Artificial Intelligence

Many brands are now starting to utilize artificial intelligence (AI) more and more. Despite the fact that the technology isn’t new (though it has advanced significantly over the last few years), marketers can still be skeptical and/or uncertain how to leverage the technology. Below are campaigns that can provide inspiration and be a roadmap for using AI.

How can brands optimize their search strategy for the best AI-powered results?

How has the rapid development of artificial intelligence, especially generative AI, affected marketing and brands?

How are B2B marketers utilizing artificial intelligence in their marketing efforts?

To help brands make the most of AI for their marketing programs, the ANA has compiled a compendium of practical use cases and real-world examples in this fourth edition of the AI Use Case Compendium for Marketing.

To help you make the most of AI for your marketing programs, we've compiled a compendium of practical use cases and real-world examples.

How can AI effect search marketing?

Not a day goes by without artificial intelligence (AI), or more specifically, generative AI, hitting the headlines. According to the last year’s McKinsey Global Survey, 65 percent of organizations regularly use gen AI, almost double the percentage from just 10 months previously. Unsurprising then, given its rapid uptake, that discussion abounds about AI’s place in sales and marketing, and lead generation specifically.

How can my brand optimize the creative process using automation?

McDonald's partnered with IW Group to launch Sweet Connections, an innovative AI-powered campaign that addressed the language barrier between AAPI generation Z and their grandparents while driving trial of the new Grandma McFlurry through groundbreaking technology and authentic storytelling.

Marketing agency Digital Voices explores the current landscape of influencer marketing and shares strategies to guide the successful use of the tactic — strategies that leverage a value-over-volume mindset, deliberate community-targeting, and the latest technology.

The ANA shares the results of a global survey of small- and medium-sized businesses to illuminate how these firms are using artificial intelligence in their search marketing efforts (e.g., for ranking and attracting organic traffic), as well as how effective they feel these efforts have been.

Below are case studies and campaigns that successfully utilized AI.

As concerns over data security and consumer privacy continue to grow, marketers are confronted with a unique challenge: how to engage audiences effectively while respecting their privacy and remaining in compliance with regulatory legislation across geographies.

The digital advertising landscape in 2024 is poised for significant evolution, shaped by technological advancements, shifting consumer behaviors, and emerging regulatory trends. As we look toward the coming year, these are the trends that are set to redefine the industry.

Experimenting with generative AI should be controlled and guided by clear and transparent policies, which are sorely lacking. Only 22 percent of companies have generative AI policies, and only 21 percent have an AI ethics policy or responsible AI principles, according to a recent survey.

As they build their generative AI strategy, B2B marketers should be aware that the benefits of AI are often contingent on having clean data.

Speakers from Meta discussed the concept of provenance in generative AI, examining existing and emerging solutions for identifying AI-generated content.

As generative AI becomes a more integral aspect of brand marketing, the onus grows on brand managers to reduce and/or eliminate AI bias. Tech giants are quickly filling the void and building their own AI bias safeguards. However, the onus on combating AI bias ultimately falls on individual brands, which need human oversight to ensure the algorithms don't go rogue and the company doesn't end up in a reputational hole.

In this video, Greg Verdino — the founder of marketing AI consultancy CognitivePath and a professional futurist who has been forecasting AI's impact on marketing for nearly a decade — shared his take on the top AI trends every marketer needs to know to thrive in 2024 (and beyond).