BlueSky Thinking Summary

Generative AI is turning marketing on its head by offering new avenues to reach customers, boost creativity, and create personalized content.

Jacob Teeny with Kellogg School identifies three key ways in which AI is being integrated into marketing.

First, AI facilitates understanding customer segments through the elaboration of very nuanced personas and enhancing survey design for more actionable insight capture.

The second reason is that AI will enhance creativity by automating more mundane creative tasks, such as the creation of social media content and polishing storyboards, so human creativity is free to take a strategic lead.

Third, AI makes hyper-personalized advertising a reality in messages appealing to the peculiarities of an individual's personality and preferences-but always in harmony with the consistent expression of one's brand identity.

Demonstrating its capabilities time and again, AI, according to Teeny, keeps human judgment in the vital role of assessing ideas and bringing them into practice.

The more developed AI will be, the more it will influence how brands will communicate with their audiences.

Where are you going to apply AI into use to stay relevant in the marketing game?