(Artificially) Intelligent Brands & Brands & Advertising

(Artificially) Intelligent Brands. In 2023, AI is set to become the biggest focus area for brands. With the democratization of AI, brands will not only integrate the technology into their own processes, but brands will be able to put AI-powered functionalities into the hands of consumers and allow them to create without limits.

This trend originates from the report:

OGILVY - Social Media Trends 2023

(Artificially) Intelligent Brands. Brands will become artificially intelligent. WARC’s annual survey reports that AI is the biggest focus area for brands ahead of live video, the metaverse or connected TV.

This is because it fits perfectly in the slipstream of creator and participatory culture reflecting TikTok’s success. We’re not just looking at machine learning and optimizing algorithms but at the ongoing democratization of AI which means putting AI-powered functionalities in the hands of the consumer and allowing them to create without limits. 2023 will see dozens of AI image generators pop up (think DALL-E, Stable Diffusion), as well as search- command language modeling like the widely hyped ChatGPT.

The technology is not new in the industry for driving performance, delivering media efficiencies, and improving customer experiences, but 2023 could be a breakthrough year for wider (and smarter) usage of AI by brands. Ad agencies certainly will be leaning more on AI for creative output, deeper measurement, and translation of ideas. In particular we’re destined to see a bigger uptake of generative AI, which embodies the rebuilding of content out of existing pieces such as video, audio and images.

Big CPG brands have done marketing pushes leveraging AI-powered image generators either using this internally or making it available to fans. Tools like these can help optimize search results and increase accuracy in editing. Over time, image generation could replace the stock photo market and equip creators beyond what’s within immediate reach.