AI has become an universal topic of conversation and has widely been acknowledged by international CMOs as a significant focus in the coming year. This trend not only offers benefits to businesses at large but also holds immense potential for enhancing communication and marketing efforts. Utilising AI for talent acquisition, creating new roles centred around daily AI use, and elevating the quality of relevant content are just a few examples of how AI can profoundly support brands.
In our pursuit to provide valuable insights, we have consulted with experts from various fields within the House of Communication Dubai to compile essential information for decision-makers, guiding them on how to effectively integrate AI into their brand strategies and addressing specific needs and challenges:
Vineeta Vasisht
Business Unit Director Serviceplan Group Middle East
„Generative AI: Beyond the Hype, Unveiling the Path to Digital Transformation Excellence“
ChatGPT's explosive reach of 100 million users shortly after its launch is a clear signal: Generative AI isn't just a fleeting trend; it's a powerful tool that's reshaping how we work. Its integration into digital transformation is a testament to its value – enhancing productivity and streamlining operations from recruitment to knowledge sharing to marketing copy or brand ideas. Yet, in this fast-paced adoption, having a keen eye on balancing the benefits and awareness of associated risks is crucial because embracing AI is more than just chasing productivity gains; it becomes a cornerstone of digital transformation in every company.
Relying solely on generative AI isn't the golden ticket to digital evolution. It's an impressive piece, yes, but not the whole puzzle. We need to blend it with other technologies to truly advance.
Senior management should be asking what other innovations can partner with AI to drive growth. Generative AI can certainly make our work smoother and help cultivate a more informed company culture. However, it is important to understand that true technological advancement also means creating a balanced mix of tools and strategies that enable a collective futuristic digital culture, which will lead us to rapid, robust, and secure progress.
Nishant Shah
Executive Creative Director Serviceplan Group Middle East
„The mutation from Creators to Curators has begun. And there is no stopping it“
Creativity has always been about making new connections. The human brain has 86 billion neurons and is constantly making synaptic connections at a speed that is incomprehensible. So, by that logic, shouldn’t we all be creative? Why are some able to create more actively than others? To answer this let’s summon the words of the award-winning Music Producer, Rick Rubin in his signature nonchalance, “I have no technical ability. And I know nothing about music. But I know what I like and what I don’t like. And I’m decisive about it. It’s the confidence that I have in my taste and my ability to express how I feel – that seems to have helped artists.”
While Artificial Intelligence can make umptillion creations, it’s the human sentience that has the pulse to pick the most purposeful and tasteful ones. This ability to curate with cognizance has divided how the creators’ feel towards AI between – mutiny or destiny; purist or realist; craft or convenience. Irrespective of which side of the fence you’re sitting on, there is no denying that AI gives us the privilege to use our time only to make the right choices.
Kenan Baki
SEO Manager Serviceplan Group Middle East
"Revolutionising SEO: Harness the Power of AI for Enhanced Efficiency and Quality Results"
AI tools and solutions have reached every SEO around the globe, and those who use them have seen an increase in efficiency and quality of work. AI tools can play a supportive role in all aspects of an SEO strategy. When we look at the three pillars of SEO – technical, on-page, and off-page – it's clear that AI tools can be highly beneficial in these areas.
Technical SEO: AI tools can help you crawl and identify errors on your website, as well as help you optimise your site’s speed and mobile friendliness. These tools can help you maintain a healthy and user-friendly website.
On-page optimisation: Correctly utilising AI for your on-page optimisation strategies opens the door to countless benefits. AI can be used to help create and analyse content for readability, keyword density, and other factors that affect search engine rankings. This ensures that your content is optimised to rank for the targeted keywords and is enjoyed by your users.
Off-page optimisation: AI tools can be used to analyse backlinks and aid in identifying high-quality link-building opportunities. They can also help track the performance of your backlinks and provide competitive analysis’ to highlight opportunities.
Mahmoud Alhamed
Head of Performance Serviceplan Group Middle East
AI-driven tools are revolutionising the SEO industry by enhancing efficiency and effectiveness. These tools assist in keyword research, content optimisation, technical SEO improvements, and streamlined link building, providing valuable data for performance tracking and strategic development. This ultimately optimises websites for higher rankings and targeted visitor engagement. In conclusion, AI is a powerful tool that can greatly benefit SEO businesses by enhancing efficiency, effectiveness, and ROI. Through task automation, valuable insights, and staying ahead of industry trends, AI empowers SEO businesses to grow and succeed.
Helmi Abdalhadi
Manager bei House of Gaming
„Elevating Gaming Experiences: The Role of Generative AI in Expanding Boundaries and Engaging Audiences“
Gaming titles have been published in the past few years with promises of never-ending content. Whether that’s visiting an infinite number of planets in “No Man’s Sky” or an ever-changing path in the narrative storyline of what used to be linear games, generative AI has helped – and will continue to help – expand video games to an entertainment medium bigger than it already is.
Brands should be inspired by this use case of generative AI for both traditional marketing avenues and gaming touchpoints.
Programmatic media can be taken to a new level if AI tools are used to generate ads under a campaign umbrella that include any product that any target audience is interested in. This could make programmatic ad buying even more efficient and scalable than it already is.
As for gaming marketing, the strategy and communication still need to be created by a human (womp womp), especially as gaming audiences are extremely sceptical and untrusting. But when that’s nailed down by one of our House of Gaming experts, generative AI can provide never-ending content combinations of ads for gamers so that they know that brand X has put in effort to make sure gamers are never bored.
Pooja Suvarna
Digital Media Manager bei Mediaplus Middle East
„Transforming Marketing Landscapes: Harnessing the Power of AI in Digital Campaigns“
Integrating AI in digital media revolutionizes marketing strategies. AI efficiently processes complex data, enabling swift analysis of audience behaviors and market trends. Tools like Tableau simplify intricate data, enhancing campaign structure and maximizing ROI. Customized experiences are vital in digital marketing, where AI identifies online audience preferences, allowing tailored product promotions.
Technologies like Dynamic Creative Optimization (DCO) and Conversational Ads personalize content, ensuring relevant ads based on audience behavior. Precise targeting relies on AI's ability to sort complex data, optimizing digital campaigns effectively. Sequential and Contextual Targeting refine ad delivery, ensuring visibility during product discussions or competitive brand mentions.
Real-time insights are crucial for digital marketers. AI-driven tools like Tableau and Google Studio Report provide instant data, aiding timely decision-making. Leveraging AI enhances campaign performance, offering personalized interactions, targeted ads, and real-time optimizations. Embracing AI now is essential for harnessing the power of digital campaigns.
The above indicates how powerful Digital Campaigns can be by utilizing AI technologies. This is the right time (if haven’t started already) to start including AI in the day-to-day lives in the media sector.
As businesses continue to explore the potential of AI, the key lies in understanding its capabilities, combining it with other innovations, and embracing a future where humans and AI collaboratively drive progress, innovation, and success.
