How AI will impact advertising in 2024

Plus: AI van Gogh?

December 13, 2023

Hey there! As the year comes to a close, we’ve been in reflection mode. And there’s no denying it: 2023 completely changed marketing. A year after ChatGPT launched, AI has made its way into our everyday work and reshaped our industry: 1 in 4 companies are already using generative AI for marketing, and that number is expected to jump to 45% by the end of 2024.

Still playing catch-up on the whole AI x marketing trend? We’ve got you covered with this week’s top AI marketing news.

Forrester Predicts AI’s Role in Advertising for 2024

Source: Getty Images

Forrester, a global market research company, just shared its 2024 predictions for advertising and media—and AI is a focal point:

  • Forrester predicts that Google will lean into generative AI to maintain its position as the top search engine over TikTok. This means that SEO will remain a key part of advertising strategy.

  • With the presidential election less than a year away, Forrester predicts that more and more platforms will come out with guidelines around AI disclosure for political ads (following Meta’s lead).

  • Agencies have already begun experimenting with AI—but according to Forrester, 2024 will be the year that AI becomes “permanently embedded in agencies’ capabilities, technologies, workflows and business models.”

  • And during the Super Bowl—AKA the biggest ad day of the year? Forrester anticipates at least one brand attempting an AI-powered ad stunt…and subsequently apologizing.

LTK Launches Match.AI to Match Brands and Creators

LTK, the social commerce platform built for creators, is launching a new AI solution to help brands find and partner with creators for campaigns:

  • Known as Match.AI, the software will analyze LTK’s creator, brand, and shopping data (across all publishing platforms) to recommend brand-creator collaborations.

  • Brands will be able to use the tool to discover new creator partners and maximize the impact and reach of their influencer marketing campaigns. On the other end, creators will use Match.AI to discover new brands and optimize for earnings.

  • According to LTK, this tool will be especially useful for brands looking to work with lesser-known creators; during beta testing, 53% of creators chosen for campaigns had never before worked with a brand through LTK.

Runway and Getty Images Launch a Video Generator For Businesses

Source: Runway

Runway, an AI company known for its image and video generator, is teaming up with Getty Images to launch Runway for Enterprise…and it might just be marketers’ new favorite tool:

  • With access to Getty Images’ massive creative content library, the tool creates fully-licensed, high-quality video content that’s ready for commercial use.

  • Using RGM (Runway Getty Images Model) as a baseline model, enterprise customers can customize the tool with their own company data. This will train to model to fit their exact creative needs and match their brand identities.

The Musée d’Orsay Introduces AI Vincent van Gogh

With a collection of mostly 19th-century art, Parisian art museum Musée d’Orsay had to get creative to affirm its modern relevance. So, it brought van Gogh “back to life”—through an AI-powered doppelgänger, that is:

  • “Bonjour Vincent” is a digital representation of van Gogh, trained on 900 letters the artist wrote in his lifetime and biographies written about him. Museum visitors can converse with van Gogh’s replica through a microphone.

  • Though the team on this project is still fixing inaccuracies, they hope that this innovative, interactive campaign will generate new interest and income for the museum.

Around the Web

  • A new report from Deloitte Digital explores how marketers are using generative AI in their daily work.

  • AI was named the Marketing Word of the Year by the Association of National Advertisers.

  • Of the 2,042 new martech tools introduced in the last six months, 73% of them were powered by AI.

  • AI marketing trends could collide with the cookie deprecation in 2024—here’s how to tackle privacy concerns.

Thanks for joining us, and we’ll see you next Wednesday!