In recent years, AI technology has seen remarkable advancements. As a marketing professional at the ad intelligence platform BigSpy, I have closely observed AI's transformative effects on the internet advertising industry, especially in terms of work methodologies, philosophies, product design, and operational directions. This article delves into how AI technology is reshaping online advertising.
AI-Powered Acceleration of Marketing Content Generation
One of the most notable impacts of AI in online advertising is the automation of marketing content creation, particularly images and text. Through the material analysis tool BigSpy, we've noted a significant uptick in the proportion of image-based ads this year, many of which incorporate AI elements. The quality of AI-generated image ad creatives has also seen constant improvement. For instance, AI excels in generating engaging visuals for specific game genres like RPGs and SLGs. While AI can adeptly produce a post-apocalyptic image or craft a futuristic, tech-savvy character, it occasionally falters in the finer details, particularly the inconsistent rendering of limb details which can sometimes deviate significantly from reality. However, designers can utilize AI drafts as a foundation for further creative refinement, substantially boosting efficiency. With the advent of large models like Sora, AI's role is expected to expand into video advertising as well.
Enhanced Data Processing and Marketing Strategy Analysis with AI
The swift advancement of AI owes much to extensive data training, making it exceptionally proficient in data analysis and processing. In the realm of online advertising, data analysis is paramount. Before launching advertising campaigns, comprehensive industry and market research is essential. Once the campaigns are underway, continuous data monitoring is crucial for timely strategy adjustments. Moreover, scrutinizing competitor ads is vital. Relying solely on human resources to gather, monitor, or make decisions based on massive data volumes would entail significant time and cost. Thus, marketers increasingly turn to AI to aid in data processing and analysis, allowing for informed marketing decisions based on these insights. AI's prowess extends beyond mere data handling, providing substantial support in crafting marketing strategies. For instance, when considering entry into a new market, marketers can leverage market analysis data and AI-generated insights to devise robust strategies and identify potential risks from multiple perspectives.
Reinventing Brand Image with AI
In recent years, numerous brands have created virtual IP images for themselves. These IPs, often designed to be cute and memorable, carry the advantage of being insulated from negative publicity, thereby serving as natural brand ambassadors. Previously, brand images were typically represented as dolls or stickers, lacking animation and depth. AI development has significantly enhanced the authenticity and interactivity of these IPs. For example, brands can now integrate IP images into their products, employing AI's interactivity to engage users effectively, address product-related issues swiftly, and provide emotional value, thus bolstering user goodwill and loyalty towards the brand.
Localization and Translation Innovations Through AI
For brands aiming at global expansion, conducting thorough market research and effective localization are crucial to ascertain local audience acceptance of your product. An ad optimizer mentioned that their target markets span multiple countries, involving languages such as Thai, Arabic, Spanish, and Portuguese. However, expecting ad team members to be proficient in all these languages is unrealistic, making language a significant pain point in marketing efforts. AI significantly alleviates this challenge with its robust text processing capabilities, facilitating the generation and translation of advertising copy. You can describe your product and target market to AI, and instruct it to generate corresponding copy in the local language and desired tone. AI's conversational abilities also prove invaluable in recognizing and interpreting languages in videos effectively. Thus, if a competitor releases ad creatives in a language you do not understand, AI can help decipher the content, providing insights for your own ad design and reducing translation costs.
SEO Optimization with AI
In the field of SEO, numerous well-known keyword and traffic analysis tools exist. When crafting blogs, I complement these tools with AI assistance. For instance, when identifying a compelling blog topic, I refer to AI-recommended keywords. AI, trained on massive datasets, effectively balances my blog content with SEO objectives. While human creativity and experience have their limits, AI can also review your completed articles to suggest structural or content improvements. However, the industry has seen a surge in so-called SEO experts, largely due to AI's capability to quickly generate diverse blog articles without requiring in-depth industry knowledge. This has led to a trust crisis, as many outlets resist the influx of AI-generated homogeneous content, which some attempt to leverage for higher traffic at minimal costs. Consequently, tools for detecting AI-generated content have emerged, raising questions about the accuracy of these AI-supported monitoring tools.
In the realm of online advertising, attitudes toward AI vary widely. While some rely on AI to enhance work efficiency, others question the quality of AI outputs, and some view AI as a crisis for the industry. Nonetheless, the profound impact of AI on the industry's development is undeniable, and this influence is set to continue. I have summarized here some other aspects that have been significantly changed by AI. I believe that leveraging the advantages of AI can save costs and assist us in our daily tasks, yet we must also maintain our zeal for continuously exploring the industry and exercising sound judgment in making crucial decisions.
