Artificial Intelligence is not a thing of the future, it is already a reality in our daily lives. It is already part of some sectors that have been able to see AI as a working tool that helps to streamline processes and make safer decisions. This is the example of sectors such as ours, marketing and advertising, which has significantly revolutionised the way we work.
Although the more doom-and-gloom view of AI sees it as a danger to certain jobs, the reality is that its greatest value lies in complementing and enhancing human capabilities. Strategic skills, creativity and empathy are still essential, but now they have a technological ally that streamlines processes and amplifies results.
What is the use of AI in the sector?
Greater personalisation. One of the biggest advantages of AI is its ability to analyse large volumes of data and extract patterns. Thanks to this, brands can create hyper-personalised campaigns, adapting messages and content according to the behaviour, preferences and history of each user. Tools such as recommendation engines (e.g. in e-commerce or streaming platforms) are a clear example of this capability.
Content creation. Generative AI tools are changing the way we create text, images, videos and even music for advertising campaigns. From the comfort of our computers, we can create all kinds of new and original content that saves us time on hours of filming and shooting.
Predictions and opportunities. AI can also anticipate trends, identify market opportunities and forecast consumer behaviour. Thanks to predictive analytics, marketers can make decisions based on real data, not guesswork, and adjust their strategies before it is too late.
Smarter programmatic advertising. Programmatic ad buying has evolved thanks to machine learning. Today, algorithms can decide in milliseconds which ad to show to which user at which time, optimising performance in real time. This not only improves the efficiency of ad spend, but also enables more relevant and effective campaigns.
Increased interaction. AI is also creating new ways to connect with audiences: voice assistants, immersive experiences, augmented reality and digital avatars that interact with consumers in real time. This opens up a new universe of more interactive and emotional advertising formats.
What use do professionals make of it?
In addition to the professional implications of AI, streamlining day-to-day work, it also helps in managing the less technical aspects:
- Improving brainstorming. Bringing new ideas and perspectives to the approach of a new campaign helps us to improve our creativity and opens our minds to new possibilities that can be more interesting.
- Reduction and optimisation of working time. Another major area in which workers are implementing AI is in the management of their working time. The use of artificial intelligence for writing texts, making presentations or creating images means a considerable reduction in time, which increases the percentage of hours dedicated to other work such as analysis or research.
- Summary of meetings. Another of the aspects in which Artificial Intelligence represents a great advance is in the management of meetings. There are already many platforms that offer the possibility of generating a written summary of a meeting, which facilitates the management of the information discussed at the meeting.
It is clear that Artificial Intelligence is here to stay and that its use is increasingly widespread among all agencies and companies in our sector. This does not mean that its implementation will supplant the profile of a worker, but rather that we should embrace it as an opportunity to improve and optimise our daily work.