Introduction
According to Capgemini, 60 % of organisations have already implemented or are exploring generative AI in marketing. The integration of Generative AI in marketing is opening up new possibilities for businesses to engage with their customers more effectively. From creating captivating ad campaigns to optimising customer service, here’s how some of the biggest names in the industry are harnessing the power of AI.
How can AI and Generative AI help Marketing?
The integration of Generative AI in marketing is opening up new possibilities for businesses to engage with their customers more effectively. From creating captivating ad campaigns to optimising customer service, here’s how some of the biggest names in the industry are harnessing the power of AI.
Key industry use cases
1. Google Launches New AI Features to Help Retailers Market Products
Google has unveiled a suite of new tools for retailers, featuring enhanced visual brand profiles, AI-powered content creation capabilities, and immersive ad formats. These innovations help marketers craft ads that stand out and maintain visibility throughout the online search process, ultimately driving better engagement and sales.
2. Adobe Releases New Adobe Express to Simplify Marketing for Enterprises
Adobe Express, fueled by generative AI models, provides enterprises with a robust platform to create, translate, and customise marketing assets efficiently and securely. Key features include Text to Image, Text Effects, Generative Fill, and auto-translate, empowering businesses to produce high-quality content swiftly.
3. Salesforce Embeds More AI into Marketing and Commerce
Salesforce has introduced new AI and personalisation features across its Marketing Cloud, Commerce Cloud, and Data Cloud platforms. The addition of three Copilots aims to enhance customer experiences and streamline tasks, allowing businesses to deliver more personalised and efficient services.
4. Klarna Launches AI Assistant for Customer Services
Klarna, a Swedish fintech firm known for its “buy now, pay later” services, has incorporated generative AI into its chatbots to automate customer service in over 35 languages. Powered by OpenAI, this AI assistant manages a range of tasks from multilingual support to handling refunds and returns, significantly enhancing the customer service experience. It now powers 2.3 million (two-thirds) of Klarna’s customer service chats.
5. Nike Uses AI Avatars for Ad Campaign
Nike’s innovative “Never Done Evolving” ad campaign features AI-generated avatars of Serena Williams from different eras. This campaign, celebrating Nike’s 50th anniversary, used machine learning to model Williams’ playing style, resulting in an engaging and award-winning video. The ad saw an 11x increase in organic views compared to other Nike content on YouTube, showcasing the powerful impact of AI-driven creativity.
6. Specsavers and Infinity Collaborate on AI for Call Analysis in Marketing
Specsavers leveraged “Conversation Analytics,” an AI-powered suite of speech analytics tools developed by Infinity, a leading call intelligence provider. These tools monitor, transcribe, and analyse call data to extract key trends and convert conversations into actionable sales insights. This initiative resulted in a 59% increase in Pay Per Click visits leading to calls and a 32% reduction in the cost per acquisition, demonstrating the effectiveness of AI in enhancing marketing strategies.
More to read
Generative AI is reshaping the marketing landscape by offering innovative solutions that enhance efficiency, personalisation, and customer engagement. Companies across various sectors are leveraging AI to stay competitive and meet the evolving demands of their customers.
Staying informed about the latest AI advancements is crucial for businesses aiming to capitalise on these cutting-edge technologies.
Explore more about Generative AI in marketing and stay ahead of the curve!
