After the release of multiple consumer-friendly chatbots in late 2022, generative AI has been a trending topic as the general public saw the ease of producing text and images with a prompt. According to an April 2023 survey from BCG1 that polled more than 200 CMOs from North America, Europe, and Asia, 70% of respondents said their companies were already using generative AI (with another 19% testing it). The top three areas of interest include personalization, content creation, and marketing segmentation.
Over 70% of these CMOs feel “optimistic and confident” about AI—and for good reason: Recent advances in machine learning can ease the development of advertising creative, for instance with solutions like the AI-powered image generation (beta) tool from Amazon Ads, which can help produce lifestyle imagery to improve ad performance for brands. In addition, Amazon CTO Werner Vogels predicts that the recent emergence of more non-Western large language models—especially in languages like Arabic, Chinese, and Japanese—can open up the possibilities of generative AI2 to even more swaths of underrepresented demographics, since there is currently a disproportionate amount of online content3 in “high resource” languages like English. The rise of more regionally and linguistically diverse data can help marketers reach audiences in a more culturally authentic and appropriate way.
During a recent panel at CES, Tanner Elton, the vice president of U.S. ad sales for Amazon, discussed how AI can be used to help brands create more relevant advertising creative. “Because of AI, we can seamlessly use it to make sure that a more relevant message is going out. It will not only enhance that viewer experience but also increase performance,” he said. “So, when I think about AI and the advancements that it’s going to have just on the creative aspect of what we do, it will improve measurement results overall as well.”