Welcome to the latest Marketing Briefing for Digiday+ members! It’s delivered via email every Tuesday at 10 a.m. ET. For more from the series, click here.
As we reach the end of 2023, we can’t help but reflect on the eventful year it has been for marketers. The uncertainty of the economy, inflation, privacy concerns, and technological advancements like AI have presented challenges for marketers. In our next Marketing Briefing, set to be released on Jan. 2, we will delve into the emerging market forces for 2024.
Recently, ChatGPT celebrated its first anniversary. Over the past year, the adoption and usage of AI in marketing have experienced rapid growth, with major brands such as Coca-Cola leading the charge. The impact of generative AI cannot be overlooked as we analyze the trends that have shaped this year.
“In 2023, we saw the marketing landscape transformed by generative AI, offering unprecedented personalization and creative potential,” said Jessica Berger, svp of innovation at Publicis Media in an email. “We saw brands use AI to design personalized shoes, curate and generate music playlists – and even an ad campaign with AI-generated graphics and slogans that dynamically adapted to real-time audience reactions, showcasing a new level of engagement.”
Berger also highlighted the emergence of AI influencers and the potential they present for AI marketing.
However, the use of AI in marketing has raised ethical and transparency concerns that will likely continue in 2024 as generative AI becomes more prevalent.
The X (formerly Twitter) drama unfolded throughout 2023 as advertisers left the platform. The strained relationship between advertisers and the platform has been well-documented, with media buyers expressing skepticism about its necessity. Owner Elon Musk’s recent comments have only contributed to the platform’s challenges, and it’s unlikely that marketers and agency execs expect the demise of X will cease in 2024.
Despite the challenges with X, advertisers have shown a growing interest in experimenting with new, up-and-coming social platforms. Liz Cole, chief social officer at VMLY&R, highlighted the increasing willingness to launch on new social platforms and the debates surrounding their potential.
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