AI: The Lustrous Jewel In Marketing's Crown

If we were to ask you the buzziest buzzword of 2023, we would probably conclude this article in one word, even before beginning it. Undeniably, it has been AI.

A hundred per cent of the conversations we had with the country's leading marketers avouched artificial intelligence as the ultimate reigning king of 2023. They stood unanimous in their decision, which bespoke the solid presence, power and potential of this unstoppable force that we fondly abbreviate as AI. 

For better or worse, 2023 opened new conversations about advanced technologies, including copyright laws, plagiarism, academia, and so much more. AI in marketing, in particular, took on a bigger role with access to tools such as Gen AI & midjourney on the creative side and ChatGPT and Frase on the content side. These enabled teams to do more of what they already did best.

For marketers, AI proved to be the quintessential instrument in elevating the consumer experience and deriving highly precise insights, coming forth as a strategic beacon that illuminated the path to compelling campaigns, resonant storytelling and the seamless integration of technology and creativity.

Indrajeet Mookerjee, President - South and West, Dentsu Creative India supports AI being the chart-toppper in the past year, with generative applications making it accessible to the masses at an unprecedented level.

Interestingly, AI-driven marketing is set to drive 45 per cent of the total global economy by 2030, as per PwC. It’s poised to do so in several ways, such as data-driven product enhancements, personalised services and influencing consumer demand.

'Gen AI, ChatGPT, midjourney' led in the past year for Maneesh Krishnamurthy, Marketing Head, EyeCare Division, Titan Company as well. 

AI, as it is now established, stands as a formidable ally for marketers, especially in alleviating the burden of performing repetitive tasks. By swiftly handling tasks that would be time-consuming for human execution, such as repetitive writing tasks or even basic image generation, AI becomes a catalyst for streamlining operations and freeing up valuable time. "This automation enhances efficiency and liberates marketers to focus on strategic thinking and creativity, fostering a more innovative and dynamic approach to their roles," furthers Harshna Pasari, Head of Marketing, BlueStone.

AI and beyond in 2024

While the fanfare around AI is yet to subside, 2024 will see a push to move AI beyond a marketing buzzword, driving clicks and inbounds. It will also compel users to dive deep into its understanding and application and increase their dependence on it.

Alongside, concepts like human-centric marketing, green marketing and humaning are expected to come out bolder in the coming year, emphasise experts.

An upward trajectory of content marketing is also anticipated, believes Mohammed Shahbaaz, Brand Marketing Head, Cult.sport. Given the steady rise in social media ad costs (CPMs), brands are increasingly recognising the importance of generating organic traction. Content series and podcasts emerge as powerful tools to achieve this, providing a platform for brands to engage with their audience authentically.

"The evolving nature of marketing and advertising suggests a paradigm shift towards empowering user choice rather than interrupting their media consumption experience. Content marketing, with its focus on delivering value, embodies this shift and fosters a more user-centric approach to brand communication," adds Shahbaaz.

In 2024, India will stand tall as the global nucleus of AI and its tools, according to experts. It will continue to be the epicenter of AI-infused solutions that will accelerate technology-led value creation among its stakeholders.