The global economy is undergoing a profound transformation, with one topic dominating executive suites and boardroom discussions: artificial intelligence (AI). AI is no longer a distant concept; it’s fundamentally changing how companies innovate, engage with customers and protect their bottom line. For today’s leaders, this means approaching every critical business decision with a mindset that considers how AI can deliver a competitive advantage.
The advertising industry, which I worked in for two decades, is a compelling microcosm of this broader shift, and my recent experience at Cannes Lions underscored it. Every marketer and brand was actively exploring how to partner and invest in AI the right way, and discussing its transformative potential for the industry.
It’s no surprise, then, that over 90% of businesses intend to invest in generative AI tools over the next three years. Having advised businesses in Europe, Middle East and Africa, and across countless industries, I recognise a true inflection point when I see one. This is it. AI is already fundamentally changing business for the better.
Levelling the playing field, one prompt at a time
Our own investments in AI over the last decade have transitioned from theoretical exploration to practical implementation, delivering tangible results for businesses. When used correctly, AI is essential for maximising campaign performance, personalising customer engagement and, ultimately, driving growth, regardless of a company’s size.
Notably, for small and medium-sized businesses, access to the same powerful tools helps to create optimised, data-rich campaigns that were once exclusive to the world’s biggest brands. It levels the playing field and allows brilliant ideas to win, whether the budget is big or small.
Companies are relentlessly focused on building and implementing AI products that ignite performance and achieve more with less. Take Freshscarfs, an Istanbul-based start-up that wanted to promote its range of modern hijabs and accessories. By using AI, ad campaign efficiency skyrocketed, while the two female entrepreneurs were able to manage time better and simplify complex optimisation decisions.
Unlocking creativity and revolutionising engagement
The impact extends beyond performance metrics and productivity gains; it’s about unlocking creativity. For too long, creative development has been a bottleneck that limits the ability to scale campaigns effectively. AI tools are changing that.
Already, three in 10 advertisers are using Gen AI creative tools to tick off laborious tasks, like automatically adjusting images, copy and layouts for different ad placements in seconds. This frees up invaluable human time to shape creative ideas and make strategic decisions on where audiences are most likely to engage. For adQuadrant, integrating AI branding tools significantly elevated creative output, by enabling quicker ad experimentation and empowering the team to consistently deliver impactful campaigns.
And it’s not just in scaling campaigns where businesses can reap the rewards. Nowhere is the potential of AI more evident than in how businesses can better engage customers. The ability to set up AI chatbots that represent a company’s ethos and tone is a game-changer, providing timely, helpful responses to customer queries. I believe that, in the long run, every business in the world will lean on AI to help customers discover products and make purchases.
Preparing for tomorrow, today
The bedrock of business has always been rooted in strategy, efficiency, originality and storytelling. The future isn’t about choosing between human ingenuity and machine intelligence; it’s about their powerful combination.
This brings me to the myth I’m most passionate about busting: the idea that AI is here to replace marketers. Nothing could be further from the truth. AI isn’t here to do their jobs; it’s here to enhance them with superintelligence that scales experimentation, surfaces actionable insights and unleashes human creativity.
We are undoubtedly at a tipping point where leaders can train AI systems, but only with human values and intelligence as the foundation upon which AI is built will it truly succeed.
The most successful businesses will be those who learn to collaborate with AI, using it as a powerful tool to amplify their vision, enhance their workforce and execute with relentless efficiency. And by removing the friction of manual tasks and streamlining execution, AI empowers people to reclaim their most valuable asset: time.
That’s time that can be reinvested into groundbreaking ideas. It’s time that can unlock strategic thinking and significantly increase productivity. And it’s time that allows human-centricity and innovation to truly flourish.
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