营销效果

AI-POWERED ADVERTISING TECHNOLOGY W E T A K E P R O G R A M M A T I C T OT H E N T H D E G R E E C R E A T I V I T Y Is gut instinct deadin the age of AI? Successful marketing campaigns have historically been the productof human creativity. But will the rise of AI and data analytics requiremarketers to relinquish some of their artistic freedom? Contributors Rosalyn Page Data-drivenpredictionsaside,some brand campaigns can only bedecided by asking, ‘Does this feelright?’. Consider Liquid Death, thetinned-water brand, Barclay says. Francesca CassidyRaconteur's editor, responsible for itseditorial strategy. She writes primarilyon innovation, leadership andcorporate culture. dvertisersand marketersunderstandthe value oforiginal ideas. David Ogil-vy, considered by many to be thefather of advertising, once said, “If itdoesn’t sell, it isn’t creative.”Human creativity has long beenthe catalyst for the most powerfuladvertisements. But with the rise ofperformance data and brand met-rics,marketers are increasinglyrelying on digital technologies togauge and, in some instances, cre-ate marketing campaigns.A “Sellingwater in tallboy cansshouldn't work. The data probablysaid it was insane. But someone'sgut said ‘energy drink aesthetic forhydration’would resonate withpeople who are tired of wellnessculture bullshit. Now that brand isvalued at $1.4bn.” Rosalyn Page An award-winning writer and freelancejournalist covering technology,innovation and digital lifestyle, amongother topics. AI is excellent at delivering theright message at the right time withprecise targeting, thereby optimis-ing for the 5% of customers who arebuyingright now.But marketersmustbuild brand recognition forthe 95% who aren't currently buy-ing, says Evans. Data and AI tools can help mar-ketersunderstand a campaign’simpactand predict performance.But how should marketers balanceAI-generated insights with their gutinstinctsfor what will resonatewith their customers? “AI can inform and refine ideasbutthat true creativity involvespeople making creative leaps andapplyingsolutions to businessproblems,” he says. “AI wouldn’t necessarily have thecontext and nuance to notice thosemoments and turn them into some-thing meaningful,” she says.KaitlynBarclay,CEOandco-founderof Scout Lab,agrees,adding that human judgment aboutwhat the data means, and when toignoreit,is essential to creatingbrand campaigns that stand out andresonate with customers. intensityand‘exceptional’forstrength of brand recognition basedon System1’s measurement tool. Bycontrast, the classic 1976 campaign,“CokeAdds Life”,scored 1.56 foremotional intensity and ‘good’ forbrand recognition. Accordingto Mandy Alderson,head of global brand managementat Intrepid Travel: “Following thosegut instincts is how we create anemotional connection with the con-sumer.While data and AI areincredible, they’re mainly there toreaffirm our intuition.” Those brand-building efforts – thelong-term strategies that create dis-tinctive, memorable brand assets –are still ruled by human creativity.An AI may be incapable of achiev-ing aMad Menmoment – a spark ofcreativity that leads to an entirelynew idea for a brand campaign. So AI might help to optimise thoseemotional elements, but the magichappens by making abstract con-nections – something that requireshuman imagination and intuition,according to Jon Evans, chief cus-tomer officer at System1. Production executiveSabrina Severino Special projects editorIan Deering Alderson’steam uses Qualtrics,anexperience-management plat-form, to guide its quarterly brandtracker and measure brand aware-ness as a key performance indica-tor, for instance. “The marketers who are winningright now are using AI systems asresearchassistants,not creativedirectors,” says Barclay. Commercialcontent editorsLaura BithellLarnie Hur Design and illustrationKellie JerrardJames LampardCelina LuceySamuele Motta And, with the vast amount of con-tent being churned out by AI, suchunusualor uncommon leaps ofimagination may be the only way tostand out in a crowded, noisy mar-ketplace and create something thattruly resonates with customers. “Creative leaps into the unknownremains a distinctly human trait,”he says. Commercialcontent executiveJessica Lynn Thedata from this platform isinstrumental in gauging the effec-tiveness of brand campaigns andinforming brand spend. But whilethedata can provide valuableinsights, human intuition is neededto connect the dots. She acknowledges, however, thatthe benefits of data-driven market-ing are undeniable. Fuelled by data,AI tools can help marketers under-standcustomer lifetime value,cross-channelattributionandbehavioural triggers in ways thatwould have required armies of ana-lysts just five years ago. Design directorTim Whitlock AI systems are developing quickly.“Unlike previous deterministic AIthat simply completed tasks, agenticAI can, for instance, understand abrief and solve it independently,”Evans adds. Commercialproduction managersAl