The Fall of Social Media Marketing

In this edition of Brands Today, we look at exploring and understanding the latest trends in the market and the recent developments of AI and ML in the job market.

Transcript

1. The Fall of Social Media Marketing
3. With the recent developments in AI, ML and RPA, it is impossible not to notice their impact on modern society. Whether you're a large organisation or a startup, reliance on AI for the success of your company is imperative. Issue 27 | 234 Katie Noakes Editor-in-Chief But how much is too much? Has AI already started to make certain jobs redundant, or are people not able to capitalise on its significant strengths? Adopting AI and ML has made lives easier, to the point where mundane jobs or jobs that require people to be creative are now slowly walking the path of obsolesce. In this edition of Brands Today, we look at exploring and understanding the latest trends in the market and the recent developments of AI and ML in the job market. Editor’s Note The Team Jay Reddy James Pringle Galvin Jamie Fiona James Kate Hooper Eva Morris Jim Cooper Edwin Martin Roger Moses Nancy Louis
4. Rise of AI - Here’s how to use AI to maximise business growth Cover Story - The fall of social media marketing The Trans-Atlantic Battery Race 07 Is the metaverse still relevant? 15 21 29 Table of Contents Editor's Note The Trans-Atlantic Battery Race Sudden Growth of Print Media Is the Metaverse Still Relevant? Piotr Babieno The Transparency Paradox Rise of AI A New Way to Shop Cover Story - The Fall of Social Media Marketing Home Depot takes Kids Workshops to the Metaverse on Roblox Pepsi Unveils Its New Logo Liquid Death makes its way to the NBA Denny's New AR Menu Ushering the Age of Modular Laptops The Job Marketing and Generative AI Data is Still The King How to Achieve Actionable Insights? Brand Quiz Answers to Brand Quiz 03 07 13 15 18 20 21 28 29 33 35 36 40 41 46 51 54 56 64
5. Liquid Death makes its way to the NBA 36 Ushering the age of Modular Laptops 41 The Job Marketing and Generative AI 46 Data is Still the King 51 Table of Contents Editor's Note The Trans-Atlantic Battery Race Sudden Growth of Print Media Is the Metaverse Still Relevant? Piotr Babieno The Transparency Paradox Rise of AI A New Way to Shop Cover Story - The Fall of Social Media Marketing Home Depot takes Kids Workshops to the Metaverse on Roblox Pepsi Unveils Its New Logo Liquid Death makes its way to the NBA Denny's New AR Menu Ushering the Age of Modular Laptops The Job Marketing and Generative AI Data is Still The King How to Achieve Actionable Insights? Brand Quiz Answers to Brand Quiz 03 07 13 15 18 20 21 28 29 33 35 36 40 41 46 51 54 56 64
7. The Trans-Atlantic Battery Race Neha Palmer is no ordinary technology entrepreneur - she's in the business of predicting the future. As the founder of TeraWatt Infrastructure, a startup unicorn based in San Francisco, she's making a bold bet on the idea that electric vehicles will become ubiquitous in the not-so-distant future and that companies across industries will need to charge them. Palmer's strategy is to identify where to build charging infrastructure today, even though it may take years to realize returns to meet the future demand. The potential for growth in the electric vehicle market is staggering. The US government has set ambitious targets to cut pollution from buses, trucks, and vans by more than 50% by 2045, requiring a massive increase of zero-emission vehicles on the road. Electric trucks, in particular, are an attractive target, as they account for nearly 10% of US greenhouse gas emissions. However, investing in charging infrastructure before many of these vehicles are even manufactured is a daunting task. Despite the challenges, Palmer's vision and determination to create a sustainable future are truly impactful. TeraWatt, the innovative San Francisco-based startup unicorn, is leading the charge in predicting and meeting the future demand for electric vehicles (EVs). Leveraging advanced technologies, the company is analyzing zoning maps, highway usage data, and government incentives for electrification, including California's ambitious zero-emission goals for trucks and vans, which aim for total electrification by 2045. TeraWatt's visionary approach involves working closely 07
8. with electricity providers to determine the most feasible locations for building charging infrastructure. The company recognizes that charging an EV requires enormous power and is committed to identifying places where this can be done easily, potentially at a scale equivalent to that of a small town. By proactively addressing the infrastructure challenge, TeraWatt is paving the way for a cleaner, more sustainable future. Sometimes the selection process is more organic. “You know in your bones when you’re standing on the corner, and you see the traffic coming through,” Palmer says. “You know it’s a good location.” TeraWatt has built stations in 19 states and also acquired real estate for seven charging sites along freight-heavy Interstate 10, connecting California’s busy Port of Long Beach, next to Los Angeles, with El Paso, Texas, on the Mexico border. The race is on to establish a foothold in the charging station market for the anticipated future surge in commercial electric fleets of cars, vans, and trucks, and TeraWatt is at the forefront of this land grab. With private companies committing over $16 billion towards building charging infrastructure for fleets and private cars in North America within the next ten years, the stakes are high, according to Atlas Public Policy. In addition to their charging station plans, TeraWatt is also pursuing the development of networks of fleet chargers along key freight routes on both the East and West Coasts of the United States. Other industry players, such as truck stop operator Pilot Company, have partnered with General Motors and Volvo to install thousands of truck-charging stations across the US, while TravelCenters of America has announced plans to add 1,000 such stations by 2028. Meanwhile, a group of nine utilities spanning three western US states has outlined 27 charging station locations for medium 08
9. and heavy-duty vehicles along Interstate 5, with a testing site in Portland having opened in 2021. As the competition heats up to secure a foothold in the charging infrastructure market, TeraWatt's ambitious plans and strategic vision position them as a key player to watch in the coming years. Governments worldwide are ramping up their efforts to incentivize the adoption of zero-emission fleets and infrastructure, with last summer's Inflation Reduction Act leading the charge. The legislation offers substantial funding and tax incentives to businesses investing in electric vehicles, further highlighting the global push towards sustainability. Additionally, recent reports suggest that California and other states may soon receive special permission from the Feds to establish stricter truck emissions standards. Despite the growing demand for electric vehicles, industry experts continue to grapple with the challenge of creating an adequate charging infrastructure. As electric vehicle adoption rates continue to rise, many fear the issue of limited charging stations may hamper further growth. Recently, a Daimler Truck North America executive cited concerns from customers who were once excited about purchasing large battery-powered trucks but have since backed away due to concerns about charging accessibility. As the world turns towards cleaner and more sustainable transportation options, the need for robust charging infrastructure is more crucial than ever. Government policies and industry advancements must work in tandem to address these challenges and promote the growth of electric vehicles worldwide. Electric vehicles are making significant strides in the commercial sector, with industry giants like Tesla, Amazon, and