRIBUTION&E-COMMERCE12Music,especially classic rock has been a huge influence.And I end up looking for similaritiesbetween music to the happenings of the media ecosystem.Here I go again(Hello,Whitesnake).Before the 2018 m

104、ovie,Queen was perhaps best known for the pub anthem-I want to breakfree.Legions of listeners,young and old,jived to it for ages.Ask any Queen fan albeit,this wasone of their okay-ish works.Perhaps their seminal piece was Bohemian Rhapsody,whichblended various musical genres-ballads,hard rock,opera

105、and a reflective coda.Who wouldve thought that Scaramouche,Fandango,Galileo,Figaro,Beelzebub and an incantation of Bismillah could all be woven into a lyrical and musical,once in a generation masterpiece!It influenced a series of musicians and bands that came later.The massification of AI is also on

106、e such generational shift that is set to influence tectonic changes around nearly every aspect of our being.Media and marketing will be no exception.The advertising industry has till now looked at AI like a boogeyman and a blessing;in equal measure.Theres trepidation about the loss of jobs in an ind

107、ustry thats already reeling from multiplechallenges.Theres also worry about the slew of misinformation and logistical challenges AIcould bring which potentially harm brands and mislead consumers.And then theres excitement about possibilities-on how AI can bolster human ingenuity.Thereshouldnt be muc

108、h doubt that an increasinglyintertwined future awaits us-one wherehuman understanding ofconsumers/challenges is suffused withoptionality powered by AI.We can see this playing out already.Much has been written and spoken about the Coca-Cola AI commercial.However,one inspirational AI driven communicat

109、ion was the one done by Orange for the FIFA Womens world cup.Check it out on YouTube.The ad busts a few preconceptions-around womens football not being exciting enough and more pertinently for this write-up-AI is not the enemy.Juxtaposing AI with insights when done right can create magic.Over the la

110、st decade,across geographies,digital has subsumed larger importance than most other media channels.India is no exception-2022 was a watershed moment where digital Adex surpassed 50%.Ill thus talk of a few AI led emerging trends now,largely centered around digital marketing and advertising.AI led cre

111、atives-The need for multipleimages,backgrounds and copies can beseamlessly managed.Theres a wholebunch of tools available-from basic CHATGPT wrappers to Midjourney.Expect aproliferation in usage in the near term onboth ends of the spectrum.Run creative messaging tests atscale/predict efficacy-AI too

112、ls today allowto test hundreds or thousands of ad copiesand creative variations quickly andautomatically.And improve speed tomarket and campaigns efficacy both.Hyper personalization-Digital has beenpowered by machine learning for over 20years now.Targeting by cohorts,geography,previously exhibited b

113、ehavioretc.among many other dimensions.Thinkof all of this being dialed up a notch now-Rather than just language,imagine adcreatives getting transformed based onuser motivations.User A might see contentthat emphasizes discounts and value,whileUser B may see a speed communication.There can be innumer

114、able dimensions thatcan be created vs a limited pool of contentpieces that brands had to historically workwith.BohemianRhapsodySANKALP MEHROTRASANKALP MEHROTRAMMA India Board MemberVice President of MonetizationFlipkartModernMarketingReckonerAI IN DISTRIBUTION&E-COMMERCE13AI IN DISTRIBUTION&E-COMMER

115、CEOptimize budgets and performance-AI isyour best friend in optimizing ad campaignsfor higher ROAS and to adjust advertisingbudgets automatically to hit the desiredKPIs.Social Media Monitoring-There alreadyexist tools that perform this task,however,using AI-based tools is guaranteed to fetchbetter r

116、esults.One can also betterunderstand the performance ofcompetition and respond accordingly.Another social media use case can beInfluencer marketing optimization-AIalgorithms can analyze influencerperformance metrics,audiencedemographics and engagement data toidentify whos doing well or not.Customer

117、Support-AI-powered chatbotshave made it increasingly possible forcompanies to provide real-time customersupport to their consumers.Customersupport will become more democratic vs itbeing the purview of only scaled organizations.Cross channel attribution modeling-Conversion and sales to specific touch

118、points across multiple channels,providing aholistic view of consumer journeys can befacilitated by AI.It is contingent on all marketing teams to stay updated on emerging trends and maximize.The tools are already available,teams need to learn to use them to propel growths.Speed in learning and harnes

119、sing these changes can be a strategic differentiation.By the time this article grows to print,there will be 4-5 additional use cases that wouldve been conceived given the pace of rapid development in this space.Closing the note with another Queen classic that sums up these fantastical changes and sp

120、eed-Dont stop me now,(Dont stop me now)cause Im having a good time,I dont wanna stop at all!AI IN DISTRIBUTION&E-COMMERCEModernMarketingReckoner14Artificial intelligence(AI)is rapidly transforming e-commerce,emerging as a powerful tool forbusinesses.By 2024,global spending on AI inthis sector is pro

121、jected to reach a staggering$15.7 billion.AI Transforms E-commerce:Personalized Shopping&Smart JourneysFrictionless Shopping Journeys:Imagine navigating an online store that feels like a curated walk-in experience.AI streamlines the shopping journey by understanding user behavior.This translates to

122、intuitive search functionalities,personalized product filters,and faster checkouts,all aimed at reducing cart abandonment and boosting sales Conversational Commerce Takes Center Stage:AI-powered chatbots with natural language processing(NLP)capabilities can now engage in meaningful conversations,ans

123、wer complex queries,and provide real-time product recommendations.Hyper-Personalized Recommendations:Forget basic suggestions based on past purchases.AI leverages sophisticated algorithms to analyze vast datasets(demographics,browsing behavior,social media sentiment)to create highly personalized rec

124、ommendations that anticipate needs and desires,leading to increased conversion rates and enhanced customer satisfactionAI Marketing Revolution:From Scatter-Shot to Sniper-Like PrecisionThe marketing landscape is being reshaped by AI,offering marketers a powerful suite of tools.Heres how AI transform

125、s marketing strategy and execution:Predictive Marketing with UncannyAccuracy:Level up from genericcampaigns.AI analyzes online behavior(purchases,searches,browsing)across D2Cand marketplaces to predict customer preferences.This unlocks hidden patterns,enabling hyper-personalized offers and messaging

126、 that resonate with each customer segment.AI automation further optimizes budgets by dynamically adjusting bids for maximum reach at the most cost-effective moment.AI Powers Up Your Ecommerce ContentLevel up your content!Generative AI cancreate draft product descriptions andsuggest image variations,

127、boostingefficiency.AI also analyzes data to optimizefor SEO and compliance across D2C andmarketplaces.Personalize the experience&refine AI-generated content toresonate with your audience.AI Goes Beyond the Interface:Optimizing OperationsThe power of AI extends beyond the customer interface,optim

128、izing e-commerce operations at their core:Supply Chain Efficiency:AI streamlines theentire supply chain,from demandforecasting to inventory management.Real-time data analysis allows for dynamicadjustments,ensuring businesses have theright products in stock to meet customerneeds.Warehouse Automation

129、Revolution:Imagine warehouses buzzing with robotsintelligently picking and packing orders.AI-powered warehouse automation notonly reduces human error but alsooptimizes storage and retrieval processes,leading to faster fulfillment times andsignificant cost savings.Staying Ahead:Embrace a Data-Driven

