Marketers uncover AI’s power to craft personalized enjoyable ads at CES 2024
Industry leaders at CES 2024 champion an imminent future where AI can help brands create seamlessly integrated ads that enhance the daily lives of consumers and forge meaningful connections with them.
Michael Kassan and other panelists at CES 2024 / Credit: Audrey Kemp
In a world without cookies, where digital landscapes demand personalization, marketers are turning to the incredible potential of artificial intelligence.
At the Consumer Electronics Show (CES) 2024, industry luminaries explored how machine learning, including generative AI and large language models (LLMs), is poised to redefine the relationship between brands and consumers.
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The consensus among marketers is that AI will revolutionize the creation of digital and programmatic advertisements, weaving an intricate tapestry of highly personalized and seamlessly integrated content. The objective is not to interrupt consumers’ daily activities, such as watching TV or online shopping, but to enrich and elevate these experiences, fostering surprise and delight.
During a panel session, Michael Kassan, chief executive of MediaLink, a marketing and media advisory company, emphasized the pursuit of serendipity in marketing. “Reaching the right consumer at the right time, at the right place, with the right message, is certainly the holy grail for brands,” he said.
Matt Sweeney, chief investment officer of GroupM, a media investment company, echoed the sentiment, underscoring the importance of crafting ads that resonate with the audience. “Technology and automation have to happen across all marketing; what we’re aiming for is simplicity [and] making advertising work well for consumers,” Sweeney remarked. “We’re oversaturated with messages, and so many of them are not meaningful.”
While marketers discussed visions of AI’s future impact in advertising, one brand has already embraced and implemented these innovations: Instacart, the popular grocery delivery app.
In an exclusive interview with The Drum, Ali Miller, vice-president of product management, ads at Instacart, shared insights into the platform’s pioneering approach.
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“We’ve been investing in creating a highly helpful experience coming from sponsored products and from advertisements that brands can place on our platform,” she said. “A great example of this is something we call ‘contextual recommendations.’ As you’re shopping, looking at item details and checking out, we can provide, based on large language models, AI-powered recommendations that can anticipate what might be helpful to add to your cart next, like rounding out a recipe.”
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