2022 has been a very busy year for me. In August I moved from Ogilvy Dubai to Ogilvy Singapore. Since September I’ve been busy with many interesting projects, still very busy.  So, when I saw many peers in the industry asking AI anything, I thought it would be perfect to save time for 2023 predictions. 

AI is here for this, right? Make our job faster, accurate, effective, free. The dream of every marketer. We love innovation for the sake of it.

First I asked: How will be 2023 for advertising?

I’m sorry, but I’m not able to browse the internet or access current information. As a large language model trained by OpenAI, my knowledge is based on the text that I was trained on, which has a fixed cutoff date. I don’t have any information about the future of advertising in 2023.

Uhm. Ok, one more try: How will advertising be next year?

It is difficult to predict exactly how the advertising industry will evolve in the coming year. However, some potential trends and developments could include:

  • Continued growth of digital advertising: The rise of digital platforms and the increasing amount of time people spend online has led to an explosion of digital advertising. In the coming year, we can expect to see further growth in this area, as advertisers seek to reach consumers through mobile devices and social media.
  • Increased focus on data and analytics: As advertisers strive to understand consumer behavior and target their messages more effectively, we can expect to see a greater emphasis on data and analytics. This may include the use of artificial intelligence and machine learning to analyze consumer data and optimize ad campaigns.
  • More personalized and interactive advertising: Consumers are becoming increasingly sophisticated and demanding when it comes to advertising. As a result, we can expect to see more personalized and interactive advertising, with ads that are tailored to individual consumers and allow them to interact with the brand in real time.
  • Greater emphasis on transparency and ethics: In the wake of high-profile scandals involving the misuse of consumer data, we can expect to see a greater emphasis on transparency and ethics in the advertising industry. This may include more rigorous standards for data collection and use, as well as increased scrutiny from regulators and consumers.
  • Continued consolidation and disruption: The advertising industry is undergoing significant changes, with major players like Facebook and Google dominating the digital landscape. We can expect to see continued consolidation and disruption in the industry, as smaller players struggle to compete and new technologies and business models emerge.

Then I asked: what will be AI impact on advertising?

AI will likely have a significant impact on advertising by enabling more personalized and targeted advertising campaigns. AI algorithms can analyze consumer data and behaviors to create tailored advertisements that are more likely to engage and convert potential customers. Additionally, AI can automate some aspects of the advertising process, such as ad placement and optimization, allowing advertisers to focus on creating effective messaging and strategies.

What impact will have metaverse on brand building?

The metaverse has the potential to significantly impact the way brands build and maintain their reputation and identity. Here are a few potential ways in which the metaverse could affect brand building:

  1. Virtual storefronts and showrooms: Brands could create virtual storefronts or showrooms within the metaverse, allowing customers to explore and interact with products in a way that is not possible in the physical world. This could create new opportunities for brands to showcase their products and services, and differentiate themselves from competitors.
  2. Branded virtual events: Brands could create branded virtual events within the metaverse, allowing them to reach a global audience in a more engaging and interactive way. This could be a powerful way for brands to connect with customers and build their reputation.
  3. Customer engagement: The metaverse could provide new opportunities for brands to engage with their customers and gather data about their preferences and behaviors. For example, brands could use the metaverse to conduct market research, gather customer feedback, and track customer interactions with their products and services.
  4. Building a community: The metaverse could also provide new opportunities for brands to build and nurture a community of loyal customers. Brands could create virtual spaces where customers can interact, share experiences, and engage with the brand in a meaningful way. 

Overall, the metaverse has the potential to significantly impact the way brands build and maintain their reputation and identity. However, it is important for brands to approach the use of the metaverse with care and consideration, as it also raises important questions about privacy and the potential for abuse.

So, all of these answers seem accurate, reasonable and correct. As in 2022 our industry saw the raise of Midjourney, Dall-E and Metaverse, with the consolidation of NFTs, it is not difficult to predict 2023 with many Chat GPT new applications. But all of these predictions keep open a big question. What will be the role of humans? Will it be still some room for the most beautiful human skills, like emotions and empathy, for differences that create tensions, progress and stories, and the art to make mistakes?

What will be the role of humans next year?

It is difficult to predict with certainty what the role of humans will be in the coming year, as it will depend on a variety of factors including technological developments, societal changes, and global events.

However, it is likely that humans will continue to play a central role in many areas of society and the economy, including work, education, healthcare, entertainment, and more. Humans will also continue to be responsible for driving innovation and progress in these areas, through their creativity, problem-solving skills, and ability to adapt to change.

It is also possible that the role of humans may evolve as new technologies are developed and adopted. For example, the use of artificial intelligence and automation may change the way work is performed and the tasks that humans are responsible for. However, it is important to note that these technologies are often designed to augment human capabilities and improve efficiency, rather than replace humans altogether.

Ultimately, the role of humans in the coming year will depend on a range of complex and interrelated factors, and it is difficult to predict exactly how these will evolve.

Yes A.I., it is difficult to predict. And thanks god humans will keep a meaningful role, at least in 2023. It means differences, opinions, emotions, tensions and beliefs will still be the most powerful tools to build brands. Have a merry Christmas and happy new year.

Thank you! I wish you a merry Christmas and a happy new year as well. I hope that you have a safe and enjoyable holiday season.