Marketers' Gen-AI priorities for 2024

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Marketers' Gen-AI priorities for 2024

As we bid adieu to the Gen AI hype, marketers gear up for a transformative 2024, anticipating more than just chat functionalities. From personalized services to reshaping business models, here's a quick dive into the key priorities.

Meet the new stars of AI – Agent AIs. They're not just chatbots; they're your digital minions. OpenAI's Assistant API is paving the way for direct interactions between consumers and brands. Travel brands like Expedia are poised to offer personalized services, hinting at new business models in uncharted territories.

Multimodality: Picture this: AI seamlessly blending text, video, and audio. That's multimodality, and it's changing the game. Brands are exploring image-to-text capabilities, from Ikea fixing guides to highly relevant ads. But there's a catch – taming the wild beast of unstructured data is the first order of business.

AI regulation: Regulation knocks on AI's door, with the EU leading the way. As rules loom for 2025, the U.S. Department of Commerce might step in with audits. The focus? Ethical standards, privacy, and mitigating bias. Publishers and brands, brace yourselves for challenges around privacy, intellectual property, and bias in this pivotal moment.

Digital landscape shifts: Google's tracking protection, podcast ad boom, and OTT ad spend decline

Google's privacy pivot: Google gears up for a groundbreaking privacy move with the introduction of Tracking Protection in January. Regulators closely watch the 1% user test, ensuring fair play in the evolving ad landscape.

Podcast surge: Acast's survey signals a resounding 62% anticipation among global marketers for increased podcast ad spending. Podcasts shine for precision targeting and audience engagement, with only 16% expressing concerns about ad overload.

OTT ad dip: MediaRadar's latest figures reveal an 8% year-over-year drop in ad spending on leading OTT platforms. Despite collectively amassing over $1 billion in the US, the decline prompts reflections on the shifting dynamics of digital advertising on streaming services.

NEWS…

• TikTok requires users to “forever waive” rights to sue over past harms.

• Gartner anticipates a 50% decline in social media usage by 2025 due to concerns about misinformation, toxic user bases, and bots.

• MrBeast’s analytics platform ViewStats is out in beta.

• Twitch cracks down on boobs again by rolling back its ‘artistic nudity’ policy.

• Linktree acquires link-in-bio platform Koji in its second investment of the year.

Google's SafeSearch woes: Nude Barre's struggle in the algorithmic spotlight

In the digital marketing arena, algorithms wield considerable power, and for Nude Barre—a brand specializing in nude bodywear—Google's SafeSearch algorithm has become an unexpected adversary. Blurred images, plummeting ad spend, and frustrated founder Erin Carpenter tell a tale of unintended consequences.

Blurred lines, fading sales: Since SafeSearch's default blurring setting hit Google Images last August, Nude Barre has seen a sharp decline in traffic and ad engagement. The algorithm's well-intentioned content filter inadvertently clouds the brand's visibility, particularly during crucial sales periods.

Algorithmic puzzle: Navigating Google's ever-changing algorithms is a challenge for businesses like Nude Barre. The struggle to secure approval for ads featuring sensitive products adds complexity. The brand experiments with creative tweaks and alternative keywords, seeking a workaround to the algorithmic conundrum.

Adaptation strategies: Nude Barre responds with a mix of creative adjustments and organic marketing tactics. While experimenting with keywords, the brand leans on influencer collaborations and social media to maintain visibility. The evolving landscape forces small businesses to adapt continually.

Nude Barre's journey through Google's algorithmic maze reflects the broader struggle for niche brands. Balancing content safety and product visibility in this digital realm requires constant adaptation. In the algorithm-driven landscape, resilience is key for small businesses like Nude Barre.

Reading list…

• YouTube reinforces brand safety for growing Shorts format.

• Travis Kelce is officially the champion of game-day advertising.

• Temu is using its lawsuit against Shein as a PR engine.

• FabFitFun founders apologize after a profane X ad caused subscribers to cancel.

• Two executives turned an NYC storefront into an ad agency.