2024: GenAI's pivotal moment in the marketing landscape beckons?
Generative AI transforms marketing, but Media Mix Modelling's complexity demands human expertise, as marketers affirm its intricate nature for accurate execution
Sumit Rawat
In the transformative landscape of marketing, Generative AI emerges as a game-changer, revolutionizing personalized creatives, consumer behavior analysis, and real-time data insights throughout 2023.
Businesses eagerly invest in Generative AI, allocating substantial budgets to marketing technology, recognizing its potential for fostering creativity and innovation. Capgemini Research Institute’s report reveals Indian marketers allocate an average of 62% of their MarTech budgets to GenAI tools. Nearly half of the surveyed organizations have dedicated teams for its implementation in marketing and advertising.
While some assess risks and tailor proof of concepts (POCs), uncertainty looms over the future trajectory of this evolving ecosystem.
The role of Chief Marketing Officers (CMOs) becomes pivotal in this landscape. Despite AI advancements, the intricate task of Media Mix Modeling (MMM) remains human-centric, asserting marketers. MMM analyzes marketing impacts on sales, optimizing traditional advertising channels.
Rajiv Dubey, Media Head at Dabur India, highlights AI's strengths in dynamic content creation and real-time analysis but emphasizes AI's infancy in media modeling for predictive scheduling and targeting. He emphasizes the current indispensability of human intelligence.
Shashank Srivastava, Senior Executive Director at Maruti Suzuki, acknowledges AI’s potential for personalized targeting and customer interactions. However, practical applications in MMM remain in developmental stages.
The potential of Generative AI extends beyond marketing efficiencies. Reports suggest it could contribute USD 1.2 to 1.7 trillion to India’s GDP by 2030, primarily benefiting business services, finance, transportation, education, retail, and healthcare.
Despite AI’s promise, a lack of a comprehensive strategy impedes scalable business value delivery. While AI tests and deployments proliferate, readiness remains moderate, with concerns over privacy, AI accuracy, and job displacement.
Amritanshu Nanda, an independent marketing expert, cautions against over-reliance on GenAI due to concerns of hallucination and incompleteness, urging controlled implementation of unsupervised customer touchpoints.
Advertisers grapple with privacy laws, AI result accuracy, and potential job displacement, underscoring the need for a balanced approach toward AI integration within marketing strategies.
