Applications of AI in Marketing

GenerativeAI in marketing

This article summarizes some parts of an interview with Mr. Atawoot Wesaranurak, the founder and CEO of Adapter Digital Group, from the Executive Espresso program on The Standard channel, interviewed by Mr. Nakarin Wanakijpaibul (Ken).

Generative AI (GenAI) plays a crucial role and has a profound impact on marketing right now. According to the point of view of Mr. Atawoot, its impact is not only limited to marketing but also affects every dimension, including organizational structure and the economy.

The impacts, as mentioned above, include aspects of scale (scaling workload and size), scope (expanding scope of possibilities), and speed (increasing speed).

How will generative AI help with marketing tasks in the future?

1. Making the impossible marketing content really happen

For example, Nike made an advertising campaign using GenAI to create a match between the Serena Williams in 1999, when she won her first Grand Slam title, and the Serena who won the Australian Open in 2017. (the results show that Serena Williams in 1999 won).

2. Implementing hyper-targeted marketing (delivering extremely customized messages to specific customers)

For example, Nike by You is a service on the Nike website that uses GenAI to analyze customer information about sneaker styles that they have purchased and styles that they seem interested in. With this information, AI generates new sneaker styles tailored to each customer, aligning with the personalized concept of Nike by you.

3. Analytics for the future

Analyze future trends and what people are likely to be interested in, and design products to keep up with those trends.

4. Analyzing consumer behavior and interests and launching campaigns to create a better customer experience.

GenAI can greatly assist, particularly in creativity and innovation tasks. Currently, GenAI is most helpful in text and image-related tasks, but its coding abilities are still limited. According to predictions from many sources, by 2030, GenAI will have the capability to write code for creating 3D videos and gaming better than developers.

GenAI not only plays a role in marketing but also contributes to the development of customer service and call center operations. For instance, GenAI is used to analyze data on customer preferences and decision-making behaviors, helping staff interact with customers. You can also use GenAI to close sales and develop chatbots to engage in natural conversation with customers.

Keys to adopting GenAI in your organization

The following are keys that make 5 major companies successfully leverage AI in their organizations:

  1. Digital Talent: Building in-house talented resources.
  2. Platform Operating Model: Changing operation methods and production creation from traditional methods to AI adoption and requiring cross-team collaboration.
  3. Engineering Excellence: Applying various digital assets such as microservices, modern cloud, and machine learning tools.
  4. Embedding Data and Analysis Across the organization: Every team can access data across teams within an organization and process through easy-to-use tools.
  5. Culture: Building an AI culture in your organization to ensure that employees recognize the importance and benefits of using AI.

In the opinion of Mr. Atawoot, “Culture” is the most difficult and important topic. To initiate all topics, we should start with problems not technology. This means specifying problems or pain points first and then using AI to solve them, rather than deciding to use AI without specifying the specific problems.


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