AI Briefing: How top brands are saving more time and money with AI integration
With New York Metropolis buzzing about AI during the recent “Tech Week 2024,” professionals from various industries convened to discuss the landscape of AI integration. At a gathering hosted by AI Trailblazers, entrepreneurs shared insights on their AI strategies and the potential impact on advertising.
Mondelez's AI Strategy
Jonathan Halvorson, global svp of consumer experiences at Mondelez, revealed that AI advancements could save the company between $30 million and $40 million in non-working media spend, which will be reinvested in building infrastructure and training AI models. The goal is to increase personalized digital advertising from 50% to 95% by 2025.
Innovative Campaigns
Several brands showcased their use of generative AI in marketing campaigns. For instance, Mondelez created personalized content like birthday songs and Valentine's Day videos using AI. Mars Petcare developed geo-targeted pet adoption ads featuring real dogs, while Mastercard utilized generative AI to support small businesses.
Efficiency Through AI
AI tools have enabled marketers to optimize campaigns efficiently. United Parks & Resorts leveraged AI for copy and creative optimization based on real-time trends. Marisa Thalberg, Chief Marketing Officer at United Parks, emphasized the importance of adapting quickly to emerging trends for effective marketing strategies.
Scaling Creativity
Brands like Mastercard and Diageo have used AI to scale creative assets and enhance product development. Sophie Kelly, svp of global tequila categories at Diageo, highlighted the significance of integrating AI across the business to drive performance.
Challenges and Considerations
Despite the benefits of AI, there are challenges such as data accuracy, bias, and data security. Mars Petcare CMO Jean-Paul Jansen emphasized the need for human oversight, especially in sensitive content areas. Additionally, there is a call for industry standards to ensure brand safety and data privacy.
As brands navigate the AI landscape, transparency in compensation models and adherence to standards for data privacy are crucial. Collaboration among industry stakeholders is essential to establish guidelines that promote ethical AI usage.
Stay tuned for more AI updates and insights from Digiday as the industry continues to evolve.
