Prompting the Future - AI and Beyond - DMEXCO 2024
DMEXCO 2024 in Cologne, Germany, DMEXCO 2024 between 18-19 September presented 850 speakers on 14 stages, over 200 hours of program, and around 650 exhibitors and partners. This year's top-class program focused on the latest trends and innovations in digital marketing.
Highlight was obviously on AI, “Prompting the future” with creative advertising, and the dark side of the creative machine-generated content, deep fake.
Compared to last year, this year we have already heard use cases and ways how to use utilize machine learning technology. From Google to Arvato till Syzygy AG, Crème de la Crème was here from the DACH and Western European Marketing Industry.
Some of My Key Highlights from DMEXCO 2024:
AI and the Future of Business Society:
Daniel Hulme, Chief AI Officer at WPP 's keynote on "Rethinking AI" explored the profound implications of artificial intelligence in various aspects.
According to Daniel Hulme, AI technology makes an impact on our:
- Political view – when we no longer know what is the truth
- Social aspect – when we cure death
- Legal point – when surveillance becomes ubiquitous
- Environmental impact – when we create uncontrollable ecological collapse
- Technological point – when we create superintelligence
- Economic impact – when we automate the majority of paid labor
Leveraging AI for Effective Marketing:
Steve Rotter – CMO at DeepL - presentation highlighted the importance of using AI to create unique and compelling messaging that stands out from the crowd.
DeepL presented their Pro version, an AI tool, that can help marketers improve grammar, word choice, and overall clarity in their writing.
My favorite part of the presentation was the transformation of the traditional "4P" in the marketing mix.
Namely Product, Price, Place, Promotion. Due to the new technologies, it was suggested that marketeers should focus their strategy on "Pain" (understanding customer needs), "Potential" (capitalizing on emerging opportunities), "P" (рисков, Risk in Russian, in other words, mitigating risks), and "Path" (implementing effective AI strategies).
The Power of Brand Consistency:
Studies have shown that consistent branding can increase revenue by up to 20%.
Criteo explored strategies for maintaining brand consistency in today's rapidly evolving digital landscape, such as how to grab the user's attention with AI and how to detect the point decisions during the buying process.
Battling Fake News:
The advertising industry is facing a growing challenge in combating misinformation and fake news.
During DMEXCO, Integral Ad Science showcased innovative deep fake video solutions for detecting and avoiding such content at scale. In the year of the Super Elections, when in 60 countries almost 2 Billion people vote, fake news and misinformation can highly impact the results and the advertise brands themselves as well.
The Rise of Geolocation Marketing:
Echo Analytics demonstrated how geolocation data can be used to create targeted marketing campaigns without relying on personal identifiers by detecting users without IDs where and what they do.
In their use case, understanding the Fitness data in California they could target better the protein bar snacks.
TikTok's Impact on Brand Equity:
TikTok is still the shining social media platform when it comes to influencer marketing.
Thomas Wlazik, leader of the German and Israel Markets explained how TikTok has emerged as a powerful platform for reaching younger audiences. Showcased how brands can effectively leverage TikTok to increase brand awareness and drive sales, especially when it comes to influence users to visit the shops.
Connected device ads often engage users more than simple social media posts because they offer a more interactive and personalized experience.
Amazon explained that these ads can leverage real-time data to tailor their message to the individual user's interests and behavior. Additionally, connected devices often enable users to directly interact with the ad, such as by clicking on a link, watching a video, or making a purchase.
This level of engagement can make connected device ads more effective at driving conversions and building brand loyalty.
Key Takeaways:
- Misinformation is a major challenge, especially at the time of the Super Elections. AI can help combat and with advanced tools, such as deepfake detection can avoid misinformation content at scale.
- Brand consistency is crucial: Maintaining a consistent brand identity is essential for building trust and loyalty among customers.
- AI offers new opportunities for marketers: Artificial intelligence can be used to personalize marketing campaigns, improve customer experiences, and drive business growth. Learnings from Criteo, PMMG Group
- Connected device ads engage users more than simple social media posts - Amazon