‘No substitute for truth-led ideas’: What AI means for marketing creativity
Matthew ValentineAI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
What is AI’s role in marketing recruitment?
Molly InnesImplementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
Remove the ‘drudge work’: How is AI changing market research?
Ian BurrellAI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
‘It’s not a slam dunk’: How will AI impact segmentation and targeting?
Ian BurrellAI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
Brand versus AI: The heavyweight battle for mental availability
Andrew HollandAs consumers adopt AI tools to simplify their tasks, brands need to train both humans and AI to think of them before the alternatives.
Why B2B marketers are approaching AI with a mixture of ‘excitement and caution’
Matthew ValentineAI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
Can marketers delegate decision making to AI?
Matthew ValentineAI: Beyond the Hype. Marketers look set to benefit from delegating certain aspects of decision making to AI, that is if they can negotiate the pitfalls.
Marketoonist on the potential of AI
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Google must adapt to a world where search engines are legacy technology
Mark RitsonGoogle owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
Generative AI isn’t marketing’s future, it’s already part of its present
Tom RoachBrands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
‘The first rule of using AI for content? Don’t tell anyone you’re using AI for content’
Andrew HollandConsumers tend to care more about who has created a piece of content (the brand) rather than how it was created.
Marketing evaluation experts warn of dangers of AI
Niamh CarrollA total of 17 experts, including Les Binet and Grace Kite, have published an open letter warning of the potential pitfalls of automated market mix models powered by AI.
AI has the power to change B2B market research forever
Peter WeinbergMany are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
Marketoonist on AI productivity
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Fake ads are on the rise – good or bad, brands need to call it out
Rory McEnteeThe line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
Brands’ biggest AI opportunity is in making customers believe the bullshit
Mark RitsonArtificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Marketoonist on generative AI tools
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
What are the brand opportunities for generative AI?
Rebecca SentanceEconsultancy takes a closer look at the phenomenon of generative AI, including image generators like Dall-E and the infamous ChatGPT, assessing the business opportunities they present as well as the risks.
‘Tip of the iceberg’: How Wickes used AI to drive £7m in incremental revenue
Charlotte RogersMarketing boss Gary Kibble believes his team are only “in the foothills” when it comes to exploring the commercial potential of the retailer’s AI-powered segmentation model.
Is ChatGPT the next big threat to Google’s dominance in the AI market?
Mark RitsonCan ChatGPT use its AI-driven natural language processing to revolutionise marketing automation?
Marketoonist on AI generated marketing content
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here