General Motors investing heavily in the technology. Tesla's battery-powered Semi, with a claimed 500 miles of range, finally hit the market after a four-year delay, and the company plans to build 50,000 by 2024. Meanwhile, Amazon is using Rivian trucks for its deliveries, although it has only purchased a fraction of the vehicles it had initially promised. Other established automakers like Ford, Daimler, and Volvo have also made headway in the electric commercial vehicle market. However, despite the growing demand for electric vehicles, there are still concerns about their practicality for long-haul travel, and it remains unclear how quickly commercial fleets will transition to electric vehicles. The limited range of plug-in trucks means that they are currently only suitable for local deliveries, which could hamper demand for extensive charging infrastructure along highways. As such, building a nationwide charging network could be a riskier proposition, and businesses may need to consider alternative zero-emission technologies. While commercial electric vehicles are undoubtedly on the rise, industry players must address the practical challenges surrounding range and charging infrastructure to promote further growth. A comprehensive approach that takes into account technological advancements, government policies, and consumer demand will be crucial in shaping the future of the commercial electric vehicle market. One challenge facing the widespread adoption of fully electrified long-haul trucks is the cost and weight of the large batteries required to move them. As a result, alternative technologies like hydrogen fuel cells and liquified natural gas are still in the race to develop zero-emission freight options. Furthermore, building the necessary infrastructure to support electric trucks, such as high-capacity charging stations, can take years and tens of millions of dollars in upgrades, as well as require long-term capital planning by government agencies. Despite these uncertainties, experts advise making significant plans now for building charging infrastructure. For example, in Oregon, Daimler and Portland General Electric have built a truck-charging station to test and study the best ways to charge large vehicles. This type of experimentation and planning is crucial for solving the challenges of building truck-charging infrastructure. 07 09
13. 13 The Sudden Growth of Print Media Don’t count Print Media out just yet. In today’s world, where screens seem to be occupying our lives, print media has been putting up a fight! A sizzling new report by TAM Media Research, aptly titled 'Rewinding 2022 for Advertising in Print', talks about the latest growth and trends in print media. As always, the service sector is the most significant contributing factor, snatching up the largest slice of the advertising pie with an overwhelmingly positive 16% share. Not too far behind, the education sector flaunted its prowess with a respectable 14% share of the ad volume. But wait, it gets juicier! In the battle of the heavyweights, the cars and properties/real estate categories emerged victorious, each claiming a tantalizing 5% share of the ad space. While most countries and brands compete in the digital space, spending millions upon millions, India still remains tethered to the old fashion ways. The sudden rise in print media and companies still focusing on advertising in print shows the actual impact of technology has. While the majority of the Indian youth prefer spending more time on their numerous device screens, there is still a large chunk of the population that prefers print media as their primary source of information. The top dogs of the Indian advertising arena are still choosing to pour a large part of their advertising budget into print media and for good reason too! The sultry allure of jacket-full page advertisements proved irresistible to advertisers, becoming the most preferred ad position. Sales promotion advertising cleverly covered a steamy 32% of the ad space in print, seducing readers with irresistible offers. Throughout the calendar year, an astounding 1.85 lakh brands tantalized and teased consumers with their captivating print campaigns.
14. 14 Companies like SBS Biotech, the mastermind behind the beloved Dr. Ortho brand, cunningly secured the top spot among advertisers. Hot on their heels, Maruti Suzuki India revved up the competition, claiming a well-deserved second place. Meanwhile, the unstoppable Fiitjee and the prestigious Maruti car range dominated the print landscape as the top brands. Even in the retail space, companies like Jewellers stole the spotlight with an awe-inspiring surge in pure ad volume growth. They shimmered and sparkled, captivating the hearts of consumers. Patanjali Wellness Ltd and the highly anticipated LIC-IPO took centre stage as the crème de la crème of exclusive advertisers and brands, leaving us yearning for more. Now, brace yourself for the pièce de resistance! Deepavali-themed ads set the stage ablaze, commanding a jaw-dropping 45% share of the ad space in print. As the year unfolded, the pulse of print advertising quickened with each passing quarter. The tantalizing fourth quarter took the crown, boasting a staggering 22% ad volume growth compared to the timid first quarter. In October 2022, print media saw increase instead of growth with a stark 14% share of ad volume, while November 2022 with the lowest share at only a meagre 6%. Print media advertising in India experienced a remarkable surge in 2021, with ad spending soaring by an impressive 39% to reach ₹16,595 crores compared to ₹11,925 crores the previous year, as highlighted in the captivating Pitch Madison Advertising Outlook Report 2022. This tremendous growth shows no signs of slowing down, as the report predicts a further expansion of 13% in 2022, projecting the segment's value to reach ₹18,750 crores. Such a significant rise in ad spending demonstrates print media's enduring relevance and effectiveness in India's advertising landscape. What makes this achievement even more astonishing is that the share of print media in India's overall advertising expenditure (adex) last year stood at a remarkable 22%, surpassing all other countries across the globe. When compared to the global average of 5%, it becomes evident that India has a profound appreciation for the power and impact of print media in delivering effective advertising messages to the masses. The success story of India's advertising industry extends beyond print media alone. In 2021, the overall advertising expenditure across various media channels witnessed a remarkable growth of 37%, soaring to a staggering ₹74,231 crore. This surge can be attributed to the significant contributions made by fast-moving consumer goods (FMCG) companies, e-commerce giants, and the emerging new-age firms. These industry sectors have recognised the importance of strategic advertising campaigns to effectively engage and captivate their target audiences. Looking ahead, the future appears incredibly promising for India's advertising landscape. The Pitch Madison Advertising Outlook Report 2022 forecasts a remarkable growth of 20% in the total advertising expenditure for 2022, with a projected value of ₹90,000 crore. This further emphasizes the enduring significance of advertising across various media channels and reaffirms the confidence of businesses in leveraging the power of advertising to fuel their growth and success. As India continues to witness exponential growth and economic development, the advertising industry remains an essential pillar supporting businesses in their quest for brand recognition, customer engagement, and market dominance. The increasing ad spends in print media and overall advertising expenditure are clear indicators of the industry's vitality and its ability to adapt and evolve in the face of a dynamic and ever-changing market.