130、Culture:Foundational to AIs success is data.Investin collecting,storing,and analyzingAI:From Sci-Fi Hype to E-commerce Reality RITIKA TANEJARITIKA TANEJAHead of Ecommerce,GroupM IndiaModernMarketingReckonerAI IN DISTRIBUTION&E-COMMERCE15customer and seller data securely to fuel your AI initiativesPr

131、ioritize Explainable AI:As AI becomes more complex,prioritize implementing explainable AI solutions.These solutions help you understand the rationale behind AI decisions,fostering trust with customers and regulatorsEmbrace a Culture of Experimentation:Continuously test and refine AI strategies to fi

132、nd the perfect fit for your business Human Touch in the AI Age:AI enhances,not replaces,human interaction.Focus on customer-centricity and transparency in AI use to build trust and strong customer relationships.In ConclusionAI is no longer a distant dream;its revolutionizing e-commerce.By embracing

133、AI-powered personalization,marketing automation,content creation,and operational efficiency,businesses can unlock significant competitive advantages and propel themselves towards future success.AI IN DISTRIBUTION&E-COMMERCEModernMarketingReckoner16ModernMarketingReckonerAI IN PROMOTIONAL MARKETING S

134、TRATEGIESAI IN PROMOTIONAL MARKETING STRATEGIESModernMarketingReckoner17AIs Impact on Understanding and Enhancing the Customer Journey AIs Impact on Understanding and Enhancing the Customer Journey ModernMarketingReckoner18There was a time when the idea of AI lived only in the pages of science ficti

135、on and the minds of dreamers.Fast forward to today,and its a different story.We are surrounded by it and it has been integrated so deeply into our lives that we dont even realize it.Think about it.When was the last time you stopped for a moment to question how your phone arranged your day into a lin

136、e,or how effortlessly Netflix recommends correctly another series for you to binge on?And it doesnt stop at our doorsteps.In our workplaces,AI is like the quiet genius in the corner,sifting through emails,matching resumes to job descriptions with uncanny precision,and even creating marketing pitches

137、.Its rather astounding when you stop to think about it:AI has permeated into our lives,to a point where tasks that would have been strenuous,are taken care of with a simple voice command or a click.And just like that,our everyday life just got a whole lot smarter and our tasks a bit more fun.But doe

138、s this surge of AI,especially tools like generative AI (remind us of ChatGPT),a threat to humans?I think not.AI isnt here to replace humans but to act as our support system,enhancing our work and helping with our decisions but cannot replace the human touch thats critical to our roles.Consider HR,wh

139、ere AI swiftly sifts through resumes,not to make the final hiring decisions,but to ensure were spotlighting the right candidates.This allows us humans,the ones making the decisions,to look deeper into what really counts:the personal connections,the shared values,and the untold potential that goes fa

140、r beyond whats on paper.And when it comes to marketing,the narrative is similar.AI can throw out hundreds of catchy phrases faster than we can blink.But coming up with an idea from scratch,something new and exciting?That still lies very much in the human realm-its also very much about being relatabl

141、e,touching on shared experiences or emotions in a way that feels genuine and true.Thats something AI cant replicate.It can help us shape and share our ideas more swiftly,sure,but the heart of a great marketing pitchthe novelty,the relatability,the deep insight that makes people sit up and listen?Tha

142、ts all us,through and through.At AkzoNobel too,weve got XARA,our AI helper,making things smoother for us.Need to reset a password or order some office supplies?XARAs on it,right through Microsoft Teams,making our workday a bit lighter.Need to find an old file or picture for a creative,AI is here to

143、swift through the large database and find what we are looking for.Marketing as a function is already using AI&there are new business models evolving.GumGum delivers real time&contextual targeting of ads,when the consumer is in the right frame of mind,to deliver CTRs&KPIs significantly better compare

144、d to earlier.This is being done at scale thanks to AI.Delve.ai uses 20+data points from already existing customer data to generate different consumer personas,helping organizations to create sharper segments in a matter of minutes.A task that would have taken months of research&analysis is now avail

145、able at the click of a button.Klarna recently announced the first cut results from their experiments with AI chatbots,it was astounding.The AI assistant had 2.3 million conversations,two-thirds of the total customer service chats.It was more accurate in errand resolution,leading to a 25%drop inrepea

146、t inquiries with the average time taken falling to less than 2 minutes compared to 11 minutes previously.It is estimated it will add 40 million USD to the bottomline.As AI evolves,faster than we think,there will be disruption,in the way we know the world.There WinningwithAIVANDANA KRISHNIAVANDANA KR

147、ISHNIADirector,Marketing And Product Management,South Asia,AkzoNobel;MMA Global India Member CompanyAIs Impact on Understanding and Enhancing the Customer JourneyAIs Impact on Understanding and Enhancing the Customer JourneyModernMarketingReckonerModernMarketingReckoner19will be discomfort,especiall

148、y for our generation which has seen the evolution of technology in front of our eyes.But progress only happens with discomfort.Those who embrace the disruption will lead the way.History is testament that for humans,significant&meaningful large change has only been achieved through disruption,from hu

149、nting in the wild to agriculture,from Industrial revolution to information&technology revolutions.For the next generation,born into this ever-evolving world supercharged by technology,this is already a way of life.And as I close,I ask you,is this article written with the help of AI or human or both?

150、For I know what I want to say,but I also know someone can help frame my thoughts faster than I can.AIs Impact on Understanding and Enhancing the Customer JourneyModernMarketingReckoner20Artificial Intelligence(AI)has become an integral part of our daily lives.Every platform that we engage with today

151、 has its own AI machinery at play working endlessly to influence our decisions and behaviour.From the initial stages of product discovery to the final purchase decision,AI plays a crucial role in influencing consumers choices.To illustrate this,lets follow an individual looking to buy a car and expl

152、ore the ways AI can shape their journey.1.Product Discovery and ResearchImagine Suraj,a potential car buyer,starting his journey by researching different car models online.AI algorithms analyze his search behavior,preferences,and past interactions to provide personalized recommendations.For instance

153、,if Suraj shows interest in fuel-efficient vehicles,AI can suggest hybrid or electric cars.Websites like CarDekho and CarWale leverage AI to recommend vehicles based on user preferences and browsing history,making the discovery process more efficient.2.Personalized MarketingAs Suraj continues his re

154、search,he may encounter targeted advertisements tailored to his interests and demographics.AI-driven ad platforms analyze vast amounts of data to identify the most relevant audience segments and deliver personalized ads.For example,if Suraj frequently searches for family-friendly features,he may see

155、 ads highlighting spacious interiors and advanced safety technologies.Car OEMs could use multiple tech stacks to understand and segment consumers to personalise messages to them3.Virtual Assistants and ChatbotsDuring the research phase,Suraj may have questions about different car models,financing op

156、tions,or dealership locations.AI-powered virtual assistants and chatbots are available 24/7 to provide instant answers and assistance.Companies like Hyundai have integrated AI chatbots into their websites to engage with customers in real time,improving the overall customer experience.4.Product Custo

