In an ever-changing world of digital marketing, artificial intelligence (AI) emerged as a revolutionary force, turning raw data into marketing gold.
The adoption of artificial intelligence is rapidly gaining momentum, and 35% companies are currently using AI-driven solutions. This trend is reflected all over the world, where 77% the devices used have some form of artificial intelligence. Recognising the competitive advantage that AI can bring, 9 in 10 organisations support the adoption of AI. The future seems bright for AI, with projections estimating that AI will contribute a staggering $15.7 trillion to the global economy by 2030.
How can we use AI in marketing?
Integrating AI into marketing involves harnessing the transformative power of technology to improve various aspects of the marketing landscape. AI redefines how companies connect with their audiences, from predictive analytics and personalized user experience to automated decision-making and personalized messages.
As artificial intelligence (AI) revolutionizes the marketing landscape, companies embrace its transformative power to drive effective marketing strategies and improve digital marketing efforts. These case studies show how AI can seamlessly be integrated into different marketing channels, leading companies towards success.
HEinz: Ketchup generated by artificial intelligence
Heinz, a well-known spice brand, embraced the generative madness of artificial intelligence by asking a simple question: “How does AI think ketchup looks?” They turned this question into a viral marketing campaign, using the AI DALLE-2 image generating tool to create fun and engaging ketchup images in different settings. To further engage its audience, Heinz encouraged sharing on social media, allowing users to create their own AI-generated social media posts with ketchup images.
Ben & Jerry’s: Discovering the taste of breakfast
Ben & Jerry’s, a leading ice cream brand, has teamed up with Unilever’s AI-driven trend analysis to uncover a gap in the breakfast-inspired ice cream flavour market. Based on this data-driven insight, Ben & Jerry’s launched their “breakfast ice cream” campaign, introducing three new flavours that resonated with consumers.
Shopify: AI-powered shopping assistant
Shopify, the leading e-commerce platform, introduced an AI-powered shopping assistant chatbot to improve the user experience. This chatbot can guide users through a large selection of Shopify stores, offering personalized recommendations and help.
Coca-Cola: Create the right magic
Coca-Cola, a beverage giant, has launched a creative competition powered by artificial intelligence called “Create Real Magic”. This competition invited digital artists to create artworks using an AI-powered web application, with the best entries displayed on Coca-Cola's digital billboards in Time Square. This collaborative campaign has demonstrated the power of AI in fostering creativity and engagement.
Nutella: Unica Limited Edition Labels
Nutella, a popular hazelnut spread, sought to stand out with its unique and personalized packaging. In collaboration with Ogilvy Italia, Nutella used AI to create 7 million unique labels, each reflecting a diverse and expressive Italian culture. This campaign demonstrated the power of using AI in marketing to increase product differentiation and brand appeal.
Volkswagen: Buying Ads Using Artificial Intelligence
Volkswagen, a renowned car manufacturer, has adopted a revolutionary approach to optimize its ad buying decisions. Using artificial intelligence, Volkswagen has implemented an automated system that analyzes real-time data to identify the most effective ad placements and target audiences. This data-driven approach, Artificial Intelligence in Marketing Allows Volkswagen to Cut Advertising Spending by 20% with an increase in sales.
Netflix: Personalised recommendations
Netflix, a leading streaming service, has revolutionized the way users discover content using AI-powered personalization algorithms. These algorithms analyze the behavior and preferences of users to recommend relevant movies, TV shows and even works of art to suit individual tastes.
Mastercard: Crayon AI for Competitive Intelligence
Mastercard, a global payment company, has faced the challenge of staying ahead of the curve in an ever-evolving competitive environment. In order to gain a deeper understanding of competitors' strategies and anticipate market trends, Mastercard has integrated AI into its business operations. Using Crayon, a platform for competitive intelligence powered by artificial intelligence, Mastercard has gained a clear picture of its competitors' activities and market trends. This insight-based approach has empowered Mastercard to make informed business decisions and protect its market position.
Nike: Immersive match generated by artificial intelligence
Nike, a sportswear brand, collaborated with Serena Williams to create an AI-generated compound that confronted her younger self in 1999 and her modern self in 2017. This award-winning campaign marked Nike's 50th anniversary and illustrated the emotional connection that AI can cause.
BMW: Projecting artificial intelligence on cars
A luxury carmaker, BMW has teamed up with an advertising agency to project AI-generated art onto their 8-series Gran Coupé. This innovative campaign aimed to connect with BMW's target audience on an emotional level and highlight the brand's creativity and innovation.
Calm app: Recommendations of personalized content
Calm, a popular meditation app, used Amazon Personalize, a product recommendation mechanism powered by AI, to provide users with personalized content recommendations. This dynamic approach ensures that users are presented with relevant content that is in line with their preferences, improving the overall user experience.
These ten examples demonstrate the transformative power of AI in marketing, highlighting its ability to drive innovation, personalization and data-driven decision-making. As AI continues to evolve, its impact on marketing is expected to become even deeper, paving the way for even more creative and effective marketing campaigns.
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