15. Notes from the Metaverse is SRI’s look at the companies, people and trends shaping a brand-new world. In this article, Jay Hussey, SRI's President, Global Executive Search considers the future of the Metaverse. Remember where you were in October 2021? That’s when Mark Zuckerberg announced a corporate name change and his bold plan to build the next digital frontier, the Metaverse. Just 3 months later, Microsoft announced its intention to acquire videogame maker Activision Blizzard for the jaw-dropping price of $68.7 billion. Central to Microsoft’s investment thesis: Acquiring a launchpad into the Metaverse. Fast forward to December 2022. Meta’s stock has dropped by more than 60%, and over 11,000 employees have been dropped from the company payroll. Meanwhile, the US Federal Trade Commission has filed an antitrust suit to block Microsoft’s takeover of Activision Blizzard, throwing a significant spanner into their Metaverse ambitions. While most new technology hype cycles move fast, this one has turned faster than a carton of milk in a hot car all day! In a year, the Metaverse has gone from “the next big thing” to a punchline on late-night TV chat shows. Still, to paraphrase Mark Twain, the news of the Metaverse’s demise may be somewhat exaggerated. Like so many disruptive technologies, this one will not be as quick to mature as the initial spinmeisters promised but look a little closer, and you’ll see plenty of signs of life. In the crucible of the pandemic, sports teams and leagues around the globe ramped up their search for new ways to engage their fans and to move beyond the confines of stadium capacity and traditional media viewership. For these rights holders, the Metaverse offers enormous promise. A recent report published by London-based research and advisory firm Enders Analysis states that of all the industry sectors they’ve investigated, “sports organizations are the closest to solving the creative problem of what people will actually do in the Metaverse.” They point to sports simulation Is the Metaverse still relevant? The Metaverse of Sports 15
16. 16 videogames like Electronic Arts’ Formula On2 ‘22, FIFA ‘23, and NBA 2K23 that are building deeper and broader immersive sports experiences. The Enders report sees a short leep from these products to ones that allow fans to engage in curated virtual spaces and interact with other fans, players, team management/coaches and the like. Of course, where there are new communities of dedicated fans, there will also be sponsors and merchandise vendors finding new monetization opportunities. Along with sports teams and leagues, the Enders report notes the progress that sports broadcasters and making in blazing a trail to the Metaverse. The Brooklyn Nets, for example, have created a “proof of concept” 3D video production system that will ultimately allow for the layering of virtual and interactive elements into their live broadcast feeds. Meanwhile, Hollywood continues to invest in Metaverse projects. Since rejoining Walt Disney as CEO in November, Bob Iger has reiterated his argument that virtual technologies are the “new frontier of storytelling.” In fact, during his brief hiatus from the CEO role, Iger was a board director and investor in Genies, a Los Angeles based start-up developing an “avatar ecosystem.” Look for Iger and other multi-platform media companies to continue build, buy or partner their way into the Metaverse. The Corner of Hollywood & Virtual While tech giants like Meta and Microsoft attract more than their fair share of headlines (and regulatory scrutiny), there is a raft of startups and scale-up companies with their own ambitions to colonise virtual lands. These include hardware companies like Magic Leap which are focused on enterprise AR/VR devices and software for applications in healthcare, product design, and employee training; and Decentraland, an early-stage tech company building a browser-based, 3D platform for content producers and enterprises to experiment with new virtual products and experiences. So even though the Metaverse may not be living up to the hype of all those breathless 2021 press releases, the The Metaverse Is Much More Than Meta game is really just beginning. The smart money is on the companies and executives who are finding ways to delight customers, even if in small ways, with products and services that they are more than happy to pay for. It must be underscored that the metaverse is still a set of possibilities, not a reality. There are many unknowns. How exactly the metaverse will become manifest -- who will control it, what it will encompass and how much of an impact it will have on our lives -- is still up for debate. At one end of the spectrum are those who believe the metaverse will enhance our lives, enabling experiences we could not have in the physical world. Metaverse skeptics view it as merely an extension of the digital experiences we have today but not transformative -- and potentially something worse: a magnifier of the current social media ills, including disinformation campaigns, addictive behaviour and tendencies toward violence. In a 2022 survey performed in conjunction with Elon University's Imagining the Internet Center, Pew Research Center asked 624 technology innovators, business leaders and activists about the impact of the metaverse by 2040. The response was split. According to the report, 54% of these experts said they expect the metaverse will be a fully immersive, well-functioning aspect of daily life for at least a half-billion people globally, and 46% said it would not be. Similarly, a recent survey of 4,600 business and technology leaders conducted by Accenture found that 71% of executives believe the metaverse will have a positive impact on their organization, but only 42% believe it will be a breakthrough or transformational development.
18. 18 18 We have the privilege of presenting an exclusive interview with a visionary leader who has reshaped the landscape of the gaming industry. I am Katie Noakes, the editor of Global Brands Magazine, and I am thrilled to introduce you to Mr. Piotr Babieno, the esteemed CEO of Bloober Team. Get ready for an engaging conversation that promises to provide unique perspectives and a glimpse into the future of gaming. Can you tell us about the history and founding story of your studio? Bloober Team was founded 15 years ago and since then we have come a long way. We started as a small studio that didn’t have a specific path and idea for itself. We really were just learning how to make games. However, we always knew that we wanted to tell a story. I often say that the turning point back then was when our game Basement Crawl was considered as the worst game on PS4. At times like this, you need to stop and think about what to do next. Many game developers give up at such moments, others hope that maybe the next game will be better. But we thought carefully about what we can do, what we like and what we want to create. We decided to focus on psychological horrors, where we tell stories through the environment (environmental storytelling). In retrospect, it was our best decision. Our first psychological horror was Layers of Fear and it was our great success with more than 10 million players around the world. What inspired you to start an independent gaming studio? I’ve always been a fan of games, but at the beginning of my career I was doing something completely different - e.g. worked in marketing research or as a journalist. But in the back of my mind there was the dream of creating my own game. When I had a certain amount set aside, I decided that this is the time when you need to follow your heart - together with great people, we decided to create a game called ‘’Sadness” for Nintendo Wii. Unfortunately, we recalculated our forces and production costs at that time, so the project was never released. However, a moment later, an investor appeared who wanted to start a new company with us. We were responsible for the people we had previously hired ourselves, so we decided to go along with the proposal. Bloober Team was initially supposed to be just a working name, but it stayed with us for good. What are the biggest challenges you face as an independent studio? Interview with Piotr Babieno Piotr Babieno, CEO of Bloober Team
19. 19 I would say two things. First, choose your path and stick to it. Often, especially at the beginning of the road, there are many temptations to deviate from the path and maybe do something else. And it’s no secret that somebody who tries to do everything is good at nothing. Secondly - how to create a company, an environment where people would like to work. In gaming, as we know, there is a lot of competition, so we wanted to create a place that employees wouldn’t want to leave. Because I’ve always said that the Bloober Team consists of people who create it. Over the last few years, we have significantly increased our team, and only a few employees left us. This is unique on a global scale. How do you differentiate your studio from others in the industry? Long-term strategy and people. Many companies don’t think about the distant future when planning their activities - we want to be a company for decades, not for quarters. We stick to our horror DNA all the time, skillfully evolving. Right now our long-term strategy is based on three pillars: creating psychological horror with action elements, expansion through cooperation with specialized partners and creative freedom of the team. How do you approach building a successful and dedicated team? As I mentioned, people are the most important for us. We want work to be a pleasure, not a chore, which is why we focus on freedom. We have employees all over the world and we accept all possible forms of cooperation - both in terms of the form of the contract and the form of work, from completely stationary to completely remote. Each of our employees, regardless of their position, can have an impact on the creative process. We listen to all voices and together we think about the best solutions. Since our employees are spread all over the world, once a year we try to organize an integration trip so that the whole team can meet each other. We believe that focusing on employees and their needs is the key to the success of the entire company. How do you balance