“The Great Unifier”: Marketing Executives (Provisional) Generation AI Expected in 2024

With this in mind, we gathered seven smart marketers from across copy, innovation, delivery, social, and more to find out how they expect technology to evolve this year.

Their full answers are below, but first let's take a look back. This time last year, when generative AI started to gain widespread popularity, White-breasted, we faced rapid-fire predictions. The idea is that some designers will be immediately replaced by “ready-to-read engineers” and a flood of creative, elevated strategies and thinking will be carried out by AI.

However, as we move from 2023 to 2024, our committee's position becomes decidedly more ambiguous. The early strengths of this technology are now clear. Luke Hurd, director of experience design at VML, calls generative AI a “great integrator” thanks to its ability to “do standardization tasks very quickly.” And AI-powered iteration has allowed marketers to “find the creative edge” very quickly, says Andy Martinas, global head of innovation at Lewis. Masu. We've also found it to be great at consolidating data, delivering super-fast early drafts, changing versions, and filtering out ideas for route 1 campaigns. As Oliver's executive creative director Rae Stones puts it, this could be a “practical tool for not really doing it.” It's an average job. ”

However, there is also a flip side to that ambiguity. First of all, no one on our panel is rushing to fill the creative team with AI prompt her writers. Jordan Carroll, director of innovation at The Fifth, calls the idea “almost paradoxical,” saying: I can read, write, and speak. So why do people lump that skill into one role?''Overall, our committees choose instead to train existing staff how to use AI tools. did.

Additionally, there continues to be a broader reluctance to delegate too much to AI, especially in creative fields. While certainly good at integrating, generative AI is still a synthesis tool and relies on quoting from other people's work, making it “the antithesis of creativity” (very Although it is a useful AI). And, as Stones says, “Just because it looks like copywriting doesn't mean it's copywriting.” actually copywriting.Just because you seem to have come up with a unique idea doesn't mean it's unique actually Come up with unique ideas. ”

So if 2023 was about AI mania, 2024 will see marketers become more skeptical about AI. But there's still a lot to be excited about.

matt kissan Landor Global Executive Director: “I am interested in the ethical and inclusive use of data as it relates to the mix of real and synthetic data constructed by AI. We get a more representative view because our information usually comes from people who fill out surveys or panels, i.e. people who have the time and willingness to do it, rather than the entire population. I'm also interested in the further convergence of brand management and brand performance efforts. Does the degree to which brands are kept “on brand” actually lead to improved performance metrics? The accuracy of your ideas and positioning statements will be greatly improved. You will be able to further analyze the details and nuances. This should really establish a clear and differentiated positioning point for your brand. ”

Ray Stones, Executive Creative Director, Oliver: “Generative AI doesn’t produce better creativity, but teeth We make great creative even better. It's an amp. This is a new level of tooling for copywriters. We have dictionaries, and now we have Gen AI. That's an incredible leap. It's huge. We will see more creativity, and the uniqueness of that creativity will be more important than ever. But before that happens, there will be a ton of really average work and a sea of ​​wallpaper. And out of that sludge, new advances in how to stand out slowly emerge. I think we'll see a creative resurgence towards the end of the year. ”

Jordan Carroll, Innovation Director, The Fifth: “Drivers like the Content Authenticity Initiative, supported by Adobe, are moving towards open standards that allow us to look at an asset's metadata and see if it was created using AI. I'm interested in predicting a future where AI assets are clearly labeled as AI in the same way that ads are clearly labeled as ads in the meta, so that people can say, “Oh, no, this is Will we create a second class of assets that people scroll past and think, “It's AI?'' ), you would need to fill a fairly large gap.I'm also interested in seeing how wild and quirky people leverage the technology they're building. around it A.I. ”

Andy Martinas, Global Head of Innovation, Team Lewis said: “What really excites me about AI is the ability to create accessibility. For example, people who are blind can create visually. I'm intrigued by the ability to create capabilities for people. Masu. Even if you can't speak, you can make an AI say what you want it to say, and it can even create a voice. This technology can be used for good purposes. We've been using him for a year now because he shouldn't be using it and because he can. ”

Luke Hurd, Director of Experience Design, VML: “What I'm most excited about is computer vision, which is manipulating large-scale models to interpret things, as well as large-scale language models and transformation models that generate AI. A lot of people don't realize that. , these two things are merging in a new way. Imagine having glasses that let you “see” and “understand” the world and immediately provide you with contextual information about it (when you take out the glasses (There is no waiting time.) call Google or take a photo). The key is to reduce this delay. Having this feature eliminates a lot of friction and device manipulation. 90% of what you do on your phone is moving windows or typing, but AI can take a lot of the friction out of interacting with and creating digital experiences. Similar to our normal physical experience. AI is not one solution For anything. There is nothing, there will be nothing. But I think these two elements, the two AIs, working together will unlock it. Consider the combination of Meta's Quest 3 and Ray-Ban glasses. You will be surprised at what worlds will open up to you. ”

Gemma Oldfield, DRPG Head of Digital Distribution: “I’m excited to see how our team evolves and how it really changes over the next few months, especially as some of our clients gain a little more confidence in AI and take more risks. Because we want to bear the burden of teeth Some resistance can be seen. ”

Olivia Wedderburn, Executive Social Influence Director, TMW Unlimited said: “I'm excited about building and building tools and seeing my ideas move from fantasy to reality really quickly, from the 'things I want' box to the 'things I can actually develop' box.” . Ideas are becoming truly scalable. The impossible is becoming possible every day. There is a real opportunity to be creative and consider how far you can scale to unlock new value for your brand. Also, focus more on your brand value messaging. AI allows us to evolve very quickly in many areas. Because you can quickly turn these ideas into reality. ”