AI is evolving with tools that are redefining the marketing ecosystem – Okeke

By Abimbola Mohammed

Emeka Okeke, Managing Partner and Group CEO, MediaFuse-Dentsu Nigeria, has said that Artificial Intelligence (AI) is reshaping the landscape of marketing communications in an era where businesses are seeking smart ways to connect with their target audience. He added that AI can help analyze vast amounts of data in real-time providing insight that drive informed decisions.

Mr. Okeke made this known at the just concluded webinar called ‘Innovention Roundtable Series’, an initiative of Verdant Zeal Group, with the theme “Artificial Intelligence and the Future of Marketing Communications”. The event was held via Zoom.

According to the group CEO, Artificial Intelligence evolved within a short period of time with a lot of tools that are redefining the marketing ecosystem, and cut across productivity, video, core marketing, Chatbot, design and writing.

His words: “Artificial Intelligence is a computer system that can perform tasks that humans will originally do. The four main tasks that really make it artificial in the sense that it is trying to mimic human intelligence, the intelligence around the visual perception of things, speech recognition, decision making, and language translation.

“Some of the trends in marketing today where AI is impacting are the frontiers of marketing which includes predictive analysis, video creation and production, better audience segmentation, efficiency, teaming, personalization and voice search optimization.”

He mentioned that even though what AI does is to help enhance productivity, some marketers frequently ask a question like “will AI replace marketing?”, which is a valid question because one can get scared of what they don’t understand about its functionalities. But in his opinion, AI is going to replace neither marketers nor humans; rather it will help productivity, big data, algorithm, insight, and many more.

Speaking on one of the common tools that marketers or people generally are familiar with when talking about AI, he said: “Today, when we speak about AI what really comes to mind is the latest kid in the block which is ChatGPT. But ChatGPT is just one out of hundreds of tools available for marketers to navigate through the space with. The current status of the emergence of generative AI tools such ChatGPT has already impacted the way in which people work and at an unprecedented pace and scale.

“Notwithstanding these excitement generative AI is still developing and yet to reach maturity stage. Generative AI is a powerful collaborator when compared to previous technology shifts, it requires diligence and awareness of its potential to navigate and deliver excellent and sustainable growth.”

The media expert, while touching on how AI tools are refining some sector in the marketing communication ecosystem, said the Out-of-Home industry is one of the biggest beneficiaries of the goods that AI has to offer, while adding that experts in that space are leveraging and transforming how they do business with the use of AI tools.

His words: “Traditional billboards are no longer ‘one-size-fits-all’. Advertisers can now tailor their messages to a specific audience, AI facial recognition tech can analyze demographic make-up of pedestrians passing by the boards and display messages that are likely to resonate with the audience. It can optimize the timing and display of specific materials for maximum impact, Dentsu’s Live Poster services is supported and powered by relevant AI tools to deliver contextually, seasonally and audience relevant messages for brands. OOH advertising is now more accessible to small businesses by lowering cost through campaign optimization, and AI facilitates dynamic messaging thus enabling businesses to get the best value out of their OOH advertising spend.”

Clearing the misconception and myths surrounding AI functionalities, Mr. Okeke said: “There are misconceptions about AI and some of them are; machines learn by themselves, that machines are more objective than humans, that machines can learn and evolve on themselves and that human beings will be replaced by machines. In fact, it’s technologies that need humans to operate. Technologies that need humans to make decisions are not seen as AI, technologies that need humans to control functionalities are not by implication or functionality AI, and finally, technologies that rely on algorithms to function are not also AI.”

“In some instances there are tiny lines, but in my view the core difference is that Artificial Intelligence can learn from its experiences while non-AI technologies cannot improve themselves without human interference to control them, make decisions, control their functionalities, and configure algorithms designed to deliver foreseeable result,” he concluded.


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