creativity and commercial success in your games? We are evolving all the time. We focus primarily on unique, creative stories, but being a large company, we cannot ignore commercial and financial aspects. That’s why we’ve now started a new stage Bloober 3.0 in our history. We still focus on the important stories, but we add a lot of gameplay elements, action. We want to expand our audience, so we need to go beyond the niche. Can you discuss your studio’s approach to creating unique and immersive game experiences? Our games are a field for discussion. Bloober Team always raises important, significant topics. The ones that cause discussion, maybe controversy, but they force you to think and analyze. The players make difficult choices that ultimately tell them a lot about themselves. We use horror to convey as much emotion as possible, because horror is a highly immersive genre. This leads to emotions that, due to their intensity, purify, eliminate fear, expand the comfort zone. Especially in these uncertain times, the Katharsis process, the theme of releasing, and thus transferring relief after strong and repressed emotions, is an extremely important function. How do you stay current and adapt to the ever-evolving gaming industry? As I mentioned earlier, we are constantly evolving with the rapidly changing world. Gaming like no other industry is very fast and if you want to be on top, you can’t stay behind even for a moment, because later it’s hard to come back. We are constantly up to date with the changing trends and expectations of players. We participate in most of the world’s fairs, we often talk to other people in the industry to be up to date and know what and why is changing. What exciting projects or plans does your studio have in the pipeline for the future? According to our new growth strategy (2023-2027), we always want to have two large projects in production. Currently in development is SILENT HILL 2 with Konami and Project C - our own IP in partnership with Private Division (Take-Two Interactive). In addition, we rely on establishing many industry partnerships to diversify our portfolio. We combine our knowledge and tools with other experts to create interesting things together - for example with Platige Image we are working on a series based on The Medium, and with Anshar studios on the production of Layers of Fear. 19
20. The Transparency Paradox A new report from India suggests that customers cannot build a relationship based on trust if the influencers aren't transparent. Consumers are not fooled by influencers who lack transparency, produce monotonous content, and excessively promote products. The Advertising Standards Council of India (ASCI) surveyed of 800 individuals, revealing that meaningful partnerships between brands and influencers are mutually beneficial. Astonishingly, 64% of respondents believed that a brand becomes more trustworthy when endorsed by an influencer, while 58% felt that the influencer became more credible when endorsing a brand. Trust is the foundation of any relationship, and these findings emphasize the critical role of transparency and authenticity in influencer marketing. The council launched its influencer guidelines in May 2021 and has processed 2,767 cases against brands and influencers for not declaring material connections. A majority of the violations occurred, included Instagram at 58%, YouTube at 33%, Twitter at 7%, and Facebook at 2%. The council surveyed those between the ages of 18 and 45 or above. Between April 2021 and March 2022, the council said, it found a total of 1,592 violations which were reported in the virtual digital assets space, followed closely by personal care and then fashion and lifestyle. But between April 2022 and December this year, personal care became the biggest violator followed by food and beverage, and then fashion and lifestyle. In today's digital age, transparency and authenticity are crucial for building trust with consumers. Manisha Kapoor, CEO and Secretary General of the Council, emphasises that non-disclosure of material connections between brands and influencers are not only a potential violation of the law but also a leading cause of lost trust. The Central Consumer Protection Authority now requires such disclosures, underscoring the importance of influencers being upfront about their relationships with brands. Consumers demand transparency and accountability from influencers, and failure to comply will inevitably result in the loss of their support. Therefore, it is imperative for influencers to prioritize honesty and transparency in their interactions with their followers and partners to build and maintain trust in the digital age. The report added that 6 out of 10 respondents claimed they spent at least two hours on social media daily, while 90% of the respondents said they made at least one purchase based on influencer endorsement. But 61% claimed to have made three or more purchases. “This behaviour was particularly prevalent among consumers ranging from 25 to 44 years of age," added Kapoor. Besides established brands, newer brands benefited considerably with their products being discovered through content advertised by influencers. 20
21. 21 Rise of AI With the recent developments in AI, ML and RPA, it is impossible not to notice their impact on modern society. Whether you're a large organisation or a startup, reliance on AI for the success of your company is imperative. The rise of AI is set to continue its rapid ascent, transforming industries and reshaping the world as we know it. The past few years have seen tremendous advancements in AI technology, from natural language processing and image recognition to machine learning and autonomous systems. In the years ahead, AI is poised to revolutionize sectors ranging from healthcare to finance, manufacturing to transportation, and beyond. The technology will be leveraged to enhance the accuracy and efficiency of decision-making processes, automate mundane tasks, and improve overall productivity. Moreover, AI will enable us to tackle some of the world's most significant challenges, including climate change, disease control, and poverty alleviation. As the demand for AI applications grows, we can expect to see an increasing number of startups, tech giants, and governments investing in research and development. However, as AI continues to gain prominence, it will also bring new challenges and ethical considerations, such as data privacy, bias, and job displacement. Therefore, it is essential to ensure that AI is developed and deployed in a responsible and ethical manner that benefits humanity. The rise of AI in 2022 and 2023 is set to bring about significant changes in the world, ushering in a new era of innovation, productivity, and progress. Some Popular AI software to help push your business to new heights » » 21
22. 22 Bringing clean energy to you. www.agpglobal.com Bringing clean energy to you. www.agpglobal.com
24. 24 24 In addition to its vast knowledge base, ChatGPT is also incredibly user-friendly. The model's interface is intuitive and straightforward, allowing users to quickly and easily input their queries and receive accurate and relevant answers. This ease of use makes ChatGPT an excellent tool for busy professionals who need to quickly find information on the go. Furthermore, ChatGPT's ability to understand natural language and provide conversational responses makes it a more engaging and accessible tool for individuals who may not have a technical background or be familiar with industry jargon. ChatGPT is a powerful and versatile tool that aids in productivity by providing fast, accurate, and comprehensive answers to a wide range of questions. Its vast knowledge base, user-friendly interface, and conversational capabilities make it an invaluable resource for anyone looking to quickly and efficiently find information on a particular topic. Copy.Ai is an AI-powered copywriting tool that enables users to generate high quality content quickly and effortlessly. The platform leverages the latest advancements in machine learning to create compelling and engaging content that resonates with readers. Copy.Ai's user-friendly interface and intuitive design make it an excellent choice for businesses, marketers, and content creators who want to streamline their content creation process. With Copy.Ai, users can generate a wide range of content types, including ad copy, product descriptions, social media posts, and more. The platform's AI technology analyzes the input data, learns from it, and generates multiple iterations of copy that users can then refine and edit to fit their specific needs. This feature makes creating content that aligns with the brand voice and messaging easy. Finally, Copy.Ai is a cost-effective solution for businesses and individuals who want to save time and resources on content creation. Rather than hiring a team of copywriters, marketers, and content creators, users can leverage the power of AI to generate high-quality content in minutes. With Copy.Ai, businesses and individuals can focus on other essential tasks while producing top-quality content that engages and converts their target audience. Beatoven.AI Beatoven.ai is a cutting-edge AI music production tool that allows anyone to create professional-grade music tracks without prior experience or technical skills. With its intuitive interface and powerful algorithms, Beatoven.ai can analyze audio files and automatically generate custom beats, melodies, and harmonies in seconds. Developed by a team of music producers, engineers, and AI experts, Beatoven.ai is designed to democratize music production by making it more accessible and affordable for everyone. With its advanced features, such as key detection, chord progression, and tempo matching, Beatoven.ai can assist musicians of all levels in creating high-quality, original music. Beatoven.ai is revolutionizing the music industry by bridging the gap between human creativity and artificial intelligence. The tool's ability to generate unique compositions based on user preferences and musical inputs has opened up new possibilities for music production and composition. Whether you're a seasoned producer or a beginner, Beatoven.ai can help you unlock your musical potential and bring your creative vision to life.
