Sarah Araigy, Marketing Consultant.The world of advertising is going through a dramatic development. Thanks to artificial intelligence (AI), new ideas are shaping how brands are connected to consumers and how consumers are becoming part of brand trip.
Today, staying ahead in advertising means utilising what AI can do now, but also guessing what it will do next. From individual advertising experiences to clever use of behavioural data, AI is unlocking new methods to measure success, increase campaigns and push creative boundaries.
Small businesses and global powerhouses are equally promoting performance, accelerating targeting and embracing AI to create more relevant and attractive campaigns.
Targeting with AI keeps consumers loyal
Beyond personalising recommendations, streaming giants tailors content marketing at an individual level.
Netflix is a standout in the AI revolution. AI-operated algorithms decide which artwork, trailer and copy are most likely to attract a specific user, which greatly improves clicking rates and content engagement. This hyper-personalisation does not only keep users to see that it keeps them loyal.
Amazon offers another compelling case. Its recommendation engine is responsible for more than 35 per cent of its revenue, using AI to analyse previous purchases, browsing habits and relevant behavior.
On the advertisement front, Amazon’s DSP uses real-time bid and provides the audience to serve hyper-packed advertisements on the web, giving them access to brands. Add dynamic pricing and AI-optimised logistics, and Amazon becomes an end-to-end case study in AI-interested commerce.
P&G, typically known for being a very traditional brand leader, has , has made significant strides in integrating AI into its marketing operations. Its AI-powered “Olay Skin Advisor” tool scans a user’s face to assess skin age and provide personalised product recommendations – bringing a new level of intimacy to consumer-brand interactions. P&G also uses AI to generate ad copy, predict trends, and optimise media buying, demonstrating that even legacy brands can lead in the digital age.
What should we expect beyond AI?
While some fear AI may erode the creative essence of advertising, the reality is the opposite. AI enables teams to test more ideas faster, generate content at scale, and make real-time adjustments based on performance. It doesn’t replace creativity,it amplifies it. From chatbots offering seamless customer experiences to AI tools that analyze campaign sentiment or predict consumer trends, the modern advertising toolkit is expanding rapidly.
Brands that successfully integrate human insight with machine intelligence are gaining a critical edge: they deliver smarter campaigns, more relevant experiences, and measurable business impact. As the landscape continues to evolve, marketers must move from experimentation to integration. The future of advertising belongs to those who can adapt, learn, and lead with AI.
AI is not as a threat, but one of the most powerful tools for our industry, don’t you think so?
By Sarah Araigy, Marketing Consultant.
