Hyper-personalised and programmatic buying is here
Right person, right context, right time - the dream enabled by Gen AI
I am sure many of would have seen the advertisement below where local shop owners were able to generate their own ads featuring Shah Rukh Khan 'individually' promoting their respective goods and services - AI.
Supporting Local Retailers This Diwali | Not Just A Cadbury Ad Campaign Video
Others might be familiar with Virtual Replacement Perimeter Overlay Technology actively used in football - a bit more about it here https://coffeebeans-brewinginnovations.medium.com/virtual-replacement-perimeter-overlay-technology-82a321a14972 and here https://fcbusiness.co.uk/news/the-fa-deploys-virtual-replacement-advertising-technology-first/ - Again use of AI in digital marketing.
Hyper-personalisation, algorithmic experience and programmatic buying is becoming the new norm, which is very well articulated here - How AI is transforming the business of advertising (ft.com)
Out of the $889bn spent in advertisement revenue last year, 70% came from digital platform and this continues to grow
Radio and television guaranteed that advertisement reach a wide section of the society but now internet provides direct access to an individual and the ability to customise and build a personal relationship.
Gen Z are spending more time online and less on traditional channels like TV. Therefore more companies are increasing their spend on digital channels and AI.
AI has herald the age of hyper-targeting. Using vast amount of data to generate marketing content that is "increasingly customised and algorithm drive". The focus is on “programmatic buying, personalisation and getting content right”.
“right person, right time, right message, right context” - is the dream of every marketer.
Finally, AI will, perhaps, replace the operational side of marketing, example, using enormous sets of data to dynamically change promotions and provide more personalisation and hyper-personalisation, but creativity will still remain in the human domain at least in the near future.