MIT Technology Review reposted this
“Is AI going to be good or bad for marketing? I get asked this question all the time, but I think it is the wrong question. AI is a technology and its application, and therefore its impact, is entirely dependent on who uses it, to do what, for what gain.” Speaking at MIT Technology Review’s flagship Emtech conference this week, our Head of Emerging Tech Rebecca Sykes 💫 explained how AI-driven marketing holds the potential to redefine how we create awareness, deepen desire and elicit action, as she explored the impact of AI on the frontiers of marketing. Bekki was joined on stage for a Q&A by the equally brilliant Niall Firth, Executive Editor of MIT Technology Review, who introduced her session by saying, “be prepared to have your mind blown” 🤯 . Top takes: 💥 On average, the combination of AI and human workforce has a 2x improvement on a brand’s advertising effectiveness. 💥 Divergence is what every brand needs, convergence is death! 💥 Brands have a new audience to market to: the AI foundation models themselves. These models have an opinion now as most foundation models are connected to the internet. They are the biggest consumers of content. 💥 Our Share of Model ™ Platform can track how the AI models perceive your brand. It helps marketers reverse engineer marketing approaches based on the AI model’s feedback. 💥 Brands with strong brand values and purpose can benefit most from AI-driven marketing and should be grabbing AI with both hands because it can have an immediate and dramatic impact. 💥 Know your brand well enough that it can be codified by a machine. In order for AI to enhance your brand's marketing, you must understand who you are as a brand. You must know what you stand for, what makes you different in the market, how you look, how you sound, why people love you and what they expect from you. 💥 If you are not clear on what your brand values are, you must do some work before AI is going to be a truly positive force within your organization. #EmTechMIT #GenAI #Brandtech #AIpowered #FutureofAI