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Marketing Technology

ChatGPT may have all of the buzz when it comes to AI platforms, but marketing technology and platforms are quickly catching up by adding a host of AI features to their systems. For starters, Adobe unveiled “Generative Fill” in Photoshop last week, a feature that uses AI to extend the canvas of your design, fill in backgrounds, and more. Meanwhile, Acquia unveiled a chatbot within its digital asset management platform.

The 15 biggest US ecommerce players aren’t a surprise (here’s looking at you, Amazon, Walmart, and Apple). User-friendly mobile apps, quick delivery, innovation, and converting sales are what turn retailers into ecommerce powerhouses. Here are the companies our analysts believe best exemplify those features within the 15 largest ecommerce players.

On Tuesday, Microsoft announced it would use the same plug-in standards as OpenAI, meaning plug-ins can work across ChatGPT, Bing Chat, and Microsoft 365 Copilot. Microsoft is focusing on plug-ins as the future of its OpenAI partnership, and for good reason.

Step one: Make sure you have the right data, said Chris Penn, co-founder and chief data scientist at Trust Insights. Also important is bringing in an attribution model to ensure a complete view of which marketing efforts are moving the needle. Lastly, be careful who you partner with—they may not be giving you the full story.

More than half (53%) of US TV advertisers say a lack of common metrics is a challenge to integrating linear and digital campaign data, according to Yahoo Advertising. Creating a holistic framework and navigating walled gardens’ data-sharing rules are hurdles for about 40% of TV advertisers each.

ChatGPT makes up information. When it comes to assessing brand strength, these so-called “hallucinations” can be a tool for evaluating what brand associations really are. And those same hallucinations can be fed back into ChatGPT to generate customer profiles, marketing copy, and even new products. Here’s how.

AI is already changing ad creation. While the tech can create email and social campaigns, there are a number of risks associated with misinformation and brand safety. With generative AI, we can expect to see strong brands grow even stronger—if they can navigate copycats, quality assurance, and apprehensive consumers. Here are six predictions from experts at the “BrXnd: Marketing X AI” conference in New York City.

Nearly half (49.0%) of advertisers worldwide believe that activating their own first-party data is the most promising solution to cookie deprecation, according to DoubleVerify. However, only 16.6% of publishers say the same of this solution. Publishers’ top choice for replacing cookie-dependent tools is publisher first-party data activation, chosen as a promising solution by just 27.1% of advertisers.

On today’s episode, host Bill Fisher is joined by analysts Paul Briggs, Evelyn Mitchell, and Carina Perkins to discuss the global state of data protection five years on from the introduction of the General Data Protection Regulation (GDPR), and what lies ahead as regulators get to grips with the rapidly evolving AI space.

Coca-Cola helps usher in an era of generative AI advertising: The brand recently told marketers that it believes AI is much more effective than Web3.

Concerns surrounding privacy are high, which could weigh on marketers’ efforts to target consumers. US adults under 30 are slightly less concerned (66%) than older consumers about the use of personal information for targeted digital ads, according to the Out of Home Advertising Association of America and Morning Consult.

ChatGPT and generative AI will transform marketing. Advertisers can use the tech now to help create campaigns, from research to output to iteration. “Nobody should be doing [marketing campaigns] fully manually,” said Mike Kaput, CCO of the Marketing AI Institute. Here are the steps to use AI to build campaigns.

“[AI] really does raise the bar in terms of what people are going to expect from you,” our analyst Jeremy Goldman said on our recent “ChatGPT and Generative AI” panel. As AI matures, it will become more specialized, automating mundane tasks, ushering in personalization, and changing the way consumers, retailers, and marketers use the internet. Here are eight predictions for that not-so-distant future.

Regardless of changes in the market, marketers will always have to build their first-party data around the buyer’s information and behavior. Complete and accurate data on prospects and customers is essential to making sound decisions about accounts that sales and marketing should target together.

Unreported attacks could lead to fines and penalties from government regulators, legal liability for damages to the victims, and an increase in future breaches.

Should brands trust Meta’s generative AI? The company promises to release easy creative advertising tools, but the tech has landed companies in large legal battles.

Tying multiple online, offline, and device IDs to a single person was always complex and costly, even when third-party cookies and mobile identifiers were commonly accepted tools. As legacy identifiers continue to erode, the costs to target and track users’ digital activity have only risen.

Marketers shouldn’t be waiting for Google to make a move on third-party cookie deprecation or for more privacy laws to come down the pipeline; they need to start exploring the complex landscape of identity solutions now, combining deterministic and probabilistic approaches to achieve maximum effectiveness.

Because data clean room technology is so new, it involves a lot of trial and error for marketers to get their strategy right. However, there are ways that brands can set themselves up for success, including creating a strategy that can be used across multiple clean rooms, having an identity solution in place, and working toward a holistic customer view.

With a clear understanding of consumers’ preferences and intent, marketers can identify and target the best audiences and effectively activate their campaigns against that behavioral data. In this video, Claritas’ Barney Marvin, senior vice president of digital, shares how audience segmentation can improve the customer experience and increase lifetime value.