How AI will Disrupt the Marketing and Advertising Industry (Part 2 of 3)
How AI will Disrupt the Marketing and Advertising Industry (Part 2 of 3)
Dani Mariano Interview:
While the future is uncertain, our expert speakers highlighted the changes taking place in their respective fields and how you can implement AI into various industries. Industry experts and leaders met to discuss and learn about the impact of artificial intelligence disrupting and altering the fields of real estate, marketing, and data science, among others.
The rise of artificial intelligence in the marketing and advertising world poses many challenges and changes.
Dani Mariano is the President of Razorfish and has led award winning global digital marketing transformations. She sees how artificial intelligence can be used as a tool to improve efficiency in processing data and recognizing patterns.
Mission Matters would like to thank our sponsors, Razorfish, Cerracap Ventures, Carbon Law Group, Karma Health, and Purely B for their contributions in making our LA #TechWeek event a memorable success. We would also like to thank our partners, LAVA and SVRN for their outstanding support throughout the planning and execution of the LA # Techweek event.
SHOW NOTES:
0:35 | Introduction to Dani Mariano
2:05 | Razorfish’s approach to AI
4:50 | Integration of AI at Razorfish
8:00 | What's exciting about AI
11:57 | Marketing strategy
13:35 | Advice for Professionals with AI
15:35 | Announcements
18:00 | Questions
QUOTES:
“We see AI as something that will be foundational to everything we do at the agency” [2:30]
“Our position is that it's important for everyone in the agency to understand how to use those tools because it can help all of us be more productive and we see it having a powerful impact on everybody's productivity” [5:40]
“Where are those untapped nuggets that we can see in the data and in the patterns that you can't see today because we can’t process the data fast enough”. [9:30]
“I’m very excited because I feel like that dream of 1:1 marketing is just around the corner, I can see it for real” [10:30]
“I think generative AI being, and being able to process massive datasets, will be fascinating to see how that can inform and find new information and insights that are very difficult for us to get to fast” [12:08]
“the ones you can all think of Google meta etc, are already deploying these types of generative AI models, where they're taking real time analytics, and being able to feed that back into the performance media”. [12:50]
“part of our role is to advise clients on how to enter this space safely. So we do provide our guidance on which tools and which technology we feel are safe for brands to be using” [14:54]
“We're a creative company, we have a lot of artists that work at this company. So we have a vested interest in protecting, just creativity and artists and IP rights. Just globally, as people who work in that type of industry and are surrounded by that kind of talent that we want to respect and honor”. [22:25]
“I don't think we're gonna get consumers comfortable with this idea… Hey, we're just gonna push a bunch of fake stuff at you and think that that's going to drive conversion. We see a lot of shift now in the marketplace with people, especially coming out of the pandemic. People want genuine connection, they want authenticity”. [26:52]
“There's things that the machines can do faster and better like slicing and dicing assets. I don't think consumers are going to have a problem with that. But what goes into those assets that are being sliced and diced, we still believe firmly that there is that need for human contribution into what those assets are going to be in those stories are going to be so I do agree it's going to be a challenge. And I think that's where the brands that can be authentic, in their conversations with consumers will build those brand connections that will lead to true loyalty versus just kind of like the bad ideas and the junk marketing that will be out in the marketplace”. [27:54]
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