WFA urges professionals to adapt to tech for better execution

By Felicia Nwosu

Industry leaders at the recently concluded World Federation of Advertisers held by Marketer Week in Toronto have highlighted the transformative potential of artificial intelligence (AI). The urged marketing professionals to adapt their strategies to leverage this technology for improved marketing execution.

Jonathan Adashek, IBM’s Senior Vice President, Marketing and Communications, a keynote speaker at the event, emphasized the importance of embracing AI positively. He noted that AI can be a powerful tool for marketers, enabling them to deliver more personalized and effective campaigns.

The notable IBM’s Senior Vice President pointed out that many companies are still hesitant to deploy AI, with 40% of businesses not yet utilizing this technology. He identified key barriers to adoption, including the skills gap, data complexity, and trust issues. The business leader predicted that 2024 will be a pivotal year for overcoming these challenges and encouraged marketers to build trust in AI by promoting transparency, ensuring data privacy, and demonstrating the technology’s reliability.

He urged them not to be afraid of AI but see it as a positive force and encouraged marketers to focus on delivering results, as better brands are those that achieve measurable success.

He highlighted how consistent messages reinforce each other over time, helping consumers recall brands and slogans even decades later, while noting that establishing an emotional connection with consumers is another critical element he mentioned.

Stephan Pretorius, Chief Technology Officer at WPP, echoed these sentiments, noting that AI excels at tasks where humans are less efficient, such as processing large amounts of data and maintaining consistency. “Humans are not efficient, nor consistent, and they can’t process large amounts of data. So let’s use machines for those things and use humans for things we are great at,” Pretorius said. He emphasized that marketers must become more sophisticated and intelligent in their approach to harness the full potential of AI.

Speakers at the event underscored the need for brands to continuously reinvent themselves to stay relevant to new generations. They urged marketers to be bold, take risks, and experiment with new strategies. They highlighted that the most powerful brands are those that help people express their identity and have a clear point of view about the world.

The event concluded with a call to action for marketing professionals to embrace AI, adapt their strategies, and build trust in the technology. By doing so, they can enhance their marketing efforts, deliver better results, and remain competitive in an evolving digital landscape.


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