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Vincent Tutay

The AI wave: Riding the top 7 AI marketing trends in 2024

Artificial Intelligence (AI) isn’t confined to just Star Wars and Ridley Scott films anymore – it’s the secret sauce behind creating killer content and revolutionising our marketing tech game in 2024. Ask anyone about AI and they’re sure to cite Chat GPT or Midjourney, but this is just barely scratching the surface. Imagine this: AI not only helps us whip up eye-catching content, catchy audio, and even virtual influencers at the snap of our fingers but also transforms how we leverage marketing technology to reach audiences in fresh, innovative ways. So, grab your favourite bubble tea, settle into your bean bag chair, and let’s explore the top 7 AI trends shaping the marketing landscape this year.

Trend #1 Ad targeting – Customised customer experiences

AI-powered personalisation is not just a buzzword anymore – it’s a game-changer. By leveraging algorithms to analyse customer data and behavior, we can create hyper-personalised experiences that speak directly to individual preferences and interests. From tailored product recommendations to customised ad messaging, AI is helping us connect with the right consumers at the right time. According to a report by Salesforce, 84% of customers say being treated like a person, not another sale, is very important to winning their business.

This also means that the bar for a successful ad (or campaign) is higher. Marketers should harness the power of AI ad targeting and track ad performance. Consider A/B or multi-variate testing to test messaging in order to get even more optimised results.

Trend #2 Marketing automation

Marketing automation is more powerful than ever now with advanced algorithms lending its strength. From automated email sends to programmatic advertising, the evolution of AI and its effect on current industry tools gives marketers the ability to run more micro campaigns. For consumers this means there will be a higher likelihood of expecting more timely relevant campaigns. And even hyper-personalised content.

Smaller campaigns powered by marketing automation could allow brands to target more specific customer pain points. And targetted at the right time, and at the right audiences to boot! More importantly, with a trusty marketing R2D2 (AI) at your side, marketers can focus their efforts into other higher level campaigns. Like bringing balance to the force, heh.

Trend #3 AI powered Augmented Reality (AR) experiences

Remember when Pokémon GO took the world by storm? Well, AR is back and better than ever – and AI is at the heart of creating immersive AR experiences that captivate audiences. By leveraging advanced algorithms to track movement, recognize objects, and overlay digital content in real-time, we can create interactive and engaging AR campaigns that blur the line between the physical and digital worlds. With AR becoming increasingly mainstream, brands that harness this technology with AI-driven precision are set to stand out in 2024.

Trend #4 Conversational AI

Not to be confused with chatbots, conversational AI essentially are ‘roided up chatbots. While chatbots follow a conversational tree with pre-determined rules, conversational AI adapts and evolves. This allows for more human-like, personalised and engaging interactions. In 2024, the global conversational market size is expected to reach more than 16 billion USD – underscoring the growing impact it has on businesses worldwide.

Big brands such as Nordstrom and Sephora, have employed conversational AI to great effect. For example, Sephora uses notification bots to alert the availability of out-of stock products and another shade-matching bot to recommend the best lipstick colours. In essence, use cases of conversational AI is endless. It offers higher customer engagement, always-on support and greater personalisation. Which marketer wouldn’t want that?

Trend #5 Predictive analysis

Predicting the future? Yes, please! With the power of AI-driven predictive analytics, we can forecast trends, consumer behavior, and campaign performance with unprecedented accuracy. By analyzing vast amounts of data in real-time, AI algorithms can identify patterns and insights that inform our decision-making process. From predicting which ad creatives will perform best to forecasting market trends, predictive analytics is a game-changer for staying one step ahead in the fast-paced world of advertising.

While this technology isn’t new, with new algorithms supercharging it, expect more accurate predictions, better recommendations and more. AI rejectionists may then decry, “Machines are stealing our jobs!”. But with these tools available in the market now, marketers should rethink their role from someone who has all the answers, to one that asks all the right questions.

Trend #6 Voice based shopping and voice search optimisation

Hey Alexa, hey Google – voice search is here to stay, and AI is at the forefront of optimising campaigns for this growing trend. By harnessing natural language processing and voice recognition technology, we can ensure that our ads are voice search-friendly and optimised for voice-activated devices. In the US alone in 2022, 27% of consumers use voice based search to make payments. This is on top of consumers using voice to answer questions. That statistic is likely to go higher in 2024.

With more and more consumers turning to voice search for quick answers and information, this trend is a must for staying relevant in 2024. For marketers, AI makes voice search more refined. This means creating voice optimised content is even more important in 2024 and beyond.

Trend #7 Ethical AI use

Last but certainly not least, ethical AI use is a trend that’s gaining momentum in 2024. As AI becomes more integrated into our advertising strategies, it’s crucial to prioritise ethical considerations and ensure that our AI-powered campaigns are respectful, transparent, and inclusive. From data privacy concerns to algorithmic bias, addressing ethical issues head-on is essential for building trust with consumers and fostering a positive brand image. By embracing ethical practices, we can harness the full potential of AI while staying true to our values as responsible marketers.

As algorithms get more advanced and the world gets more and more comfortable with it, the future of marketing is AI-powered. These trends are shaping the way marketers and brands, connect with consumers. It affects how we craft campaigns and create compelling content. More importantly, it allows us to make more data-driven insights and drive results. Marketers and the industry should also do well to remember that while AI is an undeniably powerful tool, it is just simply a tool. Striking the balance between algorithm and the human touch should always be the way to go. After all, the best connections brands can make with its audiences are human ones.