MANILA, PHILIPPINES — With Artificial Intelligence’s explosive growth in 2023, creative industries are racing to discover the best ways to leverage the technology in their respective fields. This effect is most pronounced in advertising and marketing, where AI is seen as a powerful tool for efficiently and effectively crafting data-based communications.
How will all this impact digital marketers in the year ahead? Four executives in leading adtech companies shared their thoughts with adobo Magazine:
Elie Shuggi, Chief Product Officer at TrafficGuard
Elie of cloud-based digital ad fraud protection solution TrafficGuard believes that the conversation on security needs to expand to the possibility of bad actors using AI to commit wide-scale fraud.
“As AI becomes more capable and more accessible, the sophistication of bots imitating human behavior will make accurately identifying ad-fraud very difficult without some form of fraud prevention product. Even the most vigilant marketers will struggle attempting to police their traffic manually,” he predicted.
“Ad fraud continues to become more complex and marketers will need to put equally stringent guardrails up to protect not only their ad budgets but also their data and ultimately, their ability to make strategic decisions with confidence.“
Katie Madding, Chief Product Officer at Adjust
For Katie of mobile marketing analytics platform Adjust, AI will likely be changing the way digital marketers interact with data, as the technology will enable them to more swiftly process all the information generated by their target audiences.
“As investment in AI is set to soar in 2024, embracing its potential for mobile marketing will be crucial for staying competitive,” she said. “The mobile marketing industry has made significant strides in AI this year, giving marketers access to more meaningful data than ever before, and helping them to make even smarter, more informed decisions.”
“Using ongoing analysis of data, advanced learning models have the potential to provide informed predictions and make strong recommendations to marketers. In less time, and with more accuracy, this will help marketers to figure out how to best optimize budget spend to reach their audience and drive results. This is something that we’re going to see growth marketers really interested in exploring.”
Raviteja Dodda, CEO and Co-founder at MoEngage
Raviteja of insights-led customer engagment platform MoEngage projects a tremendous amount of business being generated with the help of AI automation, but with a caveat:
“AI-driven customer engagement is set for substantial evolution and adoption across industries in 2024, aligning with its projected economic impact of contributing US$1 trillion (S$1.36 trillion) to the ASEAN economy by 2030. AI-powered automation is set to lead as businesses increasingly rely on it to amplify operational efficiency. This evolution will escalate with the advent of hyper-automation, reshaping task execution and management methodologies,” he said.
“However, amidst these advancements, the cornerstone of AI-driven customer engagement will be trust and ethical considerations. Each piece of collected data will need to serve a defined business purpose, emphasizing the criticality of trust in the AI landscape. Brands will need to establish clear guidelines ensuring unbiased, transparent, and privacy-focused use of customer data. Ethical oversight and rigorous testing to eliminate biases in predictive algorithms will be imperative to foster trust and mitigate the risks associated with AI implementation.”
Manuel Denoual, Managing Director at NP Digital Singapore
2024 will see more widespread adoption of virtual influencers, social media influencers generated using AI technology, in mainstream marketing efforts, according to Manuel of global marketing performance agency NP Digital Singapore.
“Moving forward in 2024, we foresee virtual influencers growing in popularity and it will only accelerate in the coming years, directly correlating with the development of AI in terms of mainstream adoption (ChatGPT, Midjourney) and usage (Apple Vision Pro for example). The possibilities are endless from a creative standpoint which will obviously get brands chasing hype and coming up with activations that have never been seen before.”
“However, risks will need to be very carefully mitigated by brands especially due to the anonymity of the virtual influencers and the lack of control they have over the persona,” he cautioned. “Lastly, it’s worth keeping in mind the challenges virtual environments/metaverse are facing in terms of adoption and how hype turned into flops in some cases.”
