Where is the development of AI heading? “It’s not just generating images and videos”

AI is not only about generating images or videos. Thanks to artificial intelligence, companies can optimize their processes not by 5-20%, as in the case of ordinary algorithms and previously known methods, but by ten or even a hundred times! – says Adrian Hołota, head of the first digital production house in Poland, Panowie Programistyczny. However, price is a barrier for many companies. – Achieving such optimizations can be very expensive and requires many experiments on AI models. Sometimes, however, it is enough to unblock one place in the entire process or use a ready-made solution. Many of the latter will certainly be created in the next year and they will become more and more specialized to improve specific tasks in specific sectors

– predicts Adrian Hołota.

Tailor-made products

Artificial intelligence allows you to create services and products better suited to consumer needs. Therefore, avatars appear on the market to entertain children, accompany lonely people, or teach foreign languages. Televisions, cars and air conditioners learn our behaviors and adapt to our individual needs.

AI also quickly found practical application in marketing. – Meta has created a practical Sandbox tool that is used to create and test variants of texts and images in advertisements, and Nike has created an 8-minute match of two avatars of Serena Williams from different stages of her career – says Gosia Nierodzinska, Lead Partner Marketing Creative from Netflix.

Thanks to AI, advertising campaigns are even better suited to consumer expectations and engage them more strongly. AI also allows you to examine unconscious needs. The creators of HungerStation, a food ordering application operating in Saudi Arabia, took advantage of this perfectly. When the user tries to choose a dish, the system observes his facial expressions and eye movements. Thanks to this, he is able to indicate the food that he subconsciously desires. This allows you to overcome the so-called decision fatigue, i.e. the nagging feeling of indecision that customers struggle with when the offer is very rich.

Creativity still belongs to the people

– A fridge that will tell you in any voice what you want to eat? A campaign that will perfectly match the social mood and engage even the unaffected recipient? AI will help us achieve this in a short time – predicts Ewa Walas, head of the Brand Development Department at Gazeta.pl. He emphasizes, however, that the most interesting ways of using artificial intelligence are still the ideas of people, not machines. – 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 – he notes.

Do you want to learn the practical application of the latest technologies, including artificial intelligence, web AR or machine learning? See Martech Trendbook 2024, which collects 50 videos discussing the most technologically advanced marketing campaigns from around the world.