Artificial Intelligence is one of the main topics when it comes to the future of business, and more than in any other field, its rapid progress is reflected in marketing.

Is AI a scary bogeyman, a tool of immense utility, or something in between? What is certain is that each of us needs to constantly stay informed and follow the world’s biggest technological trends because those who adapt first and best achieve the greatest success.

In this text, we will focus on the relationship between AI and marketing, as well as what that means for marketing professionals in Serbia and their audience. So, let’s begin!

How AI is Changing Marketing Strategies?

A Deloitte Digital study found that three out of five main company goals regarding AI technology implementation are marketing-related goals.
A Conference Board study shows that 87% of marketers have used AI or experimented with AI tools, and 68% of marketers use AI in their daily work.
82% of marketers from the same study believe that AI technology will lead to increased productivity, improve learning and development, and bring more revenue to businesses.

The impact of AI technology on strategic planning is such that there is simply no planning without considering this technology and its impact on business development.

However, we are not talking about the most obvious AI tools like ChatGPT or Midjourney here, but rather a somewhat more advanced implementation of artificial intelligence into a company’s daily operations.

Marketing Areas Where AI is Used Most

Since we concluded that marketing is somehow the most “affected” by the rise of AI technology, let’s see exactly which areas within the marketing sphere rely most on artificial intelligence.

Automation

AI is currently perhaps most useful in task automation such as data analysis, customer segmentation, creating personalized content, and social media content.

This automation significantly simplifies and speeds up processes, allowing marketers to focus on the strategic aspects of their campaigns while reducing time spent on manual actions.

Advanced Analytics

Marketers are now massively using artificial intelligence for data-driven decision-making. Although using data to improve campaigns is not new, AI is here to significantly increase their efficiency.

And why wouldn’t it, when with the help of AI technology, marketers can analyze vast amounts of data that provide better insight into consumer behavior, their preferences, and trends, enabling more precise targeting and better ROI.

Personalization

AI-driven algorithms now enable existing and potential customers to have completely personalized experiences.

By analyzing user data, AI tailors content, ads, and recommendations, creating a more engaging and personalized user experience.

Customer Support

Chatbots and virtual assistants based on artificial intelligence play a key role in interacting with consumers in real-time, providing personalized recommendations, answering queries, and guiding users through the purchasing process.

Although customers still prefer communicating with real people, AI helps sort queries and offer answers to the simplest questions, while live customer support agents then take over the process for more demanding inquiries.

Experiential Marketing

We must not forget experiential marketing, which brings a completely new dimension to physical marketing, and with technologies such as AI, AR, and VR, represents a great opportunity for forming and strengthening relationships with consumers.

Interactive activations are the key to attracting attention, and gamification is the key to retaining that attention. Digital marketing is an aspect of marketing that brands must constantly improve, and experiential (immersive) marketing is one of the biggest opportunities for raising brand awareness among the audience.

What AI (Still) Cannot Change?

Although AI is still learning – and we have yet to see everything it has learned – it still cannot replace humans, at least not in the aspects of strategy and planning.

Artificial intelligence is currently of great help when it comes to repetitive, daily tasks that consume a lot of time, speeding up processes and improving their efficiency so that marketers have more time for innovation and improvement.

Although only 4% of marketers believe that the expansion of AI technology will not reduce the number of jobs in marketing, those jobs are actually the ones that require the lowest qualifications.

Interdisciplinary experience is still irreplaceable, so marketing professionals have no reason to worry if they constantly improve themselves and possess skills that few others can offer!

Brand Activations and AI Technology

365 Lab’s narrow specialty is interactive activations, as well as the development of state-of-the-art devices and applications that push the boundaries of experiential marketing in our market.

Our portfolio also includes AI devices, such as Sketch Bot and AI Trident, which use artificial intelligence in the best way to enable the best experiences for our clients’ audiences.

Whether it’s custom scenarios and unique AI avatars or portraits drawn by a robot in less than a minute, this technology helps us go a step further with our products. Innovation is what makes us not only a competitive business but also a leader in our niche!

And we are not saying this just to brag, but to illustrate how important it is to recognize global trends of wide impact in time, learn about them, and implement them in your market.

Why is 365 Lab the Ideal Partner for Your Brand Marketing Strategy?

If brand activations are not yet part of your marketing strategy, now is the right time to find a place for them! Here is what our clients cite as the key benefits of original brand activations:

Differentiation from the competition
A creative “extended arm” of existing campaigns
Positive emotions that consumers associate with the brand
An addition that makes a difference in retail marketing
Encouraging the audience to create UGC (user-generated content) on social media

All in all, when well-planned and complemented by other aspects, interactive activations work wonders for a business’s brand marketing.

365 Lab is here to be a reliable partner who will not only devise and create the best activations for your brand but also ensure execution and quality standards at all your events!

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AI and Marketing in Serbia – Myth vs. Reality?