Unlocking the Power of AI in Marketing: Insights from Unscripted Tech

January 2, 2024

In a world where technology is evolving unprecedentedly, staying ahead of the curve is essential for businesses looking to thrive. One area that has witnessed a significant transformation in recent years is marketing, and at the forefront of this revolution is the integration of artificial intelligence. 

In a thought-provoking episode of the Unscripted Tech podcast with guests Dulce Contreras, Head of Regional Development & New Business for Globant Create LATAM, and Sebastian Vedsted Jespersen, CEO and founder of Vertic – a Globant company, host Rebecca Reed, Content Strategist at Globant, takes listeners on a journey to explore how AI is reshaping the marketing landscape and how companies are using AI tools for marketing. Here are some of the key takeaways from the conversation that took place in Episode 5: The AI revolution in marketing.

Both guests admitted that using AI for marketing has undeniably transformed marketing practices, redefining how businesses connect with their audiences. Gone are the days of one-size-fits-all marketing campaigns and static content. Instead, AI enables marketers to create personalized, dynamic, and highly engaging customer experiences.

According to Dulce, “Through AI and through getting better around how we analyze, for example, user’s feedback about our services or products and how we build content and how we build all these, you know, like consultants or assistants that you can reach and that you can have a better or more human-like response with obviously with voice, AI, that you can make someone talk to you in a more smooth way, a personalized way.”

Drawing a parallel with the evolution of the Internet in marketing, Sebastian emphasizes how many of the promises made by the marketing industry regarding AI were based on technology that was either not a genuine language model or not readily accessible to businesses. However, a game-changing shift has occurred with the launch of ChatGPT, making a meaningful AI tool widely available. This transformation prompts a crucial question: Is AI akin to discussing whether you use the Internet in marketing? His answer is clear – AI should not merely be an option but a fundamental presence in all aspects of marketing, reshaping how businesses connect with their audiences and personalize their strategies.

One of the most exciting developments discussed in the episode is predictive analytics and how AI-driven algorithms can sift through historical data to identify trends, enabling marketers to predict future consumer behavior accurately. With these insights, marketing campaigns can be fine-tuned to target the right audience at the right time.

Sebastian highlights that AI is an excellent opportunity for brands to create a more entangling relationship that the user would find meaningful. Dulce adds that AI in marketing has been present in different forms for a while. Social media is one of the leading aspects we’ve seen daily. And especially here, there are exciting advancements in terms of how we are integrating AI to create more or increase customer engagement.

Throughout the podcast episode, the guests emphasize adopting AI-driven strategies in today’s marketing landscape, helping brands and businesses gain a competitive edge and build better relationships with their customers and consumers. 

Tune in to listen to the rest of the episode here.

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Globant's Create Studio combines digital sales and marketing to build transformative experiences that connect people and brands in meaningful ways. By combining the power of technology, data, and creative minds, we offer a full-funnel comprehensive approach that addresses every aspect of digital marketing.