– What will dominate marketing in 2023? We should ask this question to artificial intelligence, because this year we asked it everything. We had a lot of fun with it, so maybe now we’ll show how it can actually be useful – replies Miłosz Jacyna, Digital Managing Content Director from the Havas PLAY agency, perversely.
Dive into the possibilities of AI
AI has a potential much greater than that offered by ChatGPT or DALL-E. – You just have to dive deeper – admits Adrian Hołota, CEO of the digital production house Panowie Programowcy, which supports advertising agencies in implementing the most innovative marketing campaigns. And it presents marketers with some inspiring ideas for using AI: – For example, you can equip your application with the function of analyzing eye movements and facial expressions to examine the unconscious evaluation of offered products or presented content. Or combine AI with web AR filters so that users can virtually see how the product will fit in a given place. Thanks to them, they will be able to add furniture or paintings to their room, or virtually park their newly configured car in front of their house – he mentions.
A movie like a game
In Martech Trendbook 2024, experts also show how artificial intelligence will change entertainment. It will make game scenarios more complicated and less predictable. It will also allow you to create more complex characters with whom players will talk and build emotional relationships. Moreover, the line between movies and games will slowly begin to blur. – I imagine that everyone will be able to choose the actor who will play in the film, who he will play and what his character will be, and AI will generate such a film in real time. This would be a video on demand! – Przemysław Puchalski, Creative and Strategy Director from WebTalk Agency, looks to the future.
Klaudia Chruściel, Country Marketing Manager at Storytel, notes that AI will revolutionize creativity and production in the entertainment industry. – We already have amazing projects in the world, such as the exhibition at the Salvador Dalí Museum, which allows viewers to turn their dreams into works of art, or the immersive theater created by Swamp Motel – he mentions. However, there are also threats:
We should pay double attention to the authenticity of the content. More and more new types of “fakes”, supported by even better image and sound generators, may threaten our security
– notes Michał Głowala, Head of Innovation at DDB Warszawa.
Made by humans
Therefore, AI raises as much curiosity as fear. In such conditions, it becomes valuable for consumers that people participate in the process of producing a product or providing a service. That’s why we will soon see the words “Man-made” on labels and packaging. – Despite the growing role of artificial intelligence, the best ideas are created thanks to human creativity. Algorithms are not yet able to read cultural relationships and emotions, so the “made by humans” quality mark will be increasingly exposed and appreciated by recipients – predicts Ewa Walas, head of the Brand Development Department at Gazeta.pl.
The youngest consumers are also demanding more human feelings in the soulless world of advanced technologies. – Zetas do not buy polished images, they value honesty and miss face-to-face contacts. They put creating a community above individualism, and authenticity is an important element of building relationships – admits Urszula Graczykowska, Senior Marketing Manager at Fujitsu Technology Solution.
As a declining representative of Generation
– says Łukasz Jach-Bartha, Creative Technologist from the VMLY&R agency, with appreciation. He emphasizes that brands need to remodel their communication. “Those that use greenwashing or deversitywashing will lose,” experts summarize in Martech Trendbook 2024. And in the descriptions of subsequent trends, they show what being eco means in marketing in times of economic crisis and how brands should meet social expectations of greater inclusiveness.
How to be creative and innovative in 2024?
Experts from the largest Polish advertising agencies and marketing departments of technologically advanced companies have identified a total of seven marketing megatrends. They result from the social, economic and political changes taking place in the world. –We show which values become important to consumers and how to creatively address them in digital communication. This year’s report can therefore be treated as a supplement to Martech Trendbook 2023, in which we characterized ten technologies that are changing contemporary marketing – explains Małgorzata Kudła, COO of Panów Programerów, the originators of the trendbook.
The strength of both reports is also the case studies. – Each trend is illustrated with film presentations of the most interesting and innovative campaigns not only from Europe, but also from Asia and the Americas – adds Małgorzata Kudła.
Martech Trendbook 2024 is available in English and Polish on the website
Source: Gazeta
Mabel is a talented author and journalist with a passion for all things technology. As an experienced writer for the 247 News Agency, she has established a reputation for her in-depth reporting and expert analysis on the latest developments in the tech industry.