157、mizationAs Suraj narrows down his options,he may want to customize his chosen vehicle to suit his preferences.AI-driven configurators allow him to visualize different options,from exterior colors to interior features,providing a personalized shopping experience.Car manufacturers like Tesla and BMW o

158、ffer interactive configurators powered by AI,enabling customers to design their dream cars online before making a purchase.5.Predictive AnalyticsOnce Suraj has test-driven a car and shown his interest,the AI algorithm can analyse various factors and provide intelligence to OEMs on Surajs interest le

159、vels and an approximate timeline on when he could be ready to make a decision,AI algorithms can analyze various factors,including market trends,pricing data,and inventory levels,to predict the best time to buy and entice the buyer with suitable offers.For example,if theres a seasonal promotion or a

160、limited-time discount available,AI can alert Suraj to take advantage of the opportunity.Additionally,predictive analytics can help dealerships anticipate customer preferences and stock popular models accordingly.6.Enhanced Customer ServiceAfter purchasing a car,Suraj may have questions about mainten

161、ance,warranty coverage,or scheduling service appointments.AI-powered customer service platforms can handle these inquiries efficiently,providing personalized assistance and recommendations.The Influence of AI across the Consumer Purchase CycleVISHAL JACOBVISHAL JACOB Head of Transformation,Wavemaker

162、,GroupM AIs Impact on Understanding and Enhancing the Customer JourneyAIs Impact on Understanding and Enhancing the Customer JourneyModernMarketingReckoner21Companies like Mercedes-Benz use AI chatbots to support customers post-purchase,ensuring a smooth ownership experience.7.Post-Purchase Recommen

163、dationsEven after buying a car,AI could continue to influence Surajs consumer journey by offering post-purchase recommendations.Based on his driving habits,location,and vehicle preferences,AI algorithms can suggest accessories,maintenance services,or future upgrades.For instance,if Suraj frequently

164、travels long distances,he may receive recommendations for fuel-efficient tires or navigation systems.In conclusion,AI has revolutionized the consumer purchase cycle,empowering individuals like Suraj with personalized recommendations,seamless interactions,and enhanced shopping experiences.From produc

165、t discovery to post-purchase support,AI-driven technologies are reshaping the way consumers make decisions and interact with brands.As businesses continue to leverage AI capabilities,the future of consumer engagement looks increasingly intelligent and customer-centric.AIs Impact on Understanding and

166、 Enhancing the Customer JourneyModernMarketingReckoner22The Indian AI in BFSI market is projected to reach$5.7 billion by 2026,growing at a CAGR of 32.6%from 2021 to 2030.This rapid growth is fuelled by factors like increasing investments in AI infrastructure,talent acquisition,and growing awareness

167、 of the potential benefits of AI.Marketing is one of areas where the adoption rate of AI can be the fastest.In addition to AI powered interfaces,AIs integration into marketing strategies is no longer just an edgeits a necessity.For marketers,AI offers a toolkit for deeper insights,personalised engag

168、ement,and streamlined operations,revolutionising how brands interact with their customers.Perhaps the most significant advantage of AI in marketing is its ability to personalize at scale.From email marketing campaigns to website content,AI algorithms can tailor messages and offers to individual user

169、s.This personalization extends beyond mere name tagsit involves understanding the users journey and presenting solutions and products aligned with their specific needs and past behaviors.At Federal Bank,The AI-enhanced search engine provides precise,context-aware search results,drastically reducing

170、the time customers spend finding information.Incorporating voice search capabilities and text-to-speech features,weve ensured that our services are accessible to differently-abled individuals,demonstrating our commitment to inclusivity.Organisations like Netflix and Amazon have famously used AI to p

171、ower recommendations,not just influencing user experience but also boosting their sales.Automated Customer InteractionsAdvanced bots are capable of learning from interactions,improving their responses over time,and freeing up human resources for more complex service tasks.Our marketing teams can eff

172、iciently design and execute complex email campaigns that are both personalized and scalable.Content Generation including visual and video marketingAI is not just about data crunching;its also creative.We all know how effective the content generation is through GPTs and tools like DALL-E and MidJourn

173、ey,AIs capability extends into the realm of visual content creation.Basically,all these tools enable us to Enhance Customer Experience with Generative AI.Thus,the PACE(aka Personalisation,Automation,Content generation and Enhancement of customer experience)at which AI technology continues to evolve,

174、its integration within marketing strategies is expected to deepen,making it an indispensable tool for marketers.Specifically,AI has revolutionized banking and fintech by offering a spectrum of advantages to industry players.AI is one of the rapidly growing and changing fields and hence is a major ar

175、ea of focus for policy development in India.A comprehensive legislative framework would be crucial to foster responsible and secure AI adoption in the BFSI sector while safeguarding customer data and ensuring fair and ethical practices.SuperchargingMarketing Strategieswith AI ata greater PACEM V S M

176、URTHYM V S MURTHYChief Marketing Officer,Federal BankMMA Global India Member CompanyAIs Impact on Understanding and Enhancing the Customer JourneyModernMarketingReckoner23In todays rapidly evolving digital landscape,understanding the customer journey has become paramount for advertisers and marketer

177、s.As the Founder&CEO of ReBid Advertisers CDP,I have witnessed firsthand the transformative power of Artificial Intelligence(AI)in decoding and enhancing this journey.AI technologies have revolutionized our approach by providing deeper insights into consumer behavior and enabling personalized market

178、ing strategies that were previously unimaginable.1)The Role of AI in Decoding the Customer JourneyThe integration of AI in customer journey analysis is not just an enhancementits a complete overhaul of how we approach marketing data.At ReBid,we leverage AI to dissect vast amounts of data across vari

179、ous touchpoints,helping us to understand intricate consumer behaviors and preferences.This capability allows us to map out the customer journey with an unprecedented level of precision.AI tools employ advanced algorithms and machine learning techniques to predict customer behavior,identify purchasin

180、g patterns,and optimize customer interactions.For example,through predictive analytics,we can forecast a customers future actions based on their past interactions.This insight enables us to craft more targeted and timely marketing messages,significantly improving engagement rates.Moreover,AI facilit

181、ates real-time decision-making.Our AI systems analyze incoming data on-the-fly and immediately adjust marketing strategies to align with customer expectations and current trends.This agility is crucial in maintaining relevance and responsiveness in a dynamic market.2)AI-Enhanced Customer Journey:A C

182、ase StudyOne notable example of AIs impact at ReBid involves our recent campaign for a high-end electronics brand.Our challenge was to increase engagement among potential customers who showed interest but did not proceed to purchase.Using AI-driven customer segmentation and journey mapping,we identi

183、fied critical drop-off points and developed personalized advertisements tailored to the interests and behaviors of different customer segments.AI algorithms analyzed past interactions,browsing patterns,and purchase history to create highly accurate customer profiles.Leveraged in our programmatic adv

184、ertising platforms,these profiles enabled us to deliver dynamic ads that resonated deeply with each segment.The results were remarkable:we observed a 40%increase in customer engagement and a 25%rise in conversion rates.This campaign not only demonstrated the efficacy of AI in enhancing the customer

185、journey but also highlighted its potential in converting insights into tangible business outcomes.By understanding the specific needs and preferences of each customer segment,we were able to deliver a more compelling and persuasive message,significantly boosting the effectiveness of our marketing ef

