AI and the future of marketing excellence

AI has the potential to transform marketing, making it faster, better and cheaper than ever before – but by assisting intelligently in the process of creating content, not in actually creating that content itself.

It is a truth universally acknowledged that marketers, having short attention spans, are fascinated by shiny new tech. And right now the shiny new is raining down, with AI the latest in a rapid succession of innovations. The difference is that this one has a point and is going to stick around, unlike, say, NFTs – a solution looking for a problem, in the opinion of Sam Reid, the co-founder of research tool Loops.

The big difference with something like ChatGPT is “the value is immediate”, said Reid at Digital Day England (May 2023), an event organised by the Marketing...

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