Powering the future of marketing
The increased attention social media creators are gaining is driving business advertising. Ad spending in the creator/influencer market, of which Le is a part, is expected to reach $19.5 billion in the Asia-Pacific region by the end of 2023, according to statistics portal Statista.
This combination of content creation and generation AI powers the future of marketing.
Since the successful mermaid shoot, Le's team has continued to use AI tools to help realize their creative vision. They deployed it in recreating scenes from Miley Cyrus' Wrecking Ball video for Halloween and filming a futuristic moon landing for Mid-Autumn Festival.
Advertisers are also turning to generative AI to automate operational tasks and reinvest the time saved into strategy and planning.
OMD, an agency of Omnicom Media Group, is currently testing generative AI across its services. OMD uses generative AI to partner with Meta and others to analyze vast amounts of consumer social data to unlock relevant and valuable brand opportunities and experiences.
“Omni Assist, our unique generative AI, enables specific marketing use cases around workflow automation, audience intelligence to match viewers across any platform rather than ID-based, historical media performance and more. Creative generation with many solutions. Teams can now perform these tasks in an instant instead of hours or days, digging deeper into client challenges and developing more creative and impactful solutions. ” said OMD Asia Pacific CEO Charlotte Lee.
The growing role of technology is something Lee has witnessed firsthand in his 20 years in marketing, especially the incredible growth of social media marketing. But as Dan Neary, vice president of Asia Pacific at Meta, points out, human creativity is more important than ever, and only now is it complemented by artificial intelligence. “AI, especially generative AI, allows everyone across industries, from marketers to advertisers to agencies, to tackle tedious, tedious tasks that can dull the spark of creativity and strategy. “It helps you perform at your best,'' he says.
Augmenting human creativity with AI
This combination of human creativity and AI has been described as “intelligent creativity” and is expected to have a transformative impact on the marketing industry.
Meta is introducing the first AI-powered generation capabilities for ad creatives in Meta's Ads Manager, aiming for global release by 2024. According to Neary, these features maximize his three Ps: productivity, personalization, and performance. “Creative has a huge impact on ad performance, but advertisers are finding it difficult to identify which ads will work for a wide audience,” he says. “Generative AI helps create ads with specific messages and value propositions for different audiences, allowing advertisers to introduce new creative ad content more quickly.”
Meta has also been testing these generative AI capabilities with a small and diverse set of advertisers through its AI Sandbox. When we surveyed how much time they could save, half estimated that generative AI would save them more than five hours a week, or the equivalent of one month a year.
Such tools expand the capabilities of content creators while optimizing growth. According to McKinsey, the productivity impact of generative AI could add up to $4.4 trillion annually to the global economy. To put this into perspective, the UK's GDP in 2021 was $3.1 trillion.
Generative AI may be greatly enhancing content creation, from marketing basics to suggesting creative ideas, but it should be used liberally because “authenticity is still a key part for creators.” Le agrees that it is not. Creators must delicately balance the opportunities presented to them with their own originality.
“Creators understand the power of authenticity and know the power of their personal brand. For them, the role of AI is to enhance and augment their work, not replace it,” Lee said. says.
Every new wave of technology brings promise, possibility, and disruption to the creative industries. By using AI-based business tools, Mehta believes machine intelligence can enhance the human inspiration of content creators and improve the experience of clients and customers.
