C-Suite·Artificial IntelligenceMeta VP: AI is the best thing in advertising – if we use it rightBy Derya MatrasBy Derya Matras Derya Matras, Meta VP for EMEA.MetaThe global economy is undergoing a found 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 tect their bottom line.
For today’s leaders, this means apaching every critical decision with a mindset that considers how AI can der 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 es intend to invest in generative AI tools over the next three years.
Having advised es 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 for the better.
Levelling the playing field, one mpt at a time Our own investments in AI over the last decade have transitioned from theoretical exploration to practical implementation, dering tangible results for es.
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 es, 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 ducts that ignite performance and achieve more with less.
Take Freshscarfs, an Istanbul-based start-up that wanted to mote 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 ductivity gains; it’s 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, 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 ly to engage.
For adQuadrant, integrating AI branding tools significantly elevated creative output, by enabling quicker ad experimentation and empowering the team to consistently der impactful campaigns.
And it’s not scaling campaigns where es can reap the rewards. Nowhere is the potential of AI more evident than in how es can better engage customers.
The ability to set up AI chatbots that represent a company’s ethos and tone is a game-changer, viding timely, helpful responses to customer queries.
I believe that, in the long run, every in the world will lean on AI to help customers discover ducts and make purchases.
Preparing for tomorrow, today The bedrock of has always been rooted in strategy, efficiency, originality and storytelling.
The future isn’t choosing between human ingenuity and machine intelligence; it’s their powerful combination.
This brings me to the myth I’m most passionate 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 es 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 lining execution, AI empowers people to reclaim their most valuable asset: time. That’s time that can be reinvested into ground ideas.
It’s time that can unlock strategic thinking and significantly increase ductivity. And it’s time that allows human-centricity and innovation to truly flourish.
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