The UK’s ambitious AI Opportunities Action Plan, set in motion in January, has paved the way for a revolution in wider AI adoption. Be it boosting economic growth or harnessing the innovative expertise of tech pioneers such as Microsoft, the country has made clear its commitment to remain at the forefront of global innovation.
Perhaps most excitingly, what this means for how AI will – and already is – impacting the world of marketing and advertising is an important conversation that we all need to have in the industry.
Particularly as it’s no secret that marketing budgets have shrunk, with brands navigating challenging, unpredictable geopolitical landscapes and waning consumer confidence. And as one global challenge wanes, another arrives.
While generative AI tools like ChatGPT have ushered in an era of opportunities to create personalised ads, images and videos, they’ve also brought gaps in knowledge and understanding of how to best use AI effectively and responsibly.
Stepping beyond fear to create FOMO
What if I told you there was a wealth of resources available to your marketing team that would save money and time, while never compromising the quality of the work that’s produced? What if that untapped potential could make your work even better – identifying trends that would otherwise go unnoticed or suggesting campaign ideas that have never been done before?
Well, anybody working in any industry would be foolish to ignore such a resource and yet there’s a lack of adoption when it comes to AI in marketing. Are there challenges to how marketers use AI? Absolutely. But over 50% haven’t yet integrated generative AI tools into their workflows, suggesting that many don’t know where or how to start.
This hesitancy stems from several factors, including a lack of training and an inherent sense, in some cases, of fear. Fear that AI might replace talented marketing teams that produce unique ideas for brands; fear around privacy issues in how data is being processed; and even fear that it will stifle the bedrock of creativity that fuels so many brilliant ad campaigns.
Education is the key to overcoming fear
In reality, a well-planned generative AI strategy can deliver significant ROI, potentially boosting marketing spend effectiveness by up to 15%. Ultimately, success lies in moving beyond fear through a human-centric approach. It’s not about replacing expertise, nor is it about simply cutting corners.
Rather, it’s about augmenting and improving the marketing experience by leveraging AI’s strengths. Take Coca-Cola’s Y3000 flavour as a prime example of AI-driven innovation. By mixing consumer insights gleaned through generative AI with predictive analytics, Coca-Cola was able to find a flavour that people liked, even before they themselves knew it.
It’s the perfect concoction of data and AI, alongside a sprinkling of first-hand consumer insight, that enabled one of the world’s largest brands to introduce a relevant and refreshing take on an iconic flavour; all while increasing sales and brand engagement.
By embracing AI, brands can work smarter, create more meaningful campaigns, and engage with audiences in ways that feel authentic and relevant, ultimately driving better business outcomes.
We’re well beyond hype
AI isn’t an instant fix. To unlock its power, we need a strategic, collaborative approach. It’s a human-centric endeavour, where individuals must be nurtured to wield the technology responsibly and creatively. Only then can the true potential of AI revolutionise the marketing landscape and empower brands to thrive.
Widespread upskilling is essential for progress too. And by starting small, addressing barriers thoughtfully and prioritising ethical practices, businesses can step-by-step unlock the tools to thrive in this new era of advertising.
Doc Brown’s famous line, “where we’re going, we don’t need roads…” at the end of Back to the Future have never felt truer. The UK’s AI investment can serve as inspiration for the future of the marketing industry. We don’t have to fly into the unknown alone if teams are all working in unison and understand the benefits of doing so.
Don’t just talk about AI, do AI. Experiment, learn and integrate it thoughtfully. The time to transform your advertising is now.
