AfterMath

The Rumblings

From subtle murmurs to sudden booming shifts, the marketing and advertising landscape changes on the reg. Check out our perspectives on what’s shaking things up.

Robot Vs. Human Mistakes: Part 2

In our Part 1 installment, we shared how we as an agency have integrated AI and made it work for us rather than replace us while concerns grow about how AI may replace certain jobs.

In Part 2, we continue outlining how the current state of AI impacts the marketing and advertising industry as well as how future innovations could change the way we work.

Technical Risks of AI Innovations  

As the use of AI applications continues to expand, it is crucial to be aware of the risks associated with this technology. Organizations and individuals must prioritize cybersecurity measures such as robust encryption and regular vulnerability assessments to mitigate these risks. Additionally, developers must continue refining AI technologies with built-in safeguards against hacking attempts. 

One significant concern is the rise of deepfakes — manipulated media that use AI algorithms to create realistic but fake audio or video content. These deepfakes can mislead and manipulate individuals, posing serious threats to privacy and trust. Deepfakes have raised concerns about misinformation and the potential for malicious actors to exploit this technology for deceptive purposes. 

Another area of concern is cybersecurity. As AI becomes more integrated into various systems and processes, it becomes a target for hackers. Malicious actors can exploit vulnerabilities in AI systems, leading to data breaches or unauthorized access. Even AI models themselves are not immune from being hacked. For instance, we have seen instances where users have manipulated ChatGPT models to generate harmful or inappropriate content. 

Awareness and understanding of these risks are essential as we navigate the rapidly evolving landscape of AI applications. By addressing these challenges head-on, we can harness the benefits of AI while minimizing potential harm. 

Current State of AI  

AI tools are becoming increasingly popular and are gaining momentum in various industries, including marketing agencies. These AI-powered tools have the potential to revolutionize how we do business in addition to the marketing and advertising potential solutions.  

 Here are some examples of AI Tools we're keeping an eye on: 

  1. ChatGPT – One notable example of AI technology is ChatGPT, a language model developed by OpenAI, and one that we’ve been using in some areas of our day-to-day work (as mentioned in Part 1). The latest version released in April 2023 is called GPT4 Turbo and is the most powerful iteration yet. It allows businesses to automate customer interactions through chatbots, providing timely responses and personalized user experiences. This space continues to evolve quickly, so we’re keeping an eye on the latest developments. 

  2. Automated machine learning (AutoML) – Another area of interest is AutoML, which allows businesses to automate the process of building and deploying machine learning models, even without extensive knowledge or expertise in data science. This empowers marketers to leverage the power of data-driven insights without needing a dedicated data science team.  

  3. AI-Enabled Conceptual Design – AI-enabled conceptual design is another exciting development that combines artificial intelligence with creative thinking. These tools can generate design ideas based on user inputs or existing designs, saving time for designers while expanding the possibilities of creative exploration. 

  4. Multimodal Learning – Multimodal learning is an emerging area of AI development that involves training models to understand different forms of content such as images, text, speech, etc., enabling more comprehensive analysis and interpretation of data across various modalities. 

  5. AI & Cybersecurity – The integration of AI in cybersecurity is crucial in addressing cybersecurity challenges. AI algorithms can detect patterns indicative of cyber threats, enabling companies to protect their systems against attacks proactively and identify potential cyber threats in real time. 

  6. AI & Metaverse Developments – AI plays a pivotal role in shaping this virtual reality space. From realistic avatars to immersive environments, AI can enhance user experiences and enable seamless interactions within the metaverse.  

AI tools have gained momentum due to their ability to automate tasks, analyze vast amounts of data and enhance various aspects of our lives. From marketing agencies utilizing AI for targeted advertising to innovations in design and cybersecurity, these advancements are transforming industries across the board. 

AI Innovations We're Excited About 

To those who are not creating and building AI technology, AI could feel like a time waster or a toy. Many consumers are now discovering the latest AI chatbots like SnapAI or ChatGPT. While these chatbots can answer basic questions like Amazon's Alexa or Apple's Siri, they still have a long way to go.  

However, outside of chatbots, there are many more use cases for marketers; see our examples: 

Search Engines (like Google) Vs. AI Chatbots

One way AI can be utilized is through more powerful search functions. Traditional search engines often rely on keywords and filters to display relevant results. AI for search explores the benefits of using AI chatbots in addition to traditional search for businesses to enhance their customer service and overall user experience.  

Innovations from Open AI like Sora

One big thing we’re keeping an eye on is OpenAI’s latest AI tech named Sora. Sora would have the ability to create video format content through text prompts. This technology would allow our words to generate imagery that moves.

Personalized Shopping Experiences Transforming E-Commerce Business

AI-powered customer service has become increasingly popular in the e-commerce industry. With chatbots and virtual assistants equipped with natural language processing capabilities, brands can automate and enhance customer service interactions. These AI-driven systems are capable of understanding customer queries and providing prompt responses or solutions round-the-clock. 

Another area in e-commerce is hyper-personalized feeds. By analyzing customer data such as past purchases, browsing history, demographic information and even social media activity, AI algorithms can curate customized product recommendations for each customer. 

Marketing Automation

AI-powered automation is already streamlining processes in many industries by eliminating repetitive tasks and improving productivity. As technology advances, we expect further developments in autonomous vehicles, smart homes, virtual assistants and personalized marketing. 

Harnessing the power of AI technology in areas such as search functions, personalized feeds and customer service interactions, e-commerce brands have the opportunity to provide their customers with highly personalized shopping experiences that cater to their unique preferences and needs. As technology continues to advance, we can expect further advancements in AI-driven solutions that will revolutionize the way we shop online. 

Future AI Developments We’re Keeping an Eye On

In the coming years, AI can significantly impact sectors like the healthcare, finance, transportation and manufacturing industries. In healthcare, AI can assist in diagnosing diseases and developing personalized treatment plans. In finance, it can enhance fraud detection systems and provide more accurate predictions for investment portfolios. Outside of Metaverse opportunities for brands and businesses, we're excited to see how AI innovation changes how we do marketing. 

As technology evolves exponentially, we are only scratching the surface of what AI can accomplish. With ongoing research into deep learning networks, reinforcement learning models and neural networks inspired by biological brains, we can expect even more remarkable developments on our journey towards achieving artificial general intelligence (AGI). AGI is a hypothetical type of intelligent agent that, if realized, could learn to accomplish any intellectual task humans or animals can perform.  

 
So, do you still want robots making all your decisions for you?

No? We can help! At least with the marketing and advertising decisions. 

We provide real value as humans!
We’ve got the experts and capabilities for the Marketing and Advertising solutions your business needs today, in present time.  

Have questions about AI implementation? Contact our Executive Director of Connections, Mike Pocci, at mpocci@teamaftermath.com.

Research & StrategyAfterMathMarketing AI, AI