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What AI Will Mean For You - and Your Business

Keeping tabs on where AI is heading, especially generative AI, is almost a full-time task. Creating content has never been easier, but as technology continues to evolve at an ever-quickening pace, we all need to be aware of how it will affect us and our businesses.

Much of this was under consideration at the Generative AI for Marketing Summit held in London in February. We’ve gathered up the highlights of how the marketing industry sees AI assisting us in the near future.

Your Jobs
As we’ve already seen there is going to be a shift in the marketing workforce. There will definitely be more job losses. But (and this came across several times) in order for generative AI to thrive, a combination of AI and human creativity is required. There is an absolute necessity to have a human in the loop, both for initial ideas and for oversight of content created.

Your Brand
Anyone looking to use assets created using generative AI need to make sure the Brand team *and* their legal teams are kept up to speed. Your brand’s identity, tone of voice and intellectual property are key components to be considered when introducing generative AI into your workflow.

Your Customers
The offer and the expectation for customers is going to be a more personal service. What AI will bring is hyper-personalization. Using generative AI, brands can deliver more personalized, targeted messaging for clients.

Your Data
The best results are only going to come from good data. When you test and experiment with content, what you learn is only going of real use if you have good data to begin with.

Your Authenticity
Jacqueline Bourke, Senior Director of Creative for EMEA of Getty Images, said one of the things their customers all wanted to know its provenance. Getty polled their users and 87% wanted transparency - to know if an image had been generated by AI or not. Not that they were worried about whether *had* been, but they wanted to know how an image had been produced.

You’re Individual
In-house agencies will need to customize and create small language models which are brand-specific. Generic, generative AI large language models will lead to generic content output, so it’s worth considering creating a bespoke model.

You? Relax
The opening keynote of the conference was given by Hugo Veiga, Global Chief Creative Officer at AKQA. His first message was that we should all relax. Things are changing, improving, and moving, but we need to concentrate on using the new tools available. But we need to relax.

Some case studies for you
Here are three stand-out projects highlighted at GenAI for Marketing
Summarize Reviews
An easy, practical and useful use of generative AI is to ask a large language model engine like ChatGPT to create a summary of Amazon reviews: boil down all that information into a short, digestible, tailored review.
Virtual scouting
AiScout is using AI to make the search for the sports stars of the future a lot easier, cheaper, and democratic. Players remotely video themselves completing a series of exercises and tasks and send their performance to be analyzed to give sports teams the opportunity to screen millions of players without the travel costs.

WWF Future of Nature campaign
Holly McKinlay, the World Wildlife Fund’s Director of Strategic Communications presented a dramatic campaign the charity ran last year. They used AI to paint two futures for UK nature: one if we continue its path to destruction, and the other if we act now to save it. The series created images in a romantic style, merging historic art with futuristic landscapes. Find out more here.

As AI helps companies create more and more content and more variations of that content, ensuring it is correctly and efficiently used, tracked (and sorted?). And that’s where Medialake can help brands of any size.

David Granger (cinch and Red Bull) is a member of the MedialakeAI Advisory Board.
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