How can AI be leveraged in community engagement? | Analysis ...
At IAB's recent event in Hong Kong, panellists from Meta, Netflix, 9Gag, and Xiaohongshu gathered to discuss the various ways AI can be used to connect with communities.
Impact AI—The New Marketing Paradigm
At IAB’s recent C24 event in Hong Kong, marketing professionals explored the theme 'Impact AI—The New Marketing Paradigm' and shared insights on the real impact of AI-generated content on their work.
Building Customer Loyalty Through AI
In a content marketing panel focused on building customer loyalty and growing business through community engagement, moderated by Charlene Ree, CEO and founder of EternityX, panellists discussed the advantages and disadvantages of utilizing AI in these processes.
Karen Cheng, head of social at 9Gag, highlighted the importance of understanding how AI performs in content creation. She emphasized that while AI can facilitate quick content creation, it does not guarantee better engagement or conversion rates, as human creativity remains essential for impactful content.
On the other hand, Cheng acknowledged the efficiency that AI brings to her team by expediting content creation processes. She mentioned that AI enables them to produce content rapidly, although it may not always translate to improved performance outcomes.
Frank Luk, creative strategist at Meta, Greater China, compared AI to a modern Photoshop tool that enhances creative and content work. While AI may automate certain creative tasks in the future, Luk believes that true creativity originates from human ingenuity.
Enhanced Efficiency and Scale
Joann Ngai, head of marketing partnerships for SEA and Greater China at Netflix, pointed out how AI has enhanced consumer recommendations and post-production work, leading to improved efficiency and scalability in operations.
Qianyue, head of global business solution at Xiaohongshu, emphasized the role of AI in enhancing efficiency but stressed that it cannot replace the human element in connecting businesses and people. She underscored the importance of quality content, targeted audience engagement, and word-of-mouth marketing for successful community engagement.
Key Strategies for Community Building
Luk from Meta highlighted the significance of brands understanding and addressing the concerns, values, and culture of their users in addition to promoting products. He emphasized leveraging AI to connect with culture and create relevant content efficiently.
Cheng from 9Gag emphasized the importance of identifying core fans and tailoring marketing strategies to resonate with them in the context of community building.
Ngai elaborated on Netflix's strategy of placing fandom at the core of its content marketing efforts, focusing on both large and niche fan communities while ensuring local cultural relevance in their content selection.
Furthermore, Xiaohongshu's data insights revealed behavior patterns among users, enabling brands to enhance community engagement through personalized content and targeted marketing strategies.
Overall, AI plays a crucial role in community engagement by enabling brands to enhance efficiency, scale operations, and connect with their audiences more effectively.
