APAC agency leaders on how AI is transforming marketing
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APAC agency leaders on how AI is transforming marketingJune 2023
AI is transforming how agencies are helping brands build relationships with their customers. We spoke with five agency leaders across APAC to find out how AI has helped them deliver better results and greater value for clients.
Learn how they got the most out of AI by keeping in step with changing consumer needs, adopting a test-and-learn mindset, and creating new efficiencies. As Dentsu’s Chief Product Officer, Media APAC, Sunil Naryani, says: “AI is not the wave of the future but it’s the wave of the present.”
Deepika Nikhilender: The one AI powered thing-
Sunil Naryani: -that I can't go without…
Bharat Khatri: It's my Ultrahuman ring.
Laurent Thevenet: Definitely Google Translate.
Neha Tejuja: Spotify’s Discover Weekly feature. I find a lot of new music thanks to this.
Naryani: -is ride hailing apps.
Nikhilender: That would be maps. Because I get lost a lot.
Khatri: I think we are in an exciting time where there is too much information, leading to a lot of uncertainty and lack of confidence in any consumer's ability to make the right decision.
Naryani: With AI, agencies can create a lot of marketing magic that's personalized, optimized, and emotionally connected to the end consumers.
Tejuja: It's not about how we can sell more, but how we can sell right. Selling to people who have the actual need, instead of bombarding everyone to buy.
Khatri: The AI algorithms can identify patterns, and trend insights which is now becoming difficult for humans to detect. Or create valuable insights to improve the customer experience.
One of the best examples is the Performance Max, which is a great initiative, great tool from Google, which helped us create a better score, better performance algorithm for the brand.
Nikhilender: There's a lot of AI applications that we use to get a better sense of the audience. Once you understand the audience the first thing that it impacts is allowing us to create relevant and meaningful messages for them.
Thevenet: We have been using AI generative tools as part of our creative process. And thanks to AI we can envision what this experience will be, what this film may look like, obviously driving growth for our client because they are able to put things out there much faster.
Nikhilender: AI has played an integral role for us over the last six years. It has today has several points of impact across the campaign journey, the media investment planning journey for our clients.
Naryani: AI is truly transforming how brands connect with their consumers, and I would say that AI is not the wave of the future but it's the wave of the present.
Tejuja: I've always been part of teams that look at technology as an enabler and not this scary entity. We at Reprise are constantly testing and learning with new AI products.
Naryani: Businesses that embrace AI driven solutions today, will stand to gain a massive competitive advantage. AI will enable marketers to synchronize and optimize campaigns across multiple channels in real time, like conducting a marketing symphony with AI as the maestro in it.
Thevenet: The reality is that there are hundreds of tools out there. How do we decide which one our creatives should be using? I actually believe that we should not provide too much guidance at this stage. We should let people play with this tool, experiment and try to understand where the edge of what's possible actually is.
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