AI in Advertising and Marketing

The most important ingredient in AI is humans - Robert Wong, Google.

2024 is an inflexion point. AI is developing at an incredible pace, and anyone with their wits about them is seizing this moment.

For employees in many jobs today, our core role will remain the same, however the way we do it will change. AI is an efficiency multiplier of the likes we have not seen since the advent of the PC.

Many people are understandably scared of AI, but we’ve all been using it every day, often without even thinking about it, for example, the prompts while typing a text message.

AI is getting smarter and more powerful every day, as we’ve seen with the release of Sora more recently (See below) or even version 3 of Stable Diffusion.

Creativity is at the heart of marketing, and AI can be used as a great amplifier, especially in production.

In the past, only large organisations could really afford high-quality production at scale; however, with AI, businesses have a huge levelling tool that allows them to create at a scale and quality never dreamt possible before.

So what does this mean for companies in the industry already?

Well one of the main things to get right will be training your people to take advantage of these tools better than anyone else!

As you would have heard before, if you put garbage into AI expect to get garbage out, so the trick will be using the incredible craft skills of your people to make sure that what you produce with AI is anything but garbage.

Businesses need to consider the job of training their staff as a profit growth centre instead of a cost centre.

It will become increasingly important to create a culture of experimentation, to stay agile, and to build confidence and capalitly in this rapidly developing AI world.

Some current business models will become redundant. But it is important to see it as a world of possibility rather than a world of problems.

If you’re older, you’re probably worried about losing your job, but younger people are thinking about what jobs they can create; they are naturally entrepreneurial and curious and we will all have to grow these skills to thrive.

So the questions we need to ask are, how do we educate ourselves? how do we upskill our workforce? and how do we take advantage of this moment in time?

Now anyone can be a creator, which is quite an empowering thought.

We all need to master how to make this work for us. AI on its own is pretty dumb, but when we work together with AI, we can all make our dreams a reality.

With this in mind, we’re already putting together our new AI for Business course; you can sign up for it here.