From ‘Wow’ To ‘Now’: The Power Of Generative AI For Marketers

From ‘Wow’ To ‘Now’: The Power Of Generative AI For Marketers

  • 19.03.2025 23:37
  • bandt.com.au
  • Keywords: AI, Generative AI

Generative AI is revolutionizing marketing by enabling hyper-personalization, streamlining workflows, and boosting productivity. Marketers can leverage GAI for tasks like content creation, ad optimization, and campaign ideation, while aligning with company values and enhancing omnichannel strategies to stay ahead in the evolving digital landscape.

Microsoft Products
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Estimated market influence

Microsoft Advertising

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Analyst rating: N/A

Leverages GAI for ad copy generation and visual storytelling.

OMD USA

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Early adopter of AI-powered advertising products, enhancing client outcomes.

S4 Capital

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Analyst rating: N/A

Highlighted by Sir Martin Sorrell in discussing the shift to AI-first marketing.

The Stone Register

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Analyst rating: N/A

Emphasizes authenticity and quality in GAI use.

DEPT

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Analyst rating: N/A

Uses AI for creative ideation and hyper-personalisation, enhancing marketing strategies.

Context

Analysis of Generative AI's Impact on Marketing

Market Trends

  • Shift from hype to practical adoption: Generative AI (GAI) has moved beyond being a tech trend and is now a transformative tool for marketing.
  • Stages of adoption: 2023 was about "wow," 2024 is about "how," and 2025 will be "now." This reflects the progression from curiosity to implementation.

Business Impact

  • Hyper-personalization: GAI enables richer, context-aware conversations by leveraging behavioral insights, purchase patterns, and product preferences.
  • Productivity gains: 85% of marketers using GAI report improved productivity, particularly in content creation, writing, and visual storytelling.
  • Efficiency improvements: GAI tools like Microsoft Advertising's Copilot streamline workflows, reducing the need for manual tasks and speeding up campaign optimization.

Competitive Dynamics

  • Early adopters gain advantage: Companies like OMD USA are leveraging GAI for both efficiency and effectiveness in marketing strategies.
  • Tools and platforms: Ad platforms are embedding GAI-powered tools to enhance ad copy generation, image creation, and campaign optimization.

Strategic Considerations

  • Alignment with company values: Establishing clear principles ensures AI adoption aligns with brand mission and ethical standards.
  • Quality over quantity: Authenticity and substance in content remain critical for building trust and engagement.
  • Asset diversity: Uploading varied assets (images, copy) enhances GAI's ability to deliver tailored, relevant ads.

Long-Term Effects

  • Future of marketing: GAI is expected to drive hyper-personalization at scale, transforming how brands connect with audiences.
  • Workforce evolution: AI tools are augmenting human capabilities, allowing marketers to focus on strategic thinking and creativity.

Regulatory Impacts

  • Ethical AI use: Ensuring responsible deployment of GAI is crucial for maintaining trust and compliance with emerging regulations.

Key Statistics:

  • 90M people expected to rely on GAI search by 2027 (Statista).
  • 85% of marketers report improved productivity using GAI (American Marketing Association).