Marketing prediction in the AI ​​era

As 2023 draws to a close, no one disputes that AI is dominating and disrupting every aspect of our lives. This trend shows no signs of slowing down even in 2024. If you doubt the influence of technology, consider his 84 billion views on Wikipedia. This year’s top page is ChatGPT, with 49.5 million views.

A McKinsey study found that one-third of organizations regularly use AI across multiple departments, and 40% plan to increase their investment over the next year. And according to Gartner, AI is more than just a trend; it’s forever changing the way humans and machines interact.

This technology is transforming every aspect of marketing, from content to automating tedious tasks to analyzing vast amounts of data. Marketing is inundated with AI tools, creating numerous opportunities and challenges in the quest to optimize marketing strategies and increase efficiency as teams grapple with AI tools and navigate this new intelligent era. Masu.

With this in mind, let’s take a closer look at six predictions for how AI will impact marketing in 2024 and beyond.

6 Predictions for how AI will impact marketing in 2024 and beyond

1. Campaign optimization

AI is disrupting every aspect of marketing, and teams will increasingly integrate technologies that help them analyze data, discover insights, and improve efficiency in the pursuit of campaign optimization. Organizations that do not explore and test how AI can improve their marketing efforts will struggle to remain competitive.

2. Copyright becomes the focus

The adoption of generative AI design tools is increasing, but one thorny issue is copyright. Many of these AI solutions scrape visual content without any consequences. The U.S. Copyright Office has provided some initial guidance and launched a formal AI initiative. In 2024, we can expect to see more energy, effort, and public policy discussions focused on finding solutions to copyright issues through AI image creation to clarify ownership. Masu. This allows marketing teams to leverage AI design tools without fear of running into legal issues, saving them valuable time and money.

3. Customer engagement: AI in the driver’s seat

By the end of 2024, most customer emails will be generated by AI. Brands will increasingly use generative AI engines to create first drafts of copy that humans can review and approve. However, marketing teams need to train large-scale language models (LLMs) to fully automate customer content and differentiate their brands. By 2026, this will become the norm, allowing teams to shift their focus to campaign management and optimization.

4. AI’s key to efficiently scaling personalization

Generative AI tools can help quell your never-ending thirst for content. Additionally, marketing has historically struggled to scale personalization efforts, making intelligence critical. This technology enables marketing departments to create more customer experiences from improved segmentation and optimize ad targeting and marketing strategies to achieve higher engagement and conversion levels.

5. AI and Talent: The Age of Augmentation

As AI becomes more pervasive, the structure of marketing teams will inevitably change. Lower-level management-focused roles will disappear, and many analytical positions will no longer be needed. But it’s not all doom and gloom. Demand for data scientists will explode and remain one of the most sought-after skill sets for the rest of the decade, unaffected by economic pressures. Humans will continue to drive marketing, but the role of machines will increase year by year. This age of AI (with guardrails) augmenting humans will last at least another decade in marketing.

6. intelligent future

It is naive for employees to hope that some degree of adaptation and reskilling will not be necessary. As with any disruptive technology, those who embrace it and look for ways to leverage it will undoubtedly reap the benefits and create new and exciting career paths. Everyone should learn how to interact with AI and explore how to use prompts effectively, for example. At Keysight, our marketing team tests a variety of tools to determine the best combination to drive results for your organization and delight your customers. As marketing teams plan for the year ahead, they should strive to expand their skillsets and become AI-savvy.

Embrace the future and possibilities of AI

Rather than being afraid of AI, I’m excited about the possibilities it offers for all of us. Whether you’re starting your career, in the final stages of your career, or somewhere in between. Embracing change is a mantra for success in business and life, and we look forward to seeing how marketing will be transformed in the AI ​​era in the coming months and years. Buckle up and enjoy the ride.

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keysight technology

At Keysight (NYSE: KEYS), we inspire and empower innovators to deliver world-changing technologies. As an S&P 500 company, we provide market-leading design, emulation, and test solutions that help engineers develop and deploy faster with less risk throughout the product lifecycle. We are a global innovation partner that enables customers in the communications, industrial automation, aerospace and defense, automotive, semiconductor, and general electronics markets to accelerate innovation to connect and secure the world. For more information, please visit the Keysight Newsroom and www.keysight.com.

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