How AI will change marketing in 2024

Plus: AI meets digital OOH

January 03, 2024

Happy New Year! After a (hopefully) restful break, it’s officially time to dive back into your inbox and do a whole lot of “circling back.” Whether you’re finally getting back into a daunting creative task or scheduling that big 2024 planning meeting, we hope this newsletter helps you think of ways you can incorporate AI into your 2024 workflow.

How AI Will Change Marketing in 2024

Source: Adan Augusto

Gartner, a tech research firm, has officially released its forecast for marketers in 2024—and its predictions largely center around generative AI:

  • With the increased integration of AI into social media, consumers will alter their perception of popular platforms. In response, 50% of consumers will significantly limit their social media usage by 2025.

  • 79% of consumers expect to use AI-enhanced search this year. As consumers adopt this tech, brands’ organic search traffic will decrease.

  • Gartner anticipates some major changes to senior marketing roles in the coming year. As CMOs use generative AI to enhance their productivity, senior creative roles will pivot towards higher-level creative ideation, testing, and analysis.

How Beauty Brands Are Leveraging AI

This year, the beauty industry is meeting the moment with exciting new AI marketing campaigns and strategies:

  • Sunscreen brand Bask will be launching its own GPT chatbot, Bask Pool Boy, on its e-commerce site. Pool Boy will be able to answer any questions about the brand, sunscreen application, and more—all in the brand’s humorous voice.

  • Brand Agency London, which houses makeup and skincare brands, will use Speechify AI to translate audio ads into local accents to improve engagement.

  • L’Oreal plans to use AI for social media listening. This will allow the brand to discover and follow beauty trends more quickly, enabling its in-house team to accelerate content production.

AI Meets Digital Out-of-Home

Source: Marketing Interactive

Digital out-of-home (DOOH) advertising has been growing—and now, companies like Unicom Marketing are integrating AI into their DOOH strategies:

  • Unicom Marketing is offering AI-driven mobile event spaces—trucks with adaptable layouts and dynamic LED screens. AI is used to quickly gather attendee behavior data, and then translate that data to dynamically adjust content on the trucks’ LED screens.

  • Post-campaign, Unicom’s AI-powered analytics offer predictive recommendations for future content and events.

Pika Labs’ Text-to-Video Platform Is Available to All

For marketers with a limited creative budget, AI text-to-image generators have been a lifesaver. Now, tech-savvy marketers can go one step further with Pika 1.0, a text-to-video generator open to all via the web:

  • Announced last month, Pika 1.0 is an AI tool that allows users to generate and edit videos in a range of styles—including 3D animations, live-action clips, and cinematic videos—from a simple text prompt.

  • Pika 1.0’s editing tools are especially exciting for creative teams. The edit function allows users to modify specific parts of the clip and expand the canvas to different aspect ratios for various deliverables.

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