26. 22 26 Looka is an AI-powered logo design platform allowing users to create professional-quality logos easily. With Looka, users can design their logos using its intuitive and user-friendly interface in just a few minutes. Looka's platform uses AI technology to generate unique and personalised logo designs based on user preferences and specifications. The platform also offers a variety of customisation options, allowing users to tailor their logos further to fit their brand's unique identity. In addition to its logo design services, Looka also provides users with various branding tools, including business card templates, social media kits, and website design tools. With Looka's all-in-one branding solution, users can easily create a cohesive and professional brand identity that will help them stand out in their industry. Synthesia.io is a revolutionary AI-powered platform that allows users to create and customize video content in minutes. With its cutting-edge technology, Synthesia.io makes it possible to generate realistic and professional-looking videos without the need for costly equipment or technical expertise. Using Synthesia.io is incredibly intuitive and straightforward. Users can choose from a wide range of templates and customize them with their own text, images, and branding elements. Once the video is complete, it can be downloaded in various formats and resolutions, making it easy to share on social media, websites, or other digital channels. One of the most exciting aspects of Synthesia.io is its potential to revolutionize how businesses and individuals create and distribute video content. By eliminating the need for expensive equipment and technical know-how, Synthesia.io enables anyone to produce high-quality videos quickly and efficiently. This democratization of video production is set to open up new opportunities for creativity and innovation across various industries. “Is artificial intelligence less than our intelligence?” - Spike Jonze
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28. 28 A New Way to Shop According to Yahoo, 80% of car shoppers are open to purchasing a vehicle online, meaning the category is ripe for an experience that caters to mobile shopping. The new AR experience sees Toyota adapting to the times with a detailed experience that consumers can take advantage of from the comfort of their garage or driveway. Using the AR lens, consumers can fully tour the car with perspectives, including walking around it, sitting in the driver’s seat, and even going on a virtual drive. Through the effort, Yahoo can provide Toyota with key consumer insights, including the popularity of specific colour choices and features, to help the carmaker plan and guide for the future, per the release. The Toyota partnership is the latest in a string of AR related promos for Yahoo. A 2021 holiday effort for Walmart included an AR version of an arcade claw game that encouraged consumers to collect virtual prizes. Yahoo also worked with Saks Fifth Avenue to develop an interactive AR selfie filter on Instagram that transports users to a Saks-inspired virtual world. Others have also capitalized on the hype surrounding augmented reality, namely Snapchat. The social media platform has partnered with a growing list of brands including Amazon, Disney and American Eagle, with the latter partnership resulting in AR American Eagle virtual storefronts that users can shop. Social media marketing has been a handy and productive tool for businesses. Over the last decade, the explosive growth of social media marketing helped businesses skyrocket. It gave birth to influencers and influencer marketing, thus, providing and creating jobs for several people while also contributing to the industry's growth overall. In recent times, however, AI has been able to automate and take care of several mundane tasks. An AR shop in full action
29. 29 The Fall of Social Media Marketing Ever since the inception of social media, companies across the globe have been flocking to it to try and expand their business. Not only businesses, but social media also gave way to the rise of a new career path, influencers. The sudden boom in social media also helped innovators build new apps to target specific niches. This naturally meant that marketing on social media was now suddenly a viable option. Social media marketing over the last decade has evolved tremendously. From brands focusing on paying their way to be on billboards to smaller screens and now understanding and decoding algorithms, the landscape of social media is ever-evolving. Social media has emerged as an invaluable and efficient tool for businesses, offering them convenience and productivity. The explosive growth of social media marketing over the past decade has propelled businesses to unprecedented heights. This growth has not only given rise to influencers but has also fostered the emergence of influencer marketing, creating numerous job opportunities and contributing to the overall expansion of the industry. As companies increasingly prioritise collaborations with influencers, there has been a notable shift in marketing trends, emphasising customer-centric approaches. Influencers have gained significant trust from customers, who rely more on their recommendations and opinions. This trust dynamic has proven mutually beneficial for both companies and influencers. A key factor behind the success of influencer marketing lies in the transparency inherent in these relationships. These relationships' authenticity and genuine nature have been valued and difficult to replicate or falsify, at least until now. In recent times, however, AI has been able to automate and take care of several mundane tasks while also being able to create realistic deep-fakes of people. With Aritifical Intelligence, the landscape for marketing changes again. AI has already started impacting certain aspects of social media marketing. For instance, it can automate some of the more repetitive and mundane tasks, freeing up C O V E R S T O R Y
30. 30 marketers to focus on higher-level strategy and creativity. Additionally, AI also helps reduce the amount of fake news and spam on social media platforms, improving the overall user experience. For marketers, however, this changes things. The overreliance and dependence on social media in such a short time mean that companies no longer need large teams to handle social media accounts. Although social media marketing has experienced significant growth, the prevalence of dedicated social media teams appears to have diminished compared to earlier times. This can be attributed to the pragmatic decision-making by business owners who prioritize cost reduction. Infact, opting for paid subscription models for approximately 10-15 distinct AI tools often proves to be a more economical choice than hiring a single social media manager. The rationale behind this shift in approach lies in the cost-effectiveness and efficiency offered by AI tools. By utilizing a range of specialized AI applications, businesses can automate various aspects of social media management without incurring the expenses associated with maintaining a dedicated team. The affordability of paid subscriptions, coupled with the versatility and functionality provided by AI tools presents an enticing proposition for business owners seeking to optimize their marketing strategies. Furthermore, the advantages of leveraging AI extend beyond cost savings. These tools offer a diverse array of functionalities, such as automated scheduling, content creation, performance analytics, and audience targeting. This comprehensive suite of capabilities allows businesses to streamline their social media campaigns and ensure targeted messaging across different platforms. Consolidating these functionalities within a single, affordable ecosystem of AI tools presents a compelling alternative to traditional social media team structures. While the reduction in social media teams may be viewed as a consequence of cost-cutting measures, it is crucial to recognize the transformative potential of AI in revolutionizing marketing practices. By embracing AI tools, businesses can unlock opportunities for increased efficiency, scalability, and enhanced campaign performance. In the US, an average social media manager earns between $50,000-$60,000 annually. Given that most of these platforms have considerably cheap subscription C O V E R S T O R Y 30
31. 31 C O V E R S T O R Y models, most starting at just a few dollars, the cost of having a social media manager can no longer be justified. Moreover, given the fact that there are now tools that can be cost-effective and run complete social media campaigns across different platforms, all with the click of a button, it really becomes hard not to replace one for the other. Moreover, the remarkable advancements in AI technology have established automation as an essential requirement for companies across various sectors. Whether you seek to develop a comprehensive social media plan or implement a robust SEO strategy, readily available applications are tailored to meet these specific needs. Furthermore, AI has achieved extraordinary feats in generating remarkably high-quality images, making it an invaluable resource for creating custom logos. These technological innovations have undeniably transformed business operations, with AI offering unprecedented efficiency and convenience. Amidst the pervasiveness of AI-driven systems, one might question the prospects for human involvement. One may wonder about our role in a world seemingly dominated by automation, where humans struggle to compete with technology. However, it is essential to note that, for now, the role of managers remains irreplaceable. While AI undoubtedly streamlines tasks and enhances productivity, it falls short when handling and managing the complexities of people and processes. Even if ChatGPT can generate code for an entire website, human expertise is indispensable for fine-tuning and optimizing that code, as achieving perfection solely through AI is often unlikely. The presence of individuals who can navigate and improve upon AI-generated solutions is paramount. By recognizing the limitations of AI and leveraging its capabilities alongside human insights and skills, businesses can maximize their potential for success in an increasingly automated world. Rather than fearing job displacement, it is crucial for individuals to adapt and upskill themselves in response to these technological advancements. While AI undoubtedly facilitates cost-cutting measures that may not be universally favoured, it is premature to anticipate the complete elimination of human jobs. Instead, it is imperative to remain proactive, analyzing the latest trends and embracing continuous learning to stay ahead in an ever-evolving technological landscape. Even in more creative fields. AI cannot replace humans because everyone wants a unique brand identity. AI can give you a brand identity, but will it be unique? Probably not. It is the job of humans to take what AI creates and make it better. While yes, AI can and will result in many cost-cutting measures that people may not like, it is still too early for us to lose our jobs completely. The most important thing we can and should do is analyse the latest trends and try to upskill ourselves in whatever way we can. With technology rapidly advancing, we need to make sure that we advance to, or get left behind.
