With AI transforming the digital landscape, brands are deploying smart and innovative strategies to captivate today’s discerning consumers. Marketers are harnessing artificial intelligence (AI) in creative ways to craft campaigns that engage audiences and boost conversions in a time of tighter budgets and economic uncertainty. Here’s how brands are casting digital ‘spell-utions’ to reach the modern shopper.
Leveraging Marketing Psychology in AI-Powered Campaigns
AI-powered marketing psychology is leading the charge, focusing on human behavior and decision-making to optimize engagement.
The Exposure Effect – Building Familiarity and Trust
According to Manita Chinda of Digital Tip Academy, the exposure effect is a key technique in AI-driven campaigns. By increasing the frequency with which a product or brand appears to consumers, marketers can boost recognition and preference. For instance, the popularity of Moo Deng, the adorable pygmy hippo, shows how repetition can drive global brand appeal.
Goal Gradient Effect – Encouraging Engagement at Every Stage
Another valuable tool in the marketer’s kit is the goal gradient effect—a technique that nudges consumers to keep moving towards their goals. Think of it as motivating consumers to take that final step in completing a purchase or signing up for a service, making it effective in e-commerce funnels.
Social Media – The New Shopping Playground
With Gen Z and younger consumers, social media platforms like TikTok, Facebook, and Instagram are now crucial for shopping decisions. Sitthinunt Pholvisutsak of Content Shifu notes that these platforms provide a seamless shopping experience, combining entertainment with instant buying options, and have become powerful tools for targeted marketing.
TikTok’s E-Commerce Features – Engaging and Converting Younger Audiences
TikTok is quickly growing as a preferred platform for younger shoppers, making it essential for marketers to leverage its e-commerce features, such as shoppable videos and live-streamed product demos. This social media-first approach appeals to Gen Z, who often combine social media browsing with online shopping.
Generative AI – Crafting Content at Scale
Generative AI (GenAI) is enabling brands to produce engaging content at scale, from blog articles to product videos, without overwhelming budgets. GenAI tools also support video creation, product descriptions, and even ad campaigns, giving brands a consistent presence across digital touchpoints.
AI-Driven Content Personalization – Tailoring Experiences for Better Results
Lead Insider’s Priya Narula emphasizes the power of personalization in AI marketing. AI can optimize ad timing and tailor messaging to fit each customer’s preferences, enhancing relevance and engagement across customer segments.
Data Science – The Backbone of Successful AI Campaigns
The intersection of data science and content artistry is shaping the future of successful campaigns. Anan Teerabruranapong from Data First explains that AI allows for rapid data analysis and automated data collection, delivering insights that fuel creative decisions and improve sales.
Using Big Data for Actionable Insights
By examining consumer data patterns, brands can better understand customer preferences and behavior. Automated data collection tools combined with sharp analysis can reveal invaluable insights that drive strategic content development.
Sustainability – Making AI Marketing Eco-Friendly
Even with its impressive capabilities, AI has an environmental impact, largely due to the high energy demands of data processing and programmatic advertising. Chanchai Pongsanan from Amplifi Thailand-Dentsu stresses the importance of sustainable practices in AI marketing, urging brands to balance cutting-edge marketing with eco-conscious decisions.
Reducing Carbon Footprint in AI Campaigns
Marketers are encouraged to adopt greener practices by setting standards that reduce energy consumption, focusing on programmatic advertising with lower carbon outputs, and incorporating sustainable approaches into marketing operations.
Human Touch in AI Marketing – Finding the Right Balance
Despite the advancements in AI, Paruj Daorai from the Digital Advertising Association (Thailand) reminds marketers that a human touch remains essential. AI may excel at unraveling consumer patterns, but connecting with audiences requires creativity, intuition, and a blend of both art and science.
Advolution 2024 – The Future of AI in Advertising
At the upcoming DAAT Day 2024 event, “Advolution – Reimagining Advertising, Clashing Art and Science,” marketers will explore how AI can do more than provide insights, challenging them to reshape the future of advertising with a balance of technology, artistry, and human insight.
Embracing AI to Connect with Today’s Consumers
As brands continue to adopt AI solutions, they’re finding new ways to resonate with savvy shoppers through personalized, data-driven campaigns. With a focus on psychology, social media, sustainable practices, and a human touch, marketers are redefining the future of advertising in a world where AI and consumer expectations are evolving together.
