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Heaven Media has spent over 12 months now supporting companies to get their AI message right. To the benefit of our clients, most brands still get it wrong. AI is not everything and or everywhere. It is specific things to specific people and in order to get them to adopt, upgrade and invest in devices you need to show a user the real world benefits. This goes for consumer and commercial and we have the entire playbook how to do this. Whether it be this week at CES or beyond, if your brand needs support from an entire team to help get this messaging right with Creative, influencers and Social please get in touch.
AI Tech marketing, typically sucks and needs to change. Here's my two cents as an early-ish adopter, tech nerd and tech marketing fella who's spent a few years helping major tech brands market AI. See image below, some great brands, who do some great marketing, but these specific ads don't hit the mark for me. Firstly, no one is buying a computer, phone, subscription, monitor - whatever, because you told people AI is the best thing ever and you enable it through your awesome hardware with some mysterious specs you've hidden and a dog dressed as a wizard to show how "useful" and "cool" it is. Ultimately, it's often just too damn broad. Did I take examples out of context? Absolutely. Do some of these brands also do fantastic marketing for AI features? Yep! Do these specific ads move the needle for me with my consumer hat on? Hell no. So, what should brands do to bring AI features to market? 🤓Educate showing genuine use cases in action in a tangible way, for me personally that would be AI for creative ideation, copywriting, legal amends, strategy thought starters and market research 📚Educate me on what an NPU actually is and what useful things it can do in a wider system 💻Show the actual performance gains enabled by an NPU in software (no fluff, I know it's still early ish and tough to show) 🕶️Show cool shit, but only if it's actually useful, e.g. the power of AI in Adobe is pretty useful and cool for a creative 🤝Be honest about what AI can do right now, versus what hardware with AI may do tomorrow 🧑🤝🧑Show me real people using it, creators are handy for this but they MUST be genuine use cases, don't show me another wizard dog 🎯Most consumers still have VERY specific use cases for AI (like me!) so make you set up lots of specific audiences, no one needs a 'AI is awesome' generalized ad Above all, just be specific! I'll murder the next marketer who tells me some AI revolution is here because they said so, without backing it up with use cases. I know not everyone loves AI, but I'm a firm believer it's pretty handy and I know keep using it, so I assume others will also and it's here to stay. Has anyone got any great examples of brands killing it with marketing AI features?