33. 33 Home Depot takes Kids Workshops to the Metaverse on Roblox Home Depot’s in-store Kids Workshops have been around for years to engage families and drive children's excitement about do-it-yourself home projects. Replicating the store experience in the metaverse allows Home Depot an opportunity to introduce the brand to the young gamers active on Roblox. The largest age group on the platform as of 2022 was 9 to 12 year-olds making up 26% of the user base. Putting a child-centric experience on the platform may help to raise awareness of the in-store program, helping to drive traffic to physical locations. Players who visit Home Depot’s virtual storefront will be greeted by a salesperson wearing the chain’s recognizable orange apron and presented with three project options: a birdhouse, a mini flower garden and a small car. After choosing, players scavenger hunt through the store’s aisles to collect the materials needed to assemble their items in the Kids Workshop space. After completion, the projects can leave the store and be used in Redcliff City, one of the virtual environments on Roblox. Roblox has become a go-to for many brands looking to reach young consumers. Marketers like the NFL, Forever 21, and even Gucci have set up shop on the platform to get its users. These developments arrive as forecasts suggest that Gen Alpha and Gen Z members, known as “Zalphas,” will see their spending power grow three times faster than previous generations by 2030. The move onto Roblox shows the retailer expanding its digital presence. In 2022, the home improvement chain tested product drop alerts on Twitter. Home Depot also launched a media network in effort to make it easier for other brands to reach its customers through ads. Competitor Lowe’s has already made progress in the virtual space, such as by releasing a limitededition NFT collection in June. Home Depot recently reported lackluster quarterly revenue and sales and expects consumer spending to be flat this year as discretionary spending moves away from goods and into experiences like travel.
34. WORTH FLYING FOR Over 40,000 sq. metres of spectacular shopping. Thousands of limited editions and travel exclusives. Hundreds of the world’s most desirable brands. But only one glorious destination: Dubai Duty Free.
35. 35 After 15 long years, Pepsi has finally designed to change its logo and its brand identity. This is the company's first rebranding effort since 2008, and the new Pepsi logo will be rolled to their entire product line in North American markets later this year, and a global rollout is planned for the start of 2024. The updated design reflects the evolving identity of the brand and will be implemented across various digital and physical platforms, including packaging, fountain and cooling equipment, fleet, fashion, and dining. Although the new emblem resembles the brand's 1987-1997 logo, it features a different font, colour, and border to differentiate it from its 90s version. The new design also deviates from the 2008 version by utilizing upper case fonts, bolder and brighter colours, and a black font and border that alludes to Pepsi Zero's black can. They can also feature a unique silhouette, adding a touch of innovation to the brand's new look. Moreover, the revamped logo aligns with the company's focus on its zero sugar proposition, with CEO Ramon Laguarta stating that "Zero is going to be the centre of the strategy for the Pepsi brand" during an analyst call. Overall, Pepsi's new logo demonstrates the brand's commitment to remaining relevant and evolving with the times while maintaining its iconic identity that has resonated with consumers for decades. Pepsi Unveils its New Logo The evolution of the Pepsi logo
36. 36 Liquid Death makes its way to the NBA Jalen Green, the talented shooting guard of the Houston Rockets, has teamed up with Liquid Death for their latest horror-comedy campaign. This partnership is based on his exceptional skills on the court and his twisted sense of humour that complements the brand's identity. In the brand's latest campaign, Green stars alongside a screaming, disembodied head created with special effects, showcasing its love for horror-comedy in marketing and expanding its reach in the professional sports world. Andy Pearson, the Vice President of Creative at Liquid Death, explained that Green's humour and willingness to have fun with traditional marketing made him the perfect choice to reach the next generation of basketball fans who share their disdain for traditional marketing. The 60-second video, Severed Head Basketball, takes inspiration from vintage Saturday morning commercials and introduces a merchandise item that transforms the brand's "murder your thirst" slogan into a bloody-fun collectable. The campaign also reveals that Green is now an investor in the company and the first NBA brand ambassador. He joins a list of celebrities such as Tony Hawk, Steve-O, Bert Kreischer, and Dorothea
38. 38 "The Godmother of Drumming" Taylor is also known as a heavy metal granny. To introduce Green as a new collaborator, the brand's in-house creatives came up with a collectable basketball that looks like a human head with cartoonishly gruesome accents. The limited-edition swag was designed by Will Carsola, the creator of Adult Swim's Mr Pickles and a frequent Liquid Death collaborator. The team looked at toy commercials from the 90s and Michael Jordan's ads for Wheaties and Gatorade to develop the video, creating a unique and entertaining marketing campaign that is sure to resonate with the brand's target audience. Design for the limited-edition ‘Hoop Head’ swag comes from frequent Liquid Death collaborator Will Carsola.
