Creating human voices that do not belong to anyone, unique faces and even entire scripts are some of the abilities that artificial intelligence (AI) have today. This new capacity of generative AI will allow both companies and professionals to automate tasks and enter the creative processesgenerating developments and original content personalized for your brands, in a fast, credible way and with considerable savings in time and money.
This is a true content revolution, according to the global communication, digital marketing and public affairs consulting firm Llyc. But it is not the only change that will come in consumer and marketing trends this year. According to a study by the firm, companies will pay special attention to the user experience (CX), relying on the ‘first party data’ and personalization to achieve a greater impact.
On the other hand, the prospects for the dynamics of consumption are increasingly conservative due to the slowdown in the global economy. This has several implications. The first is the search for an increasingly competitive price against a more cautious consumer and attentive to household spending.
To accomplish this, Llyc says, companies must find appropriate attribution models for each campaign or business, based on knowledge of customer touch points, channels, devices used, campaign goal, and buyer. To master this, data – whose volume is growing every day – and AI are key.
A.I. is being used to spot fake A.I.-generated images. pic.twitter.com/XA3cLzEsrH
— Seeker by The Verge (@Seeker) January 30, 2019
“When the macroeconomic perspectives are adverse, companies tend to reduce their investments in marketing and communication. However, everything indicates that the solution is the reverse. We are living through an explosion of technology applied to consumption. In this scenario, it seems key to us to analyze how the intersections between the exponential development of technologies and their popularization determine what to pay attention to in order to optimize investment and continue adding value to both companies and consumers”, explained David González Natal, partner and Global engagement leader at Llyc.
To do this, more and more brands rely on influencers to create far-reaching organic content. The influencer marketing market was worth $16.4 billion in 2022, according to Statista. However, this dynamic is also changing. Content creators, concerned about their autonomy and their income, are betting on direct subscription models without intermediaries. “Segmenting the market makes it impossible to capture massive audiences, so both creators and platforms need each other. A balance that remains to be clarified,” the study indicates.
“In this context, companies need to be pragmatic when facing their business challenges, and This pragmatism necessarily involves solutions that allow them to measure the impact of their decisions both in the short and long term.ensuring that their interests are aligned with those of their consumers, and that they are obtaining the precise return on investment”, says Ibo Sanz, Global Senior Director of Deep Digital Business Strategy at Llyc.