AI is being used in a variety of mainstream businesses, and the fields of marketing and advertising are no exception. AI is being used like a Swiss Army knife in various processes involved in marketing and advertising, from ideation to final execution.
In an interview with India today.in, Hariom Seth, founder of Taglabs, said, “While there are concerns about job losses due to AI, the reality is that current tools only need to complement the humans who use them. So let's take a closer look at how AI works.'' It's being used to transform the advertising and marketing industry. ”
1. Content Creation: Traditional methods of content creation are still valid today. Creative people in the industry are using several AI tools to streamline the creative process. AI exists not to replace human creativity, but to enhance it. We often use natural language processing tools like ChatGPT, Gemini, Claude, and Co-pilot to generate multiple ideas for a campaign. There are also AI image generation tools such as Midjourney, Microsoft's Bing image generator, and Pika. art. AI-generated voiceovers are also used in some video ads. Eleven Lab is one such tool that lets you choose from a large library of voice styles. Another great platform is runwayML. It allows creators to edit videos, add motion to still images, and generate lip-synced AI videos in a browser-based app.
There is a constant battle between creators in the industry over the merits of handcrafted content versus AI-generated content. The truth is that AI-generated content is slowly becoming mainstream, and new entrants who are comfortable using these tools in their creative process will be highly valued in the industry, especially by companies focused on new media advertising. I am.
2. Automation: “Some processes in advertising and marketing can be automated, and various AI tools make this possible through data-driven decision-making. For example, programmatic automation tools such as Adobe Advertising, MediaMath, and SmartyAds. It allows for real-time bidding and placement of ads” Some tools allow you to schedule and track your campaigns, while at the same time you need to learn how to analyze the collected data and customize your campaigns according to your requirements . Key,” Seth says.
3. Personalization: Various campaigns have used AI-generated art and deepfake technology to create viral ads. For example, the famous Shah Rukh Khan DairyMilk ad sends you a customized ad featuring the name of your local store based on your pin code. Similarly, the Royal Stag ICC Men's World Cup AI ad used deepfake technology to allow users to upload selfies and audio samples to appear in the ad alongside their favorite cricket stars. In such cases, only one video was shot of him as the base video, and then various personalized versions of the same were generated using deepfakes. Therefore, more emphasis is placed on finding and applying AI tools that intelligently generate personalized ads for greater effectiveness. Advertisers are now being challenged not only to think creatively, but also to stay abreast of the latest technology developments and use them intelligently in their workflows.
Changing demands: Marketers and advertisers are expected to become more tech-savvy. To effectively leverage your abilities, you need to love technology and have a deep understanding of different tools and platforms. In addition to the skills needed for traditional marketing, additional skills are in demand, including:
1. Marketing Data Analytics: Explore and analyze data to develop actionable insights for your campaigns.
2. AI Tool Development: Requires a deep understanding of AI and ML concepts along with programming languages such as Python.
3. AI Cybersecurity: New-age advertisers will be dealing with large amounts of data, so protecting this data is paramount. These experts can identify and mitigate cyber-attacks on your data.
4. AI Ethics: These experts are well-versed in the ethical considerations of AI and guide teams to build tools and campaigns that take into account current laws regarding data privacy and AI.
Seth said: “AI has significantly taken marketing and advertising in new directions, but while some fear it will lead to job losses, others fear it will simply change the skills needed in the industry. There are people who believe that this industry, like any other business, will move forward.” If AI is leading the way, it's because advances in technology such as electricity and the internet have dramatically changed the demand for certain skills, and AI is doing just that. Become. now”.