40. 40 Denny's, the renowned diner chain, boasts a remarkable history of serving patrons around the clock, leading to numerous locations without locks for years. This unwavering dedication to offering comfort food is what sets Denny's apart. On its 70th anniversary, the chain cleverly combined the midcentury diner ambience with contemporary flavours and technology by launching an innovative menu featuring an augmented reality component. Denny's recently launched a delectable menu featuring an array of mouth-watering items such as spicy chorizo Moons Over My Hammy, a scrumptious skillet of mac and cheese and brisket, and a strawberry cheesecake milkshake, among other delicious offerings. In line with modern trends, Denny's has also incorporated high-tech innovation into its ordering process. Last year, a video showcasing the use of augmented reality in dining went viral, and Denny's has now harnessed this technology to enhance the customer experience. Unlike previous methods, Denny's AR menu is entirely mobile-based, displaying images of the food on the customer's phone screen to provide an accurate representation of how the dishes will look when served. The beauty of this technology is that it doesn't require customers to download an app or create an account, nor does it necessitate the submission of biometric data through face or fingerprint scans. The AR menu is a web-based platform, accessible via the customer's mobile browser, making it a convenient and hassle-free way to preview menu items before ordering. Although there are no current promotions exclusive to the AR menu, Denny's has confirmed that the company will continue to update the AR experience to keep things fresh and exciting for customers. Moreover, if the AR menu proves popular, it may become a permanent feature of Denny's dining experience. Denny's New AR Menu And how it could impact customer experiences
41. Ushering in the age of Modular Laptops To understand why modular laptops are so exciting and how they might completely alter how you buy them, it is essential to understand the main issue. For many customers, a new laptop and a few paraphernalia would end the purchase decision and, thus, the consumer purchase cycle. However, a small percentage of customers do not appeal to this, and the main reason is the upgradability factor. For PC fanatics, the ability to simply swap parts out for better ones every few years is a blessing. Not only does this considerably cut costs, but this means that consumers can now focus their purchases on more important components such as storage, RAM or everyone's favourite, a new graphics card, and thus, buy more premium products in that segment. Laptop consumers have always won in the mobility factor, but when it comes to upgradability, they have often been locked in what comes in the box. No matter how many external pieces you manage to buy for the laptop, it will never really improve the performance. This means that you are essentially locked in for the next few years and cannot improve the performance of your laptop unless you buy a new laptop altogether. This especially starts to become more annoying when you the options available in the market often compromise on more than one aspect, such as battery or storage. Furthermore, in comparison, being priced almost as much as regular gaming PCs and considerably heavier than entry-level laptops, the advantages of a modern gaming laptop simply diminish. This is where the American manufacturer Framework comes in. Framework recently announced a new addition to its product line- the Framework Laptop 16, which is a fully modular laptop. Basically, you can build the laptop you want! In the presentation video, the model manages to change the entire aspect of the laptop, from replacing speakers, to the keyboard to a whole new GPU! Previously companies like Alienware also ventured into the field of modular laptops with their flagship model Alienware Area 51 M; however, this failed to deliver on the fronts it promised. In addition to their newer, more powerful Framework 16, Framework also designed and launched the Framework 13 last year, which offers the same customizability as their newer laptops, although the 16 is far more refined in its ways. Framework is a company set to change the modern laptop industry by introducing modular laptops The Big Problem 41
43. 41 43 43 Framework can make such unique and intricate designs because of its novel approach to building things. Their modular components use PCI-E slots with screws to securely mount and hold the pieces in place. "Basically, anything that uses PCI can be connected to this laptop," says Dave, a tech enthusiast and product reviewer. Another interesting design choice the Framework adopts is its exclusion of inbuilt fans. While this may seem like an odd choice making a laptop without cooling fans, it is also to be noted that many popular brands like Apple have also decided to opt out of using an internal fan on their newer Macbook Air. This reduces the laptop's overall weight and gives customers the option to cool the laptop according to their specific needs. For example, a customer who is into gaming can opt-in to try a build with 1 custom GPU and 2 attachable fans, or someone can only install external headphone jacks if that suits their boat. As seen in the picture on the right, Framework offers two different cooling solutions, one with an integrated GPU (top) and one without (below). Attaching the modular cooling option with only the two fans makes the laptop into a regular functioning laptop, whereas the one integrated with the GPU extends out the back, making it look like an odd design choice, but Framework uses that to its advantage too. Having the cooling system with the inbuilt GPU also gives a little room at the back which acts as its heat-sync and, thus, reduces thermal throttling quite a bit. To understand the implications that Frameworks modular laptops will have on the future, it is important to understand the current state of the laptop market. While the global pandemic has definitely slowed down, its impact on global supply chains still remains an issue, even for larger companies. Up until last year, there was a huge impact on the global GPU market, with not only gamers, but also crypto-enthusiasts and price gougers all rushing to secure new GPUs. This, coupled with the fact that Covid-19 severely damaged production timelines and supply chains, meant that not everyone could afford a new GPU. Furthermore, as already discussed, the laptop market has not managed its address its biggest challenge since the inception of laptops, upgradability. The average customer's laptop's life cycle tends to last between 3-5 years, with experts claiming that a laptop should be replaced within 5 years. Adding to this fact, a trend has also been noticed where companies now aim to build products that tend to break down within a few years. The aim has shifted from making products that last to products with a The Big Problem
44. smaller life cycle but offering unique customer experiences. This means that while new laptops can perform exceptionally well, they often tend to break down within the first 2 years, with constant repairs being needed just to be able to keep up. We must also not forget the most important aspect of all, the rapid advancements in technology. With AI, ML and RPA on the rise, companies are now able to tap into newer technologies as well as come up with new forms of technology. In comparison to previous or even last year's devices, companies have taken huge strides in delivering the absolute best when it comes to laptops. From minor screen adjustments to making memory more affordable to adjusting trackpads and keypad layouts for improved ergonomics, major manufacturers take painstaking measures to make sure their products can compete at all price points, and offer a little something to every customer. With such a cut-throat market, it is hard for any company to compete, regardless if they offer a fully modular laptop or not. Framework has been able to make some cool products, all for the sake of modular building, however, unless the average consumer has a shift in their mindset, it can become hard to completely reform the market. Modular building has been explored in the past, and while companies like Alienware weren't quite able to achieve it, understanding Framework's unique design choices might lead other companies to explore. With a few tweaks, even companies like Nvidia and AMD just might be able to enter into the modular laptop GPU segment as well, and after all, why shouldn't they? This way, the companies can compete in a new niche altogether. Previously, these companies have had to hope that laptop manufacturers could incorporate a desktop-sized GPU in their laptops, but this opens up a new realm of possibilities. Regardless of what route laptop or GPU manufacturers take, one thing is for certain, changing consumer perception about modular laptops is a difficult task. For the average consumer, just having a regular laptop is the be-all and end-all of their laptop purchases. They don't care about high-refresh rates, SSD boot times, or graphic cards, and they need a laptop that can perform basic tasks. At the end of the day, not every consumer is a tech enthusiast, a gamer or a coder or a designer. Having a laptop to perform basic, everyday tasks is something that most people need a laptop for, and everything else becomes secondary. And coming to upgradability, most consumers opt for a newer laptop within 5 years, so how much sense does a modular laptop make in their lives? It definitely is not feasible for everyone and this completely excludes other additional issues such as the price of add-ons or how safely can they be stored or installed? The unfortunate reality of modular laptops is that they simply cater to a nice that is not significant enough to drive a revolution. The changes and steps taken by Framework are definitely unique and solve some issues, but to what extent are they actually feasible in the long run? Maybe modular laptops aren't for everyone but their impact on the future is definitely going to pave the path for a new line of innovation. 44
46. 46 The job market and Generative AI The surge in interest surrounding generative AI has reignited a common concern that existed before the pandemic: how many jobs will be lost to AI? A decade ago, experts predicted that up to 50% of jobs in the US could be replaced by AI, predominantly affecting low-skill jobs such as truck driving. However, some argued that we are entering a new era where highly-skilled knowledge workers will be most impacted, unlike previous waves of automation. Despite recent tight labor markets tempering these predictions, the rise of generative AI has led to renewed worries about job security, particularly for creative roles. As per Harris Poll, the majority of employees are cautious about the use of generative AI, with half of them lacking trust in this technology. The Atlantic asserts that in recent times, no technological advancement has led to significant job losses among highly educated workers. The question remains, however-will generative AI be an exception to this trend? While it's hard to predict the precise magnitude of this impact, it's evident that AI will have a substantial effect on the job market, particularly for those with a college education. Making predictions, particularly about the future, is a challenging task, and the only accurate aspect of this "clear" forecast is that it's difficult to predict with certainty. Evaluating predictions regarding the future of work is undoubtedly feasible. To accomplish this, one would require a historical understanding and an examination of previous erroneous forecasts. How generative AI is already bringing changes to the workforce The interest in artificial intelligence (AI) and its transformative potential has grown exponentially in recent years. One field where AI is making a significant impact is creative work. Traditional methods of creative work involve developing concepts and manually executing them, which can be a tedious and frustrating process if the outcomes do not meet our expectations. However, generative AI provides a novel approach that can address these difficulties. Instead of starting from scratch, generative AI enables us to generate ideas based on existing data and content, thereby saving time and effort while also enabling us to explore new possibilities that we may not have previously considered. Several agencies have integrated ChatGPT and image generators into their workflows 46
47. 22 47 In addition to idea generation, generative AI can also produce finished products such as music, art, and video, allowing creative professionals to create content that is truly one-of-a-kind and tailored to their target audience. Thus far, generative AI has been used to create a wide range of works, from realistic 3D images to entire websites. The potential applications of generative AI are endless, and its impact on the creative industry is profound and irreversible. The uncertain future with generative AI Generative AI is rapidly advancing and has a promising future ahead. Its potential to revolutionize content creation is already evident with recent developments. Generative AI is gaining popularity due to its ability to provide unparalleled creativity. Unlike traditional methods, which have limitations in combining elements, generative AI offers endless possibilities, allowing creators to come up with novel ideas that were once impossible. Moreover, generative AI can significantly save time, a major advantage over traditional methods, which require numerous iterations before arriving at a final product. By generating multiple options quickly and efficiently, the AI can narrow them down based on specific criteria, thereby streamlining the creative process. In addition, generative AI is not restricted to creating new content. It can also enhance existing content by generating various versions of it, like websites with diverse text versions, thereby facilitating A/B testing without requiring manual changes.
