The event offered a deep dive into the current trends and future developments of digital marketing, especially in relation to artificial intelligence.
- AI reduces complexity in the buying process.
In view of the constantly growing amount of information and choices, consumers are finding it increasingly difficult to make informed purchasing decisions. AI can help reduce this complexity through personalized recommendations and more efficient decision-making paths. Especially for search campaigns, the combination of Smart Bidding and Broad Match proves to be an effective solution for efficiently reaching potential target groups and reducing hurdles in the decision-making process. - Generative AI improves the user experience.
The new generation of generative AI technologies has the potential to significantly improve interaction with users. The new systems are able to understand natural language and generate creative responses to input. Particularly exciting in this context is the imminent introduction of image generation within Google Ads for the German market. The additional function of uploading reference images to give the AI a look and feel that is individually tailored to the customer could significantly simplify the user experience on all sides. Ideally, this also leads to a noticeable performance gain. - Brands need to adapt their strategies.
The increasing use of AI is also changing the way brands design their marketing strategies. To stay relevant, companies need to adapt their strategies to AI-based customer experiences. Brands that act transparently and offer relevant products will continue to be successful despite, or perhaps because of, AI-supported purchasing decisions.
As a participant in the discussion round, our tech expert Gunnar Kühl reported on the experiences that we at PIA Media gain in daily practice on projects for our customers and what central changes this means for our daily business.
We are currently in a far-reaching process of how we can make the most of this technological progress to achieve even more progress and growth for our customers – true to the motto: From Hype to Value.