186、forts.ConclusionThe role of AI in understanding and enhancing the customer journey is invaluable.It allows marketers to navigate the complexities of consumer behavior with finesse and adaptability,ensuring that each customer interaction is as effective and engaging as possible.At ReBid Advertisers C

187、DP,we continue to explore the frontiers of AI,driven by our commitment to delivering exceptional marketing strategies that resonate with and inspire our clients audiences.As we move forward,the integration of AI in decoding the customer journey will undoubtedly remain a central pillar of our strateg

188、ic initiatives,continually shaping the future of advertising.The Role and Impactof AI on Understanding the CustomerJourneyRAJIV DINGRARAJIV DINGRAFounder&CEO,ReBid MMA Global India Member CompanyAIs Impact on Understanding and Enhancing the Customer JourneyModernMarketingReckoner24In todays business

189、 landscape,customer journeys have evolved to become far more complex.From initial awareness to post-purchase engagement,there is traditional media,digital,social media,app data,offline interactions intertwining with each other to weave a complex tapestry.Data has thus become an invaluable resource i

190、n understanding the customer journey better&Analytics and now increasingly AI has become the engine in unravelling these complexities,transforming how businesses connect with customers and shape their marketing strategies.At the highest level,there are five broad areas that AI and AI driven automati

191、on is driving value in the Customer Journey:-Insights at Every Turn:Businesses are using AI tools to analyze vast datasets.We have already seen forward looking organizations that cater to a large customer base rapidly move towards mass customization and to market to markets of one.For ex.At SAS we h

192、ave helped telecom providers to use AI&analytics for not only generating insights but also micro-segmenting millions of their subscribers basis their history,usage,demographic,behaviour and preferences and drive hyper personalized,much more meaningful campaigns at scale.So essentially increasing the

193、ir efficiency and driving growth.-Hyper Personalization:Generative AI brings in the ability to create unique visuals and messages that tailored specifically to their target audiences.Or generating product descriptions,A/B testing page layouts and ad copies.This level of customization is simply not p

194、ossible with manual image or video creation,which means generative AI stands to revolutionize the way businesses produce high quality visuals,advertisements and content.For Marketers,this is a tremendous advancement as it essentially means higher engagement,better productivity and conversions at a l

195、ower cost.-Optimizing Resources:Predictive lead scoring as an example,helps businesses identify high-potential leads with precision,optimizing resource allocation and accelerating conversion.-Enhanced Engagement:Chatbots are now all pervasive in the area of customer service.And Generative AI powered

196、 ones will just take it beyond traditional conversational flows by leverage Natural Language Processing abilities combined with deep learning to produce text or indeed voice which looks or sounds uncannily human.It can help customers to find the information they need,in native languages,deliver quic

197、k and convenient customer service,or crunch through troves of data to deliver tailored product recommendations,making it easier than ever for marketers to reach and engage with their customers in real-time.-Measuring Effectiveness:Moreover,AI-driven analytics empower B2B marketers to track and measu

198、re the effectiveness of their marketing strategies across various touchpoints.By analyzing data from digital channels,social media,email campaigns,and more,businesses can gain actionable insights into customer engagement,content performance,and conversion attribution.This enables them to refine thei

199、r approach,optimize resource allocation,and maximize ROI,ensuring that every interaction contributes to the overall success of the customer journey.In a B2B context,one compelling example of AIs impact is in predictive lead scoring.Traditionally,B2B marketers relied on manual processes and subjectiv

200、e criteria to qualify leads,often resulting in inefficiencies and missed opportunities.However,with AI-powered algorithms,businesses canAI:Illuminating the Complex Pathways of Customer JourneysKUNAL AMANKUNAL AMANDirector and Head-Marketing&CommunicationsIndia,Middle East,Turkey&Africa,SAS MMA Globa

201、l India Member CompanyAIs Impact on Understanding and Enhancing the Customer JourneyModernMarketingReckoner25analyze vast amounts of data&behavioural patterns to identify high-potential leads with precision and accuracy.By prioritizing leads based on their likelihood to convert,organizations can opt

202、imize resource allocation,streamline sales efforts,and accelerate the path to conversion.As businesses continue to embrace data drive strategies,they become poised to thrive in an era defined by customer-centricity and digital transformation.AI serves as a powerful ally to the modern business in unr

203、aveling the complexities of the customer journey,drive meaningful engagement,and cultivate lasting relationships with their customers.AIs Impact on Understanding and Enhancing the Customer JourneyModernMarketingReckoner26Creative Development with AICreative Development with AIModernMarketingReckoner

204、27AI is increasingly taking on a bigger role in marketing with the advent of intelligent marketing tools and generative AI,creating an abundance of opportunities for marketing teams to guide decision making,help make sense of large data sets,understand the consumer journey,create and adapt content,d

205、rive personalization and so on,thereby influencing demand generation and consumer delight.Many AI models are yet not perfect and the purpose and level of integration into broader marketing may vary,but the precision around all the use cases of AI is evolving and the scope of achieving new advancemen

206、ts is moving at a phenomenal speed.The success of AI is reliant on high-quality data that is accurate and timely.Digital marketers can take assistance from AI to create content,including messaging options,social media posts,and even copy or for multimedia applications like images and even video.Its

207、important to note that most AI-generated content isnt ready for publishing immediately.Many marketers today use generative AI as a starting point as an idea,thought or to spark creativity,and apply the human mind,strategic objective focus,as well as brand tone to build the content on top.When social

208、 marketing is powered by AI,it can increase efficiency by taking social listening and response to a whole new level.Powerful social marketing platforms weave together sophisticated AI technologies to analyze social data around consumer experience and audience sentiment,and trained machine learning(M

209、L)models can automatically complete text mining,topic extraction,classification,semantic clustering and other tasks to provide results in seconds.ML models can provide more precise results with time through deep learning.Natural language processing(NLP)can power an AI enabled marketing tool so it ca

210、n semantically and contextually understand social listening data.When powerful NLP algorithms are coded for social listening,they can interpret the data even if its splattered with colloquialisms,word switches,emojis,abbreviations,hashtags,or spelling mistakes.Computer vision allows AI marketing too

211、ls to derive insights from non-text digital data available in the form of raw images.AI chatbot tools can bring connection in hyperdrive with targeted messaging,personalization,answering common questions and responses;technology is also going beyond a pre-programmed path nowadays.AI enhances CRM sys

212、tems by providing predictive analytics,customer segmentation,and personalized communication capabilities.The right messaging can help build engagement,consumer retention,deepen consumer relationships,conversions,equity,and loyalty.Of course,the right capabilities of the tools,and human strategic ove

213、rsight and builds are necessary to turn this into relevant deployments which are outcome driven.The most effective applications are those where the components work in tandem to extract insights,interpret data,understand language,predict outcomes,and create a learning ecosystem.AI as an EssentialAdva

214、ntagefor MarketersCHANDAN MUKHERJICHANDAN MUKHERJIDirector-Strategy&Marketing Communication,Nestle,India;MMA Global India Member CompanyCreative Development with AIModernMarketingReckoner28Content optimization platforms employ AI algorithms to analyze content performance and optimize it for maximum

