Crafting Next-gen Marketing Experiences With Gen AI

Ankit Khirwal Jan 16, 2024

Generative Artificial Intelligence (Gen AI) has changed the game for marketers. With its ability to almost instantaneously analyse vast amounts of consumer data and deliver insights for actionable ideas, Gen AI is now a mainstream tool, representing a fundamental shift in understanding consumer behaviour and market dynamics. Combined with the rise of Generation Z as a pivotal consumer base, we have entered a new era. Understanding the nuances of this intersection presents a complex and exciting challenge for businesses seeking to stay ahead of the curve or even relevant for that matter in these changing times.

Studies show that over 85 per cent of organisations believe that technology adoption and broadening digital access will remain key drivers of business transformation in the next five years.

It may be an understatement to say that Gen AI has changed the way brands interact with their customers. From chatbots that provide 24/7 customer service to personalised recommendations based on past purchases, AI technologies are making interactions between brands and consumers more seamless and engaging. It not only helps you with what you are doing, but it also identifies what you are missing to meet your marketing objectives while promoting brand loyalty and trust. A marketer study has revealed that 63 per cent of marketers find AI helpful in analysing market data and 71 per cent believe that AI proves to be an essential creative support. thus enabling marketers to be more proactive, predictive and personalised in their approach, thereby always staying aligned with changing consumer expectations.

Serving the always-online generation

Generation Z, the demographic born between 1997 and 2012, is a significant consumer demographic, accounting for a growing portion of the global population and consumer market. With the web at their beck and call and staying connected all the time being an integral part of their lives, it's not surprising that Gen Z views what they do online as not just their digital identity but their overall identity. The digital world is their primary habitat. This necessitates a marketing strategy that is digitally native, seamlessly integrating online and offline experiences, requiring brands to be present and active across multiple digital platforms, engaging with Gen Z consumers in their natural digital environment.

Furthermore, this generation highly values authenticity and social responsibility. Hence, they tend to opt for brands that have a purpose beyond profit. The intersection of generative AI and Generation Z is where the future of marketing is being moulded. Brands that understand how to leverage AI to meet the unique needs and preferences of Gen Z will be the ones that succeed in this new era.

AI’s ability to analyse individual consumer data and provide personalised content, recommendations and services enables personalisation at an unprecedented scale. This allows marketers to tailor consumer experiences based on the needs and expectations of their target audience. This, in turn, helps the brand foster a deeper connection with the consumer, leading to long-term brand loyalty.

Industry intersections

Various industries have started to integrate this technology, which gives the brand the freedom to create larger-than-life engagement that leaves a lasting impression. Imagine a scenario where a personalised hologram interacts with you in the middle of a mall, or a giant 3D panda approaches you, offering apparel tailored to your preferences. This futuristic approach to brand engagement, made possible by Gen AI, takes personalisation to a whole new level. The fashion and lifestyle industries have also successfully leveraged GenAI to predict trends, personalise shopping experiences and even offer virtual try-on options. Even education companies are integrating AI into their modules to deliver a more personalised learning model that engages the user and enhances the individual learning experience. This integration of technology aligns perfectly with Gen Z's expectations for convenience, innovation and personalisation.

As technology continues to undergo extensive changes, modern marketers are urged to embrace generative AI as a crucial ally rather than a competitor. Achieving a seamless synergy between these two forces demands a reskilling process. Marketers who wholeheartedly embrace this dynamic shift position themselves for long-term success!