By Ramesh Natarajan
Artificial intelligence (AI) is the reality that we live with today. Any professional who aims to deliver superior quality cannot ignore the value that AI provides, especially marketers. The future of performance marketing lies in the collaboration between humans and AI. In the course of our work, we regularly witness the vast array of benefits that AI provides to support marketers through various stages of the performance marketing lifecycle.
Personalised creative development at scale: Creatives are only effective when they are relatable. A creative featuring Caucasians in a campaign geared towards Asian markets will never be as effective as one featuring Asians. To run effective campaigns at scale, personalisation is the key. AI image generators create customised visuals at scale, making campaigns more relatable.
Content customisation: Just like how you develop personalised creatives, you can customise textual content too. Tools like Chat GPT offer immense scope for customisation. Say, if you were to run an email campaign, you could personalise its length, tone, efficacy and subject, and even the audience you wish to target. If a human can think of it, AI will generate it. There’s no excuse like writer’s block in today’s AI-driven world.
Rapid digital campaign: Consider Google and LinkedIn, the two biggest digital advertising platforms used by almost 90% of marketers. In the pre-AI era, human involvement would be needed at each step, including deciding on copy, creative, and daily spends to create a campaign from scratch. Now, however, AI-led Google’s platform enables even novice ad campaign managers to create nuanced campaigns quickly. Just feed your campaign landing page to the Ads platform, and Google takes care of everything else! It provides the right keywords, headlines, descriptions, and images appropriate to the landing page and continues to further optimise each of these based on performance and budgets.
Improved audience understanding and reporting: We see numerous scenarios where AI works wonders in real-time reporting analysis. GenAI-based applications can help you connect your marketing data and bring up results like any search engine would. You can ask a vast array of questions, ranging from simple ones such as “On which channel did we spend the most last week?” to more complex ones such as “Which region has yielded the best SQL ROI in the previous quarter?” What would have taken a longer time, and the involvement of someone from marketing operations, is now at your fingertips.
Even as AI automates tasks, human oversight remains crucial. Humans bring creativity, strategy, and the ability to interpret results to the table. Together, humans and AI can craft impactful campaigns, optimise them in real-time, and reduce wasted spending, among several other things. The future is now, and it is limitless. Let’s lean on AI and extract the very best out of human ingenuity.
The author is head of growth marketing, Tiger Analytics