215、impact,with the goal of increasing performance and ROI.Dynamic content personalization platforms utilize AI algorithms to deliver personalized content experiences based on user behavior,preferences,and profiles.These platforms,using AI powered algorithms dynamically adjust content elements,such as h

216、eadlines,images,and calls-to-action,to cater to individual user profiles and enhance engagement.AI-powered language processing algorithms have revolutionized the process of localization.AR technology,powered by AI,offers immersive marketing experiences that can be customized to reflect local culture

217、s and traditions,and this convergence can provide exciting possibilities for immersive experiences.While AI has several application use cases and promised benefits,its still an emerging technology and will evolve further.Ensuring transparency,ethics and privacy are key must-haves.The outcomes,conten

218、t quality and accuracy have to evolve further in many of the use cases,and legal as well as copyright related aspects have to come together within a framework.It is also important to have the right measurement tools in place to understand true value and impact.Creative Development with AIModernMarke

219、tingReckoner29As marketers,our constant challenge has been to create content that resonates with consumers at a personal level.However,the limitation has always been the availability of unlimited content to address individual consumers,making us rely on what is readily available.Generating large-sca

220、le content has traditionally been costly and time-consuming.But with the democratisation of AI,a new era of endless possibilities in content generation has emerged.Workflow Integration:In the retail space,we are all familiar with the concept of the endless aisle,where digital technology expands the

221、product offering beyond what is physically available in stores.Similarly,AI now presents us with the opportunity for endless content,where messaging strategies can be more nuanced and tailored to hyper-segments targeted on media platforms.The key challenge for brands now is how to execute these stra

222、tegies efficiently,with minimal cost and time investment.Its crucial to harness the full potential of AI tools while seamlessly integrating them into our workflows to ensure that the content generated is not generic but aligns closely with the brands values and identity.Implementing use case at HP:A

223、t HP India,we are leveraging AI by training and fine-tuning a sandboxed ChatGPT model on our product and brand information.This allows our marketers to generate brand-specific content in seconds,which can be used across various content types such as blogs and retail messaging,depending on the specif

224、ic target audience.Consider a retail scenario where a technology brand sells 100+SKUs,requiring warm body sales promoters to interact with customers.Historically,providing product information to these promoters has been challenging and costly.However,with a fine-tuned ChatGPT model,all the necessary

225、 information can be presented to the promoter at a negligible cost in a format that they can easily use,ultimately leading to better conversion rates.Testing and Learning:In the digital realm,AI not only enables the generation of cohort-specific personalised content but also facilitates A/B testing

226、with multiple communication styles.This allows us to identify the most effective assets for our campaigns,ensuring optimal performance.However,this approach requires us to be agile and have the right measurements in place to gauge success accurately.As we navigate the rapidly evolving landscape of G

227、enerative AI,its essential to prioritise performance and focus on finding the right solutions for identified problems.By embracing AI and leveraging its capabilities,marketers can unlock new levels of creativity and efficiency in their messaging strategies,ultimately driving better engagement and re

228、sults.AI is revolutionising messaging strategies by offering endless possibilities in content generation,enabling personalised messaging at scale,and improving outcomes through data-driven insights.Marketers who embrace AI and integrate it seamlessly into their workflows will be able to create more

229、engaging and effective messages that resonate with their audience,leading to improved marketing performance and customer satisfaction.Humans have this innate desire to be attracted to novelty.In the case of rapidly evolving Generative AI,one should prioritise performance and try to figure out what i

230、s the right solution for the identified problem.Unleashing thePower of AI:RevolutionisingMessagingStrategiesPRADYUMN PASARIPRADYUMN PASARIGlobal Growth Marketing Lead,Consumer Print;HP Inc;MMA Global India Member CompanyCreative Development with AIModernMarketingReckoner305Generative AI in creative

231、industries generated$1.7 billion in 2022 and is estimated to generate$21.54 billion by 2032.AI empowers marketers with the knowledge to build more informed and effective messaging strategies.It lets them take a holistic approach that considers both creative and media perspectives.From a creative poi

232、nt of view,this allows advertisers to craft contextualized and personalized communication and creatives that appeal to their audience.From a media angle,AI can help drive content to mediums and platforms where it will get maximum eyeballs and engagement.Ultimately,it creates serendipitous content di

233、scovery that results in tremendous value for consumers and unstoppable engagement for marketers.While Generative AI is new in the world,Glance has been leveraging Generative AI for more than four years when it was known as Synthetic Media Style Automation.Glance leverages cutting-edge AI tools to cu

234、rate personalized and captivating content for consumers on the smart lock screen.AI-powered recommender systems help marketers create more content pools that their users will like based on their past preferences.This improves overall content liquidity to cater to a large set of users.By embracing th

235、e power of machine learning algorithms and computer vision,Glance has streamlined various aspects of content delivery.With these AI tools,Glance excels in ranking and tagging,ensuring that only the most engaging pieces make it to users screens based on their preferred content categories in their pre

236、ferred language.This results in elevated experiences that are eye-catching and immersive.AI to Craft Messaging Strategies:Key ExamplesUsing AI to craft messaging strategies allows brands to connect with consumers in ways that stick with them.Glance has leveraged AI to generate content that appeals t

237、o niche interests on a large scale in a variety of formats.For marketers,this offers a great opportunity.It means enabling seamless discovery and engagement based on a consumers linear content preferences.In the work that Glance has done with brands in the travel,food,and e-commerce spaces,leveragin

238、g AI in messaging has seen tremendous success.For example,for a leading on-demand convenience platform that wanted to drive app installs and nudge users to place their first orders for food delivery,Glance helped serve contextualized and localized messaging.This was done by showcasing local delicaci

239、es on the smart lock screen based on consumers location and time of day.This resonated with these foodies and prompted them to instantly download the app with a single tap to place an order.The success was evident in how the platform saw a 29%increase in first orders month-on-month on food delivery.

240、Similarly,when Glance worked with a popular Indian telecommunications provider that wanted to promote its international plans,we used AI to understand where consumers were most likely to travel and reached them with messaging and visuals related to the destination.Creative Development with AIAI is u

241、ndoubtedly a valuable tool for creative development.Beyond just generating ideas,it offers near-final creatives.It opens up infinite possibilities for deep contextualization with its scale and ability to deliver across formats and Beyond the Algorithm:The Secrets of AI-DrivenMessaging SuccessDEVIKA

242、SHARMADEVIKA SHARMAMMA India Board Member;VP and GM InMobi IndiaCreative Development with AIModernMarketingReckoner31languages.Glance uses it to repurpose content in innovative ways with options such as text-to-video,interactive quizzes,and language translation.Furthermore,AI can be used to stretch

243、creative boundaries and generate creatives rapidly.This is powerful for a marketer looking to diversify the core brand communication.For example,if a quick commerce platform wants to drive people to its app,AI can play a role in creating a vast range of use cases that are uniquely relevant to the co

244、nsumers preferences for different times of the day.Driving such resonance can prove to be effective in enhancing consideration and conversion.The bottom line:AI not only battles creative fatigue with speed but also drives personalization that delivers business impact.Of course,human intervention is

245、a must for brand-centric and relevant communication.It is also important for marketers to credit the AI platforms wherever used like quoting the tool in your content or images.This will help advertisers and marketers to ensure utmost transparency with users.With the might of AI and the magic of huma

