In recent years, Artificial Intelligence (AI) has profoundly transformed the advertising landscape, redefining how brands interact with their audience and how marketing professionals understand and apply their strategies. By empowering software to make human-like decisions, AI optimizes the analysis of large data sets, enabling more efficient deductions of consumer behavior and a more agile response to market demands.
So, how is Artificial Intelligence shaping the future of advertising?
Recently, AI has empowered brands to create more efficient and impactful advertising campaigns, proving essential for them to stand out in an increasingly competitive market.
"Entire industries will be reoriented around this. Companies distinguish themselves by how they use it", states Bill Gates.
With AI, brands can more precisely tailor their campaigns based on user behaviors and preferences, potentially increasing the likelihood of conversion. Real-time data analysis maximizes campaign performances, optimizing budgets and choosing the best distribution channels. Moreover, AI automates manual and repetitive tasks, such as report creation, allowing marketing professionals to focus on more creative strategies and thereby provide the public with more immersive and interactive advertising experiences. According to Forbes, based on perspectives from Brainy Insights, revenue from Generative AI services is expected to reach $188 billion by 2032. This growth will be driven by the increasing adoption of AI across various industrial sectors and by brands' interest in using data to drive their strategies.
In 2022, as part of the Entertainment Jury at the Cannes International Festival of Creativity, advertising campaigns executed through artificial intelligence were already featured in the subcategory of entertainment innovation. By 2024, the use of AI is expected to transcend the innovation label and be present in all other subcategories, as is the case with the "marriage" between entertainment and the use of social networks.
Based on this assumption, we have selected some advertising campaigns that gained prominence by utilizing Artificial Intelligences:
1 – The Subconscious Order for HungerStation. After discovering that an adult spends an average of 132 hours per year looking at online menus, Wunderman Thompson created a campaign in 2023, using advanced data analysis and AI to investigate the subconscious desires of HungerStation’s customers, helping them identify their food preferences. Within two weeks of the campaign's launch, it had already achieved 2.5 million impressions, 630,000 visits to the portal, and 78,000 new customers. And the campaign received the Grand Prix at the Cannes Festival.
2 – Create Real Magic for Coca-Cola. OpenAI and Bain & Company launched a free platform exclusively created for the brand, utilizing AI tools combined with ChatGPT-4 and Dall-E, allowing consumers to personalize their own cards using art and themes from Coca-Cola commercials. The marketing strategy involved several countries, and the Christmas cards that received highlight appeared on Coca-Cola's digital billboards in Times Square in New York and Piccadilly Circus in London.
3 – World Cup Delivery for Pedidos Ya. With the ecstasy of the World Cup victory, Gut Buenos Aires devised an action that issued a false notification to half of Argentina, indicating that orders were on their way. Confused users were directed to the tracking map within the Pedidos Ya app, which this time was connected to the real-time flight data bringing the champions and the World Cup Trophy to the country. With a no-code system and with the help of AI, they used Google Maps API and the Flight Aware API, allowing them to track the journey from Qatar to Argentina in real time on their mobile phones. During the hours of travel, this action became the most viral of the World Cup, reaching more than 25 million people and with a media investment cost of USD 0.00.
4 – #VemFazerHistória for Outback. With the return of Outback's rodizio and with the aim of encouraging people to visit the restaurant, Ampfy used Artificial Intelligence to bring historical figures, such as William Shakespeare, Cleopatra, and Leonardo Da Vinci, into the restaurant, referencing the expressions and language of each character, and offering an interactive experience to the customer.
5 – Never Done Evolving Feat. Serena for Nike. Using AI and machine learning to analyze and replicate the movements of tennis legend Serena Williams through an avatar, the AKQA agency in São Paulo created a campaign with the aim of preserving the sports legend’s legacy, and they managed to demonstrate the evolution of her matches over the years. The result was a live broadcast on YouTube reaching more than 1.69 million subscribers of Nike.
It is evident that artificial intelligence is having a profound impact on the advertising landscape, redefining how brands connect with their target audience and how marketing professionals plan and execute their strategies.
"In today's world, brands need to apply significant value so that people can offer the use of their facial data, and 'Subconscious Order' did this beautifully. It is a wonderful example of AI applied to commerce and is a bold and brave way to change the user experience: transforming transactional experiences into emotional ones," stated Nancy Crimi-Lamanna, president of the Cannes Lions Creative Commerce Jury in 2023.
Moreover, AI is transforming data analysis, enabling marketing professionals to gain deeper insights and helping them make more effective decisions. According to Salesforce, 70% of Generation Z uses technology and 52% of them trust this technology to assist them in their decisions. By automating repetitive tasks and optimizing advertising processes, AI is also increasing efficiency and reducing costs for brands, allowing them to achieve excellent results at lower costs. Thus, Artificial Intelligence is empowering brands to create smarter and more personalized advertising campaigns that stand out in an increasingly challenging landscape.
By Patrícia Moura with collaboration from Vanessa Rodrigues.
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