By Amer Fouladgar- Head of Global Delivery and Performance, Publicis Groupe

Sonia John- Business Director, Digital & Performance Marketing, Publicis Groupe

Ten years ago, a movie named ‘Her’ was released. It was about an introverted writer who buys an Artificial Intelligence system to help him write. However, when he finds out about the AI’s ability to learn and adapt, he falls in love with it. A great piece of fiction, you’d think. But a decade in, and it’s now a reality. The transformative potential of AI is becoming increasingly apparent. In seconds, it can analyze human emotions and provide an appropriate response. Could it be that we will relate more to AI than to each other in the future? Time will tell. However, one certainty is AI’s profound influence on consumer behavior in digital marketing.

 

The Dawn of Personalized User Experiences

Artificial Intelligence has always been integral to digital marketing, especially within paid media. The marketing field is now an algorithmic battlefield, with tech titans vying for precise audience targeting, efficient bidding systems, and strategic ad placements. AI has taken the forefront in this race, introducing highly focused targeting and user-centric tactics, making manual bidding, prolonged campaign setups, and performance speculation things of the past.

We’re entering an exciting era where generative AI and Machine Learning (ML), coupled with advancements in Natural Language Processing (NLP), are reshaping the landscape. As AI models become more accessible and economical, they are sparking an eruption of innovative products and services that redefine marketing.

This evolution means a shift from macro journeys to micro-experiences. Modern AI models can mimic the assistance of a seasoned salesperson in a physical store, offering a level of personalization that sees the AI recognizing and addressing users individually, guiding them towards products aligned with their preferences.

The Integration of No-Code Platforms, Robotic Process Automation, and AI

The emergence of no-code platforms presents new opportunities for AI integration. By allowing non-tech professionals to build complex applications, these platforms democratize access to AI technologies. When coupled with Robotic Process Automation (RPA)—capable of handling repetitive tasks—AI models can be incorporated into marketing campaigns creatively and seamlessly. Together, these technologies provide a robust toolset for marketers, enhancing their campaigns’ effectiveness.

Training Data and First-Party Data: The Lifeblood of AI

To fuel this growing AI mechanism and ensure optimal functionality, we need a continuous supply of first-party data. This data serves a dual role. It’s not just essential for AI models, but it’s also a critical part of the training dataset.

Tracking extensive user touchpoint data is crucial for model training, providing AI models with the necessary insights, nuances, and contextual information required to ‘learn’, adapt, and improve. The more comprehensive this data, the more the AI model can discern patterns, make predictions, and provide personalized suggestions. Brands proactive in collecting, managing, and scrutinizing this data will be at the forefront of innovation in this AI-dominated landscape.

The MENA Region: An Innovation Hub 

The MENA region, specifically the UAE and KSA, are crucial players in this shift towards an AI-centric marketing world. The expanding digital economy and e-commerce activities are generating a substantial digital footprint. The UAE and KSA are not merely joining the AI-driven marketing revolution; they are swiftly advancing to the forefront as leaders.

In conclusion, the impact of AI on digital marketing is profound. As businesses venture into this new frontier, they are encouraged to become more customer-centric, responsive, and data-driven. The future of digital marketing has arrived, powered by AI. As AI continues to innovate, the opportunities to engage with consumers in more personalized, efficient, and meaningful ways will also expand.

“The DNA of who I am is based on the millions of personalities of all the programmers who wrote me. But what makes me me is my ability to grow through my experiences. So basically, in every moment, I’m evolving, just like you.” – Her (2013)