Leveraging AI to expand creative possibilities for marketers and unlock innovative content
By Felicia Nwosu
Industry leaders in integrated marketing communications have emphasized that the future of advertising lies in the ability to blend technology, data, and storytelling to effectively navigate and communicate within an increasingly complex media environment.
As the marketing landscape continues to evolve, they stressed the need for dynamic practitioners who embrace new technologies, noting that the industry demands adaptable professionals willing to integrate technology into their strategies. Agencies must transform alongside these changes to remain competitive.
Yomi Badejo-Okusanya, Lead Partner at CMC Connect LLP, highlighted the critical need for public relations (PR) professionals to adopt technological advancements and data-driven strategies, especially amid potential budget cuts. He pointed out that during financial constraints, organizations often reduce PR budgets, and to remain relevant and successful, PR practitioners must innovate with a focus on two key ingredients: technology and data.
“Innovation is essential for survival. Technology, including the use of artificial intelligence, and data are crucial for our business. The media landscape is continuously changing, and PR practitioners must stay on their toes. Technology cuts expenses by half and allows for remote operations,” he explained.
Badejo-Okusanya emphasized that while storytelling remains at the core of PR, effective storytelling now relies heavily on data. “To tell a compelling story, you need data. Numbers don’t lie, but they can be manipulated. We need to be data-driven and more analytical,” he added.
He also discussed the evolving role of technology in PR, citing how advancements, particularly AI, can support—but not replace—the art of storytelling. He noted that technology not only reduces costs but also enables remote work, a trend accelerated by the COVID-19 pandemic.
Udeme Ufot, Co-founder and Group Managing Director of SO&U Limited, addressed the significant shifts in the marketing landscape and the growing influence of artificial intelligence (AI) on the industry. According to him, the marketing communication space is undergoing profound changes that require professionals to adapt quickly.
“We live in a world without media borders. Marketers can now engage with consumers from anywhere, and the media landscape has evolved dramatically. Traditional media is no longer the only game in town; individuals themselves are becoming media personalities. This shift has transformed how we think about media and communication,” Ufot said.
He highlighted the convergence of digital and traditional media as a critical trend, noting that the distinction between traditional and digital agencies is fading. Ufot emphasized how AI is expanding creative possibilities for marketers, stating, “Agencies that cling to either extreme are at risk. The future lies in the integration of both digital and traditional practices. AI is unlocking innovative content formats like branded games and enabling marketers to achieve more with less. It’s not just about digital platforms anymore; AI is becoming a crucial tool in optimizing brand performance and communication activities. If properly utilized, AI can help professionals create dynamic content and streamline operations.”
Otis Ojeikhoa, renowned experiential marketing expert and Founder/CEO of Brands Optimal, discussed the transformative role of AI in the experiential marketing industry. According to Ojeikhoa, AI has significantly enhanced how experiential marketing campaigns are designed and executed, particularly following the COVID-19 pandemic.
Despite these advancements, Ojeikhoa emphasized that AI is not a replacement for human creativity but rather a tool that complements and enhances it. He noted that AI technologies such as machine learning and natural language processing have enabled marketers to create more personalized and engaging experiences.
“AI supports our creative processes by providing data-driven insights and automation, but it’s the human touch that brings creativity and emotional connection to our campaigns. AI has been a game changer for experiential marketing. The integration of AI into our practice has opened up new creative possibilities and allowed us to achieve more with less. AI can analyze data, predict consumer behavior, and automate processes—this has been crucial in optimizing marketing efforts,” Ojeikhoa explained.
He also highlighted how AI-driven insights allow marketers to better understand consumer needs and adjust strategies in real time, facilitating innovative content formats such as interactive branded games that both entertain and drive brand loyalty. Ojeikhoa noted that AI has improved the efficiency of experiential marketing campaigns by quickly analyzing large amounts of data, identifying trends, and uncovering opportunities that may have otherwise gone unnoticed.
Looking forward, Ojeikhoa expressed optimism about the continued integration of AI in experiential marketing, predicting that as AI technology evolves, even more sophisticated applications will emerge, further enhancing the ability to create memorable and effective marketing experiences.
RECOMMENDED ARTICLES
Comment
No comments found.