246、n imagination,marketers can create safe,responsible,and memorable brands.Creative Development with AIModernMarketingReckoner32Of all the things I read about AI in the past year or so,the one that stayed with me is an article that referred the current popularity of AI as ChatGPTs Farmville moment.I c

247、an live with that analogy as it best captures the sudden surge in popularity among end users,for a technology that has been around for a few years now.The consumer productization of AI as the wonderful little app ChatGPT,seems to have acted as this tipping point and has accelerated adoption exponent

248、ially.And at the centre of this hype is creativity as a vocation not just at an individual level but at an organizational level,as creativity is not just an offering but,in some cases,the entire identity of an organization.Going by the initial public reaction over the last year or so,we seem to be u

249、nderestimating AIs impact on creativity in the long term and over estimating it in the short term.So,it is important to understand what role AI will play in this and more importantly what it will not.If AI is the answer,what is the question?A great cheat sheet to understand AI in creativity could be

250、 to break it down into three areas of impact:Inspiration:Where Generative AI augments work streams like creative ideation,concept&strategy development and even copywriting.Many creative organizations ahead of the curve also use AI as a brainstorming tool,a creative cob web buster,so to sayAutomation

251、:Where AI helps us reimagine different creative tasks like post-production,machine translation and virtual production by its ability to automate repeatable human tasks at an unimaginable scale and time using Machine Learning Optimization:Where artificial neural networks adapt and learn from vast amo

252、unts of data(Deep Learning)and help us make data-led decisions and optimizations in the creative journey.Creative analytics and optimizing e-commerce content are great examples of this.Incremental Vs TransformationalIn about a year or so when AI successfully tides over the hype cycle,what will its l

253、ong-lasting utilities be.Wil it be largely about efficiencies,or will it help transform creative organizations?If latter,then what is that one area where it will definitely be a game changer?Markets like India which are complicated as an audience canvas have remained under-serviced for a long time w

254、hen it comes to personalization.This is because the economics of a manual adaptation exercise does not make sense either from investment or from TAT perspectives,given the never-ending volume of cultural,linguistic,and demographic cohorts here.This has also been a significant barrier in terms of our

255、 ability to leverage the large volumes of platforms data at our disposal,for creative analytics.One of the biggest impacts of AI will be its ability to impact both the above to reinvent the way we look at personalization at scale.AI will not just help leverage data to its maximum potential but also

256、use it to create personal experiences that are culturally and linguistically relevant for the users.E-commerce will probably be the user journey that this will impact the most and as users we are probably already seeing the impact of this in personalized recommendations.As we move to the era where e

257、-commerce will probably be a zero moment of truth,this transformation couldnt have been timed better.Brace up for the perfect storm!AI andthe Creative RenaissanceKARTHIK NAGARAJANKARTHIK NAGARAJANCEO,Hogarth IndiaWPPCreative Development with AIModernMarketingReckoner33Artificial Intelligence is revo

258、lutionizing creative processes across all fields of advertising and communication.Transformative applications like ChatGPT,Midjourney,Dall-E and WPPs Imagine blur the lines,mimicking human creative processes,to craft amazing words and visuals.With a host of amazing superpowers many are wondering if

259、AI powered creativity will replace human creativity.We at Wavemaker,see this as a collaboration and not a confrontation.On the one hand,AI is capable of processing vast amounts of data and generating highly sophisticated outputs,while on the other,human creativity is driven by emotions and experienc

260、es that no machine can replicate.In the last couple of years this collaboration has grown into an invaluable partnership.A partnership that has benefitted us in several areas.Idea Generation and RefinementWe are driven by ideas.While human creativity drives the initial conceptualization of content.A

261、I can help refine ideas by analyzing trends,user preferences,and generating suggestions.This collaboration leads to more engaging and relevant content for audiences.Efficiency and Personalization at ScaleAI-powered tools can automate repetitive tasks in content creation,such as keyword research,imag

262、e selection,or video editing,this allows human creators to focus on storytelling and emotional connections.Finally,AI ensures the content is optimized and tailored to individual users.Adaptive Content.By leveraging AIs ability to analyze user engagement and feedback,content creators can gain valuabl

263、e insights into what resonates with their audience.This iterative process helps improve future content,fostering a dynamic relationship between human creativity and AI-driven analytics.AgilityAIs power to analyze tons of data and create solutions that offer personalization and customization at a lev

264、el hitherto impossible to achieve,that too in real time and at a scale that is not possible without machines.When you augment this with human creativity you get solutions that are not only personalized at scale they are intuitive and driven by emotions incapable by machines.AI has put us on the supe

265、rhighway of creativity,unlocking new possibilities for our clients.Here are a few examples that set new standards in media and tech creativity in the last couple of years.Cadburys Celebration My Shah Rukh Khan AdWe used AI to power the creative idea,using machine learning to help thousands of local

266、small businesses to create customised advertisements featuring Bollywood star Shah Rukh Khan promoting their businessesThe Role of AIAudio and video personalisation allowed small business owners to use Shah Rukhs face and voice to promote their own businessedhttps:/ CONTENT IN AN ERA OF AI A collabo

267、ration of human intelligence&artificial intelligence.GEORGE KOVOORGEORGE KOVOOR Chief Creative Officer,Wavemaker,GroupM Creative Development with AIModernMarketingReckoner34Royal Stag A Billion Ads for A Billion FansFans could use AI to swap their faces onto the Royal Stag commercial featuring India

268、s top cricketers and create a peronalised version featuring themselves which they could share with their friends.Centre Fresh Dil Ki Baat Zubaan Pe On Valentines Day people could scan a QR code on the Centre Fresh pack and create a personalised V-Day playlist and share with their partners.The playli

269、st offered songs in 8 regional Indian Languages and text to speech technology enabled to include personalized messages in these languages.The question of AI replacing humans in the creative development is as old as AI itself but there is no debate about one thing,AI has opened possibilities of creat

270、ivity and expression that seemed impossible a decade ago.Creative Development with AIModernMarketingReckoner35Generative AIin MarketingGenerative AIin MarketingModernMarketingReckoner36Marketeers today are facing an increasingly challenging environment with pressure to embrace hyper-personalized dat

271、a-driven marketing,while ensuring omnichannel delivery of great experiences for the customer,and more!While marketers consider data to be their organizations most underutilized asset,existing analytic models arent accurate while predicting behaviors with traditional measurement technologies.Generati

272、ve AI is poised to unleash extraordinary potential for marketing success and customer growth in businesses all over the world.According to an Accenture survey,companies that apply generative AI to customer-related initiatives can expect to achieve 25%higher revenue after 5 years than companies focus

273、ed only on productivity.1Generative AI is a transformative accelerator throughout the marketing value chain.As per Accenture research,56%total working hours in marketing roles can be transformed by generative AI.While running a promotional campaign,organizations can leverage generative AI to enhance

274、 critical operations like analysis,measurement,generating insights,forecasting,and so on.How generative AI impacts the promotional campaign value chainCampaign briefing:Generative AI can beused strategically in the campaign launchphase to research market trends,generatecampaign ideas,and uncover act

