We’ve all heard that AI is the Big Bad Wolf. But is it really that bad, or just misunderstood? In this new wave of AI and data-driven technologies, it’s no longer limited to clunky chat bots, but now extends to media advertising. As we prepare to move into 2025, the future of media advertising is shaping up to be more personalised, efficient, effective and, not surprisingly, largely driven by AI.
AI’s rise in marketing
In 2024, 75% of marketers are experimenting with or fully implementing AI into their marketing strategies, up from 68% in 2022 who were only dabbling in AI.
Marketing teams are using AI to:
- Automate customer interactions
- Generate content
- Analyse performance
- Automate data integration
- Drive best offers in real time
Already, generative AI (Chat GPT, Google Gemini, etc) ranks among marketers’ favourites as they lean in on AI to all of the above with fewer resources.
Machine Learning: Predicting consumer behaviour
AI-powered Machine Learning (ML) algorithms are changing the way we understand and engage with consumers. By analysing massive datasets, these algorithms can predict consumer behaviour, preferences, and intent with remarkable accuracy. It sounds scary but it’s seriously helpful for us as advertisers.
And as marketers, our job is to deliver personalised ads that strike a chord with our target audience, and AI allows us to do our jobs better, much, much better. Sounds like a good deal, right? It is!
Predictive analytics: Tailoring ad experiences
Predictive analytics is a subset of Machine Learning that leverages historical data to predict future outcomes. In terms of advertising, predictive analytics can be used to personalise ad experiences based on individual preferences and behaviours.
This means consumers are served ads more relevant and valuable to them while allowing marketers to be ultra tactical with their ad campaigns, ensuring no dollar is wasted.
Ethical considerations: Data privacy and transparency
As AI and data-driven advertising become more common, it’s important to remember the ethical concerns related to data privacy and transparency. Marketers, especially at the executive (board) level, have serious concerns about embracing the technology while making sure they’re protecting both their brand’s and their clients’ data integrity.
In fact, 41% of CMOs admit data exposure is a top concern. Marketers must make sure when they collect and use consumer data, they do so responsibly, ethically and safely. Being transparent about data collection and how it’s used is essential to building trust with consumers.
AI is a powerful tool that supercharges marketing campaigns, but a lot of folks in the marketing industry have concerns about the scary consequences of data exposure or leakage.
But here’s the conundrum: AI requires large amounts of data sets to learn, generate content and create interactive experiences. So, if we don’t continue to provide AI with updated information, how can we expect to make the most of this amazing tool?
As AI continues to evolve, we need to make sure we’re following ethical and cyber security best practices to keep sensitive customer information safe.
A promising future, but a mixed bag
The future of media advertising is bright, especially with AI and data-driven technologies at the forefront. And by using machine learning and predictive analytics, marketers can create highly personalised and effective ad campaigns. But we’ve got to make sure we prioritise data privacy and transparency to build trust with consumers while maintaining ethical practices as we do so.
