Takeaways from Ad World, Part 1: The Meteoric Rise of AI

It comes as no surprise that AI was at the top of everybody’s minds at Ad World. The recent explosion of AI marketing tools is a testament to how much this technology will impact the way marketers and advertisers do business. The work AI can do is incredibly fast and often very accurate, making it an incredibly powerful tool for marketers looking for a leg up in this increasingly-competitive and ever-evolving digital age.

But while AI can be a huge boon for marketing and advertising professionals, it’s important to remember that it’s not just a single tool or technology. AI is something that has been with us for decades, and will continue to evolve as we adapt to it and make it a part of our everyday lives. As Seth Godin, well known marketing visionary and founder, put it in his keynote session: “[AI is] going to be persistent, the same way we went from using our phones four minutes a day to four hours a day.”

That persistence, and AI’s initial success at completing tasks like copywriting and creating business plans, is inevitably going to feel a little threatening to the way we operate and do business today. Will AI be able to replace copywriters? What about website creators? Or even marketing strategists? To some extent, the answer is yes - with one big caveat. AI will eventually be able to replace mediocre versions of almost any job - but the truly exceptional creators, marketers, and strategists will become in even higher demand.

The key here is that AI will become a companion for these creators and strategists, providing them efficiency like never before. The smartest marketers will embrace AI as a tool to maximize their efficiencies without sacrificing their creative control that is uniquely human.

I’ve talked a lot in my previous blogs about the importance of authenticity. That was another big topic for Ad World - keep an eye out for Part 2 👀 - and it’s relevant here as well. Brands and creators that are truly authentic, and have a true brand purpose to the work they do, will never be at risk from AI. In fact, AI can be an incredibly powerful tool for brands to stay true to their vision and values, while still leveraging its technological capabilities to execute highly effective campaigns. As Alex Cattoni, the founder of Copy Posse, said crucially in her session: “AI is not a shortcut to building a brand people trust.”

Finally, it is important to remember that AI is a transformational tool and therefore requires a transformation in strategy. Marketers should view AI as an opportunity to rethink their entire approach – from creative strategies to data analysis and more – instead of just using it as another way to do the same thing they’ve always done. By thinking critically about how AI can be used in new ways, marketers can harness its full potential and gain an edge over their competitors.