275、ionableinsights like new,untapped markets,customer needs,critical whitespaceopportunities,and more.In fact,generativeAI can create comprehensive campaignbriefs,pulling in audience data,markettrends and historic performanceinstantly.Campaign activation:In the activation phase,marketeers can mobilize

276、generative AI to analyze 1P and 3P data signals to build audience segments,suggest optimized media plans,and offer users 1:1 personalized experiences that address their specific needs and interests.Campaign analysis:Generative AI also plays a crucial role in analyzing campaign performance.It can rap

277、idly analyze vast quantities of reporting data and enable anyone in the marketing organization to summarize and explore insights and create tailored reports with simple performance summaries.Generative AI can measure and process large volumes of campaign performance data and swiftly createC-suite re

278、ports on what headlines perform best,how budget is allocated toward high and low performers,and other insights to help guide optimization for marketeers.Forecasting:With growing use cases,deployment,and success stories of generative AI in promotional campaigns predictive analytics powered by the tec

279、hnology can certainly be used for forecasting the future and optimizing results.It can help marketers make better-informed decisions with enhanced intelligence rooted in data and insights,while eliminating guesswork and reducing error.Leveraging proven generative AI solutions to transform businesses

280、Accenture Song helps clients create distinctive customer experiences and build the operational resilience to react fast to change.At Accenture Song,we help clients close the gap between AI hype and real results.We use a structured approach to identify areas where there is opportunity and then we off

281、er a varietyReinventing Marketing with Generative AIImpact on activation&analysis of promotionalcampaignsSONAL MEHRASONAL MEHRAManaging Director&LeadAccenture Song in IndiaGenerative AI in MarketingModernMarketingReckonerModernMarketingReckoner37of programs designed to address our clients enterprise

282、 generative AI needs and objectives.Using our proven suite of assets and accelerators and access to high-growth ecosystem partners,we enable businesses to design,develop and deploy new generative AI capabilities to reinvent their organizations.Case in point:Accenture helped a global client cut promo

283、tional campaign production costs by 60%and increase speed to market by 40%right before Black Friday.After weeks of continuous model training to achieve the desired level of performance,we used generative AI to take master creatives and turn out more than 450 variations in just four days.To help spee

284、d up text production,we also developed a custom Ad Copy generative AI tool trained on the companys best-performing ads from that year.Managing the risks of generative AIWith great AI power comes great responsibility.While using generative AI in promotional campaigns and forecasting,marketers must co

285、nsider critical risk factors like plagiarism,data inaccuracy,data confidentiality,intellectual property infringement,biased answers,and so on.Strategies and tools are being developed for organizations to manage these risks through proper data governance,and alignment to principles,data policies,and

286、regulations.And for teams through training,strong culture,and continuous learning.Generative AI has proved itself to be more than just a trend in marketing.It is shaping the future of marketing,unlocking valuable new ways of creating and managing campaigns,and helping marketers build a new performan

287、ce frontier.Reference1 Modeling is based on the Accenture Generative AI for Customer Growth survey.Generative AI in MarketingModernMarketingReckoner38Every few years there comes a breakthrough technology that completely disrupts the way brands and customers interact with one another.AI is the latest

288、 buzz-word in the industry but it is more than just a temporary trend.In fact,there is every reason to believe that it might be the most game-changing trend of the decade.The brands and marketers that jump on this trend right now will not only see early results but will also be in a position to assu

289、me industry leadership over a period of time.AI is the future of marketingAt Meta,globally nearly all of our advertisers are already using at least one Meta Advantage+suite of products,which really goes to show how pervasive AI-powered ad tools have become.Advantage+suite of solutions are our portfo

290、lio of automated ad products that enable automation across every step of the ads creation process.And it drives better outcomes too.For instance,globally Advantage+shopping campaigns on an average improved cost per acquisition by 17%and return on ad spend by 32%.Generative AI Will Supercharge Market

291、ing A subset of AI,Generative AI can help people and businesses create something new such as images and text based on relevant prompts.Generative AI is in its nascent stages,but early testing shows that it can make material shifts to the way businesses are run.From easing content creation at scale a

292、nd enhancing productivity and customer service to testing new products and ideas and saving time for more strategic tasks,brands can leverage Generative AI for what matters most to them.Generative AI in ActionWhile Generative AI has immense potential,there are also questions around what it looks lik

293、e in action here and now.How can brands use it right now to deliver on their business objectives?In 2023,Meta announced that it had started rolling out its first Generative AI-powered ad creative features.We launched three key Generative Ad features which can illustrate what marketers can do with Ge

294、nerative AI right now.One of these features we launched is Image Expansion,which seamlessly adjusts creative assets to fit different aspect ratios across multiple surfaces,such as Feed or Reels,allowing advertisers to spend less time and resources on repurposing creative assets.Another feature,Backg

295、round Generation creates multiple backgrounds to complement and enhance a product image.The third feature,Text Variation,creates multiple versions of an ad copy based on the original,highlighting different angles and selling points.Weve barely scratched the surface with the potential of Generative A

296、I,and there is no doubt that it will unlock a new era of advertising as the technology evolves and its adoption grows.For brands and marketers just kick-starting their journey with Generative AI,here are some key ways in which it can uplift their work.Test,Learn and Scale:Generative AI gives an imme

297、nse opportunity to marketers to test and learn and scale rapidly.Generative AI tools help advertisers generate effective ad creatives faster than ever before,see whats working,and scale whats resonating with their consumers quicker.Its challenging for any marketer to accurately identify the best-per

298、forming creatives at scale.Generative AI could allow advertisers to launch and test ad creatives faster,enabling them to reach their audience more accurately.Save Time:A survey of advertisers that Generative AI:The Biggest Game-Changerfor Brands inThe Coming DecadeARUN SRINIVASARUN SRINIVASMMA India

299、 Board Member;Director&Head of Ads Business(India),MetaGenerative AI in MarketingModernMarketingReckoner39participated in the early testing of some of our Generative AI features estimated that one can save over five hours a week using these features.Thats the equivalent of one month per year.What th

300、is essentially means is that advertisers can utilize their resources more efficiently and use this saved time to focus on more strategic work.Revolutionize and personalize conversations:One of the most exciting aspects of Generative AI are the developments were seeing as everyone shifts to messaging

301、.More than 600 million conversations between people and businesses occur daily on our platforms,and in India 60%of people on WhatsApp in India message a business app account.As we build Generative AI experiences,businesses could potentially leverage this to revolutionize customer experiences in the

302、future by making them more personal.While these are early examples of the possibilities Generative AI can unlock,its also true that tremendous strides are being made in this field and developments are happening faster than we can imagine.Experimenting with new Generative AI tools early on can set th

303、e stage for early success and valuable learnings,triggering meaningful transformation in the years to come for businesses of all sizes.Generative AI in MarketingModernMarketingReckoner40Its no secret that we at Google are excited about the possibilities of AI,and were amazed by how much its changing

304、 the marketing industry.It has become a multiplying force for businesses&already empowered business leaders to stay on top of fast-changing consumer needs and trends,and jump on new insights to build campaigns that drive proven ROI and performance.However,while AI is a powerful engine,it still needs

