AI’s impact on marketing is accelerating, with big investments and new platforms emerging. Mondelez is investing US$40M in generative AI, aiming to reduce marketing costs by up to 50%.
- The Hurdles: AI integration costs, ensuring data privacy, and the need for skilled personnel.
- The Hurdles: Over-reliance on AI leading to a lack of creativity, ethical concerns around AI-generated content, and algorithm biases.
- The Hurdles: Difficulty in measuring the true ROI of AI marketing efforts, resistance to change within marketing teams, and dependence on technology vendors.
- The Strategies: Stagwell Inc. (STGW) launched Agent Cloud to power AI-driven marketing.
- The Strategies: PromoRepublic introduced a mobile AI assistant for local marketing, while Advantage Media Partners is integrating AI into SEO and marketing programs.
- The Strategies: dynares has launched an AI marketing platform tailored for SaaS companies.
My take is that while AI offers incredible potential for efficiency and innovation, marketers need to carefully consider implementation to maximize benefits.
