Sewraj urges marketers to embrace AI for enhanced creativity
By Felicia Nwosu
In today’s rapidly evolving marketing landscape, Artificial Intelligence (AI) is transforming the industry in profound ways. Preetesh Sewraj, Chief Executive Officer of Loeries Africa and the Middle East, made this assertion during the 2024 MARKETING EDGE Annual Summit. The theme of the summit was “Tech Acceleration: Integrating AI Without Sacrificing Human Creativity” and “From Insights to Impact: The Future of Marketing”.
Making his contribution via Zoom, Sewraj discussed, extensively, the evolving landscape of marketing. The brand evangelist emphasized that Generative AI should be embraced as a powerful tool that enhances marketing capabilities and improves customer experiences, rather than feared as a disruptive force. He outlined five key insights to help marketers effectively integrate AI into their strategies.
Firstly, he noted the exponential growth of data and the need for marketers to harness untapped resources, highlighting the challenge of leveraging AI to process the right data for impactful marketing. He maintained that AI will process data at a level that surpasses human ability, enabling marketers to deliver more personalized and targeted campaigns
Secondly, Sewraj emphasized the importance of training AI with quality data, reiterating the principle of “Garbage In, Garbage Out.” He cautioned that the effectiveness of AI relies heavily on the accuracy of the data it is fed, urging marketers to implement robust data quality plans to avoid biases and irrelevant messaging.
Addressing the necessity of AI in modern marketing, the accomplished content strategist pointed to research indicating that early adopters gain a significant competitive advantage. He acknowledged the efficiency and optimization AI brings to marketing campaigns but advised marketers to remain vigilant about data privacy and the potential impact on creativity.
The local content advocate reassured traditional marketers that human creativity is not at risk of being replaced by AI; rather, AI serves as a supportive tool that amplifies creativity. He cited Volkswagen’s recent campaign as an example of how technology and AI can be creatively integrated without sacrificing the human touch, underscoring the importance of uniqueness in successful marketing.
He therefore called on Nigerian brands to leverage AI immediately, warning that delay will only widen the competitive gap. He urged brands to allocate budgets for AI tools and invest in testing to capitalize on the opportunities presented by AI. “The future of marketing is AI-powered, but human creativity will remain its soul.”
The Leories CEO concluded by emphasising the necessity of integrating AI into marketing strategies to unlock new levels of efficiency, personalization, and consumer engagement.
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