305、 you in the drivers seat to make it work.With that in mind,lets break down a few things AI cant do without you and what it can do to multiply your marketing.AI can help your brand show up in smarter ways for new customersIn todays market,every dollar matters.Google AI-powered ad solutions can make y

306、our budget work harder by using a variety of signals to reach people and drive results across different marketing objectives.Case in point,Nykaa-a leading beauty and personal care e-commerce retailer in India.Amid the growing interest in self-care,Indias beauty and personal care shoppers are no long

307、er content with a“one-size-fits-all”approach.Theyre looking for products tailored to their skin type and addressing specific needs like acne management and anti-ageing,fueling the growth of an industry worth close to$21 billion.Nykaa went on a mission to help people discover products that suit their

308、 unique beauty needs.They turned to Google AI to capture this demand&experimented with Performance Max to help shoppers find the right products for them.The New Customer Acquisition feature on Performance Max,used their 1P data and Google AI to find new customers at a predefined acquisition cost.Thi

309、s drove 50%more acquisitions and improved its return on ad spend by 15%.AI cant be creative like you but AI can multiply your creativityAI may enhance your marketing,but the heart of every great ad is still innovative,surprising,human-led creativity,especially when it comes to video campaigns on You

310、Tube.Colgate Visible White O2 wanted to engage with urban women,to establish teeth-whitening as part of the elevated beauty experience.How?By showcasing real women who embraced their confident smiles and perfectly imperfect beauty.The brand steered away from stereotypical representations of beauty a

311、nd got REAL women-Dolly Singh(Popular creator with angled teeth),Toshada Uma(Alopecia model)and Prarthana Jagan(Vitiligo fashion model),to be the face of their campaign-a result of the human-led creative choice for the campaign.To land their message in a personalised way,Colgate generated insights o

312、n what beauty meant to urban women of today and realised that beauty was not perfect.The brand then fed our AI powered creative tool-Ads Creative Studio their core creative assets along with insights related to what beauty buffs were looking for-from dewy makeup to popping eyes.They personalised the

313、ir ads for 40 audience affinities and deployed these contextually-relevant films using YouTubes Connected TV ecosystem to reach premium audiences.This hyper personalised strategy layered with CTV solutions unlocked 60%incr.reach to TV,4X uplift in branded searches,and 46%growth in avg.monthly sales.

314、While AI is no match for human creativity,it can help streamline the creative process,generate new kinds of content,and bring great ads to life in new places.AI-powered tools can help any brand scale its creative across all platforms.AI can intelligently flip and trim your existing creative,generate

315、 voice-overs,add text animations,and more.And this can have an immediate effect on your campaigns.When advertisers added a vertical creative asset to their Video Action campaigns,they deliveredWhat AI can and cant do and What That Means for MarketersGenerative AI in MarketingModernMarketingReckoner4

316、110%to 20%more conversions per dollar on Shorts than campaigns that used landscape assets alone.1AI cant empathise with people butAI can help build customer trustConnecting with our audiences is central to our jobs as marketers and vital to any great ad campaign.In other words,empathy is crucial.AI

317、doesnt have emotions or consciousness,which means its not well-suited for tasks that require empathy and compassion,two truly human qualities that drive our creativity.Consider the “DiversiTree Project.”-a Bayer&Claritin project to ease allergy symptoms by planting pollen-absorbing female trees that

318、 also won a Gold Lion at the Cannes Lions International Festival of Creativity.To get plenty of eyes on the message,Bayer scaled it to YouTube in-feed ads,in-stream ads,and Shorts through Video Reach campaigns.AI systems may understand that humans suffer from allergies and identify potential custome

319、rs,but without the ability to feel them firsthand,they cant uncover creative ways to connect with that experience.For marketers,the shifts in the ad privacy landscape can be incredibly complex to navigate given challenges with browser restrictions,measurement and regulatory challenges.This is where

320、AI can help you build customer trust while ensuring your business can thrive.It starts with first-party data based on your relationships with your customers,which is the foundation for leveraging AI-powered tools.Google AI can then reach relevant audiences and reveal deep insights while still respec

321、ting the privacy of your customers.Amid the excitement and momentum of AI,your role as a marketer is more critical than ever.Its your thinking,creativity,and empathy that will put AI to work for your business.Those uniquely human abilities will always power great marketing.Generative AI in Marketing

322、ModernMarketingReckoner42AI is not only transforming the way marketers analyse and optimise their campaigns,but also the way they create and deliver them.Generative AI,a branch of artificial intelligence that can produce novel and realistic content,such as text,images,and videos,is opening new possi

323、bilities for digital marketing.With generative AI,marketers can leverage large-scale data to generate high-quality and relevant content for their target segments and achieve hyper-personalization at scale.Gen AI models are improving,becoming more affordable,and more accessible.These trends will enab

324、le businesses with even modest means to create high quality creatives at a low cost.Here are a few areas where the impact of these technologies is visible.Content creation:Generative AI can help marketers create engaging and diverse content,such as headlines,slogans,captions,copy,blogs,articles,and

325、newsletters,with minimal human intervention.For instance,tools like GPT-3,Copilot,and Jarvis can generate natural language texts based on user inputs,such as keywords,topics,or prompts.These tools can also provide suggestions,variations,and rewrites for existing texts,helping marketers improve their

326、 writing quality and style.Several new models-DALLE3,Midjourney,DreamStudio,FireFly(Photoshop)-have emerged that can transform text into an image.These models can be used by advertisers to get creative ideas for their campaigns.Text to video models are drastically improving,and Open AIs Sora model(w

327、hich is not publicly available)recently generated a lot of interest in the market.Some other models that are worth mentioning are Imagen Video,Phenaki,Synthesia,HourOne,MakeAVideo.Content optimization:Generative AI can also help marketers optimize their content for different platforms,channels,forma

328、ts,and devices,ensuring a consistent and coherent brand voice and message.For example,tools like Phrasee and Persado can generate and test multiple versions of email subject lines,social media posts,web pages,and ads,and select the best-performing ones based on data-driven metrics,such as click-thro

329、ugh rates,conversions,and revenue.Content personalization:Generative AI can enable marketers to create and deliver personalised content for each individual customer,based on their preferences,behaviours,and feedback.Tools like Adobe Sensei,Lumen5,and Synthesia can create and customise images,videos,

330、and animations that appeal to the users emotions.Generative AI is revolutionising the creative process for digital marketing,and empowering marketers to produce more effective and engaging campaigns.However,generative AI also poses some challenges and risks,such as ethical,legal,and social implicati

331、ons of generating and using synthetic content.Marketers should be aware of issues that could range from copyright infringement,plagiarism,to misinformation,and use generative AI responsibly and ethically.AI is a new and changing field.It may take a while for marketers to fully use Generative AI to m

332、ake better campaign creation processes.They need to learn about the options,prioritise their needs,plan their AI adoption,choose the right vendors/tools and try them out.But marketers should start exploring Gen AI and how it can help them,so they dont fall behind as the future unfolds.In summary,Gen

333、erative AI is a powerful and promising technology that can help marketers unleash their creativity and reach their goals.By embracing generative AI,marketers can benefit from its potential to generate high-quality and relevant content,optimise their content performance,and personalise their content delivery.Generative AI can help marketers create and deliver digital marketing campaigns that are mo