The Artificial Intelligence Revolution in Marketing and Communication: More Than Just a Trend - Asset Display Page

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By Jorge Lukowski


November 15, 2023

In a constantly evolving business world, adapting to new technologies is essential for companies to achieve success. We are facing a new digital era in which Artificial Intelligence (AI) has become a key element in redefining the way companies approach their marketing and communication strategies, moving from a mere resource to become a fundamental ally in the automation and efficiency of business processes. What’s more, AI has also become a tool that strengthens communication and relationships with customers.

In recent years, this technology has seen impressive growth, creating a wide range of opportunities that we are only beginning to discover. Among them is that by automating tasks that consume employee time, AI has been shown to improve business productivity between 25 and 40%. According to data from Spain’s National Observatory of Technology and Society (Observatorio Nacional de Tecnología y Sociedad / ONTSI), the Information and Communications sector leads in the integration of AI into its work processes, surpassing even Information and Communication Technologies (ICT). This shows that AI is significantly much than just a trend; indeed, it is a revolution transforming the way companies operate.

Viewed through the perspective of marketing and digital communication, AI has had a significant impact on the sector, allowing processes to be automated and strategies to be designed through the use of data. An example of this is the NEOS Campaign, the first global communication campaign developed entirely with Artificial Intelligence, and through which talents are turned into brand ambassadors.

The results obtained by the campaign are impressive and speak for themselves. By using AI, a 75% increase in productivity was achieved and more than one million views were generated in the first 72 hours, ultimately reaching 3.5 million views in the first quarter. Additionally, there was a 200% increase in the receipt of high-quality resumes, while costs were reduced by more than 160%. The agility and productivity of this campaign increased significantly through the use of AI, allowing what previously required three weeks to be completed in three days. These achievements are clear evidence of how AI can revolutionize the way we work and connect with each other.

AI acts as a valuable “co-pilot” for marketers, offering tools to expand our human capabilities and automate tasks that previously required immense time and effort. Importantly, the adoption of AI is not intended to replace professionals, but rather to empower them to focus on higher-value strategies and tasks that make the most of their skills and knowledge. In addition to offering us increased efficiency and productivity, this technology also has the potential to improve the customer experience. Through AI, companies can better understand their audience and deliver highly personalized content and communication.

However, it is important to highlight that the successful implementation of AI in marketing and communication is not without inherent challenges. For example, the adoption of this constantly evolving technology involves an investment in training and resources. Moreover, there is also the need to address ethical issues related to privacy and the responsible use of data, requiring that companies prioritize respecting and protecting people in all interactions. AI, as with any technology, must be an ally to improve people's lives and business operations.

AI is much more than a trend. The new technology is radically transforming marketing and communication strategies, marking a fundamental change in the way we do business and communicate. It is important to maintain our commitment to continue innovating and using AI to improve business efficiency and communication, while simultaneously holding onto the values and ethics that have always served as fundamental pillars for us. As the AI revolution continues, we must always be ready to lead the way towards a smarter and more efficient future in the world of marketing and communication.

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