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51. 51 Data is Still The King To maximize the return on investment (ROI) of their retail media spending, advertisers must leverage first-party data to make strategic decisions. However, while many retail media networks are adept at collecting data, not all are capable of interpreting and transforming it into actionable recommendations that can optimize performance for their partners. This is the key to unlocking differentiated value in the industry. The true benefit of this information lies in its ability to inspire intelligent business decisions. What's even better is when these insights can drive actions that lead to key learnings and proactively identifying areas of meaningful innovation along a continuum of pivotal moments. The value of this approach is that it goes beyond surface-level impact at any given point in time and instead delves deeper to influence genuine behavioural transformation. But is yours any good? Data has always been the driving force behind businesses The more actionable the date, the more successful the company is, and in today's day and age, the race is still the same, but with access to modern technology, how do you find relevant actionable data?
52. 52 For data to be useful, it must fulfil these requirements ACCURATE Fundamentally, insights must be precise and reliable to gain trust. This ensures that they are easily adopted and promptly put into action. Accuracy is not only a reflection of an effective operational system but also a solid dedication to delivering outstanding reports. GOAL ORIENTED To establish a trusted partnership, advertisers require a prompt comprehension of the impact an insight can have on their business. This involves connecting the dots and providing high-quality recommendations that align with their quarterly or annual objectives. Achieving this inflection point is crucial for advertisers to foster a dependable relationship with their partners. TIMELY Presenting insights in a compelling manner is essential for transforming media activation into actionable strategic opportunities. It is crucial to deliver insights in a format that enables stakeholders to swiftly convert them into the next steps. Insights can be valuable in all stages of a campaign, ranging from audience targeting strategies and performance optimization during the campaign to post-campaign learnings, ultimately contributing to long-term, sustainable success. The underlying system and methodology that generates valuable insights can be highly technical, necessitating a committed, hands-on approach. Here are a few factors to keep in mind to ensure that the value of your insights is recognized and implemented. Is Your Data Useful?
54. To maximize efficiency and facilitate continuous innovation, insights should be developed within an agile framework. It's a common mistake to assume that effective insights must be overly complicated. Instead, prioritize approachability and ease of understanding to ensure that stakeholders can easily grasp and apply the insights. This approach will enable scalability and growth while still producing valuable results. To ensure accuracy and facilitate the identification of critical insights, utilize a precise and reproducible data analysis approach. This approach will enable you to efficiently pinpoint the factors that contributed to particular outcomes, and use this knowledge to optimize future media tactics with greater confidence. When building an effective insights process, it's important to focus on achieving measurable business impact. For instance, one effective approach is to provide audience insights that address specific targetable shopper groups that are more likely to convert. This approach will provide actionable information on consumer behaviour, which can be leveraged to create a successful audience strategy. To ensure that insights are effectively translated into actionable recommendations, it's essential to hire subject matter experts who can analyze and interpret data sets. Additionally, cross-functional collaboration with other departments is crucial to success. Transparency is also key, and your team should be aware of any data limitations. Adopting an innovative and standardized approach can provide a realistic view of performance management and alignment with goals, which helps to build trust with advertisers. It's important to remember that the value of insights lies in their potential business impact, regardless of who generated them. Taking an egoless and team-oriented approach to insights supports objective value creation and development. To ensure that your insights are truly valuable to advertisers, it's important to demonstrate how they can positively impact their bottom line. To achieve maximum business value, it's crucial to cultivate strategic partnerships both within your organization to improve operational efficiencies and externally with advertisers to establish a trusted and purposeful collaboration focused on innovative media solutions. Developing and delivering effective insights requires a dedicated team, time, and a high level of strategic collaboration. However, the benefits of these efforts are always worth it, as they have the potential to generate significant business value. How to Achieve Actionable Insights? 54
56. 22 56 Test Your Knowledge G L O B A L B R A N D Q U I Z Think you know your brands? What did Steve Jobs refer to when he briefed his designer - “Don’t make it cute?” A iPhone B iPad C iPod D Apple Logo Leonardo Dicaprio was an early investor in which plant-based company? A Impossible Burger B Beyond Meat C Uncut D Field Roast
58. 58 Test Your Knowledge G L O B A L B R A N D Q U I Z Think you know your brands? Jimmy Wales and Larry Sanger are responsible for launching what website in 2001? A Britannica B Wikipedia C World Book Online D Infoplease Among Walmart’s many store brands is one with what six-letter name that means "to regard as the same"? A Great Value B Equate C Zyretc D Blue Diamond Which of these brands should have an apostrophe in their logos? A Quiznos B Arbys C Little Caeasers D Starbucks
60. 60 Test Your Knowledge G L O B A L B R A N D Q U I Z Think you know your brands? Rice-a-roni, Cap’n Crunch are all food brands that Pepsico acquired as part of their 2001 purchase of what company? A Life Cereals B Quaker Oats C Kellogs D All of the above What symbol on the Heineken logo earned the company international status? A Square B Star C Rhombus D Hexagon Which brand has a stadium or field named after it? A Ford B McDonalds C Finn D Kodak
62. Test Your Knowledge How did you fair? G L O B A L B R A N D Q U I Z Think you know your brands? What conglomerate, creates popular food brands like Pureleaf, Klondike and Ben & Jerry’s? A Unilever B Danone C Nestle D Modelez Darden concepts whose popular brands include Longhorn Steakhouse and which other company? A A&W B Applebee’s C Olive Garden D Chipotle Turn to page to see how you faired » » 62
64. Test Your Knowledge G L O B A L B R A N D Q U I Z Answers Answers to the Quiz 01 Apple logo 02 Beyond Meat 03 Wikipedia 04 Arby’s 05 Equate 06 Quaker Oats 07 Ford 08 Star 09 Unilever 10 Olive Garden 64