Connecting with consumers through AI insights

Kai Herzberger, Group Director DACH & EMEA Commerce at Meta, on how AI is impacting the industry, marketing strategies and consumer expectations.

 

What are some of the ways AI is reshaping the marketing landscape?

AI is something which is not new to us. We have been investing in it since the launch of our Feed in our Facebook App. AI will help marketeers to define a new way of focusing their work and become more efficient in time spent. Today, we as marketeers are doing a lot of analysis on the value of marketing communication. This stretches from text to visuals. AI engines are able to do this job faster and more efficiently. That said, AI needs to be understood as a toolset that stretches from data to innovation to creativity. While operational tasks can be taken over with inputs to AI engines, this gives the marketeer more time to focus on innovation and creativity. A recent Deloitte study shows a 166% growth in the percentage of use of AI or machine learning in optimising and automating marketing efforts.

How is AI enabling businesses to connect with their audience in new ways?
AI is enabling businesses to connect with their audience in a big way. Salesforce launched a study where “Automate customer interactions” ranks #1 with 90% on how marketers use AI. Going forward AI – and we see this with our AI sandbox tool – will support marketeers in becoming more efficient and faster in creative adoption.

What role can the Metaverse play in providing new tools and ways for marketers to connect with consumers?
The Metaverse train has already left the station. Marketeers need to consider making people first again. The Metaverse is not a linear progression on where we come from in the past. The Metaverse needs to be seen as a mixed reality where offline, digital and the Metaverse can and will come together. It will allow new ways of connecting to customers. Just an example: you can take a more “customer service” centric approach by using AI agents here to help be more efficient and responsive to customer requests.

THE WAY WE NEED TO SEE AI IS AS A FLYWHEEL FOR ANY FUNCTION OF A COMPANY THAT COULD HELP MAKE THINGS MORE STREAMLINED AND FOCUSED ON A PEOPLE-CENTRIC STRATEGY.

How are consumer expectations shifting as AI allows deeper insights into consumer behaviour and increased customisation?

Consumer expectations will rise. 78% of consumers today already use AR on our platforms. The AR market is expected to reach $330B in 2028. The way we need to think about it is to see AI as a flywheel for any function of a company that could help make things more streamlined and focused on a people-centric strategy.

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