The Future of Marketing With Self-Driving Campaigns

Can marketers and brands live in a future where campaigns will “run by themselves?” 

The past few years have seen an explosion of channels, ad formats, and data strategies, along with the deprecation of third-party cookies. At the same time, marketing budgets have been rapidly dwindling across the board. These developments coupled with an increasing demand by consumers for personalized and relevant messages have created an expectation from brands “to do more with less.” 

The need for automation technologies that can enable campaigns to run by themselves has been around for a while. Much of the media-buying process has been automated by DSPs by leveraging data and algorithms to better target and reach the right customers. The creative and content side of campaigns, however, still require a lot of manual effort. 

The good news is that with AI, brand teams can automate creative generation and optimization. Generative AI has the potential to reduce dependence on custom photoshoots, video shoots, and graphics designs for campaigns that require repurposing stock and similar content. AI and machine learning can further improve the relevance of content at scale through optimization algorithms that serve the right creative to the right person at the right time. 

Read the full article, “Self-Driving Campaigns and Generative AI: Are We There Yet” by Jivox CEO, Diaz Nesamoney.

How are CMOs using Generative AI what results do they see?

A recent survey of 200 CMOs from different sectors across North America, Europe, and Asia revealed that 70% are already using Gen AI and 19% are testing it.

Here are some interesting findings of the survey:

• 67% or approximately 2/3rd of the respondents are using Generative AI to offer hyper-personalized experiences to customers. Other top use cases of Gen AI include insight generation (51%) and content creation (49%). 
• 91% of CMOs reported seeing a positive or very positive impact on their efficiency. 
• Over 70% feel optimistic and confident about the future impact of Gen AI.

Running Smarter Campaigns With Automation

Although Generative AI is relatively new, the need for brands to personalize their messages to consumers is not. Automation technologies such as Dynamic Creative Optimization have been empowering brands to not only drive relevance at scale but also reduce overall costs. A recent example is Frontier Airlines which saw a  74% decrease in CPMs and a 67% reduction in cost per booking with DCO-enabled creative automation. 

Read their story here.