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AI 지출에 관한 미래예측보고서

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AI 지출에 관한 미래예측보고서

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• 2025 AI 지출 307 B $ → 2028 632 B $ 전망
• 마케팅·CX 우선 투자 영역 제시

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심화 학습: 사례 연구 발표

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심화 학습: 사례 연구 발표

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학생 각 그룹이 자신들이 만든 캠페인 혹은 연구한 사례를 전체 앞에서 발표합니다.

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UNC Charlotte, Emerging Media Communications

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학생들이 오늘 배운 것을 요약하고 이를 바탕으로 새로운 질문을 제안합니다.

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형성 평가: 질문 응답

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형성 평가: 질문 응답

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수업 중 개별 질문과 그룹 활동을 통해 학생들의 이해도를 점검합니다.

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도입: 핵심 질문 제시

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도입: 핵심 질문 제시

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'AI는 어떻게 마케팅의 미래를 바꿀 수 있을까요?'라는 질문으로 학생들의 흥미를 유도합니다.

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1. AI가 마케팅 및 홍보 환경에 미치는 영향을 이해하고, AI 기반 마케팅의 최신 트렌드와 핵심 개념을 설명할 수 있다.

2. 다양한 AI 마케팅 도구(데이터 분석, 콘텐츠 생성, 광고 최적화 등)를 식별하고, 실제 마케팅 문제 해결에 활용할 수 있는 기초 실무 능력을 함양한다.

3. 데이터 기반으로 AI를 활용한 효과적인 홍보마케팅 전략(고객 분석, 개인화, 자동화, 성과측정 등)을 수립하고, 실제 프로젝트에 적용하여 구체적인 기획안을 설계할 수 있다.

4. AI 마케팅의 윤리적 쟁점을 인식하고, 책임감 있는 AI 활용 방안과 미래 마케팅 전략 수립을 위한 비판적 사고 능력을 강화한다.

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소그룹 활동: AI 마케팅 사례 분석

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소그룹 활동: AI 마케팅 사례 분석

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학생들은 3-4명씩 그룹으로 나뉘어 제공된 자료를 분석하고 토론하며 구체적인 AI 마케팅 사례를 논의합니다.

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The widespread adoption of artificial intelligence (AI) was once considered a far-fetched notion dreamed up in sci-fi stories, but it's now a living, breathing part of our everyday reality.
While AI has been proven to enhance our daily lives -with the adoption of autonomous vehicle technology, fitness devices, voice assistants, and smartphones-it has also served to improve the digital marketing efforts of businesses across many industries.

Since erupting onto the scene, ChatGPT, for example, has already made a significant impact in the digital marketing arena, with its innate ability to produce targeted AI-powered content on an ever-expanding range of subjects. A clear indication of how widespread AI is in our current landscape.

To put this notion into perspective, here we explore some quite different but equally inspiring uses of AI in digital marketing.

AI Social Media Examples

Sephora's AI chatbot-powered shopping service

Sephora screenshot

Understanding the power of AI early on, cosmetics brand Sephora has been using chatbot technology to offer its audience the most personalized, informational customer experience possible.

After conducting consumer research, the brand realized that many customers were overwhelmed by Sephora's extensive choice of products, having to browse through a host of pages to find something suitable in certain categories.

In response to this, Sephora launched an interactive quiz to help guide its users through the shopping process, led by chatbots which offer tailored tips and suggestions based on specific answers or responses. Due to the success of the initiative, Sephora now offers its very own chatbot-powered shopping service via Facebook Messenger as it continues going from strength to strength.

This ultra-personalized AI-powered Messenger service includes a virtual color match assistant, a reservations assistant, and even KitBot: an autonomous chatty make-up tips and advice expert.

Ada's AI-driven customer support and social media engagement platform

Ada is an innovative AI technology provider based in Toronto that offers a fully-tailored platform designed to plug into a business's existing tools or tech stack and offer automated customer support.

In addition to automating essential tasks and offering human-like customer support communications, Ada's AI-powered technology can also adopt a conversational tone to spark more engagement across social media channels.

To date, Ada's autonomous technology has helped brands including Air Asia, Indigo, and Zoom with their customer experience (CX) as well as social media marketing activities.

Working with Malaysian ride-hailing service Grab, Ada's AI-powered innovations helped the brand expand its reach into international markets throughout its various social media channels using multilingual chatbot technology.

Not only did the bot-powered help broaden Grab's brand offering (extended to grocery deliveries, bill payment assistance, and ordering takeaways), but it also engaged consumers from six new international markets through Facebook Messenger.

As a result of adopting an AI-powered approach to its social media marketing comms, Grab reduced its customer query backlog by 90% while reducing operational costs by 23%. It is also enjoying growth in each of its six new target markets.

AI Marketing Automation Examples

Starbucks' AI voice-powered barista services

Starbucks

Some 60 million adults now use voice search at least once a day. In addition, 72% of Americans currently own a smart speaker (like Siri or Alexa) of some variety.

Voice technology is on the rise, and those who embrace its possibilities stand to reap great rewards. Starbucks is no exception.

To offer its audience an additional layer of consumer value, the coffee colossus integrated one its most subscribed apps with Amazon's Alexa technology. In doing so, its customers can now use their very own 'My Starbucks Barista' service to place and modify orders, as well as confirm a pickup location for maximum convenience - a seamless blend of voice and chatbot innovation in action.

Due to the success of its 'My Starbucks Barista' app, the brand has broadened its AI innovations by adding AI-powered Mastrena II espresso makers (machines that essentially complement the pre-ordering capabilities of the app) to thousands of its outlets to offer a more consistent and streamlined coffee-making experience to its customers.

Boasting a whopping 31.2 million mobile customers to date, it's clear that initiatives like this are driving incredible levels of growth and engagement across the globe.

Lowe's AI-powered personal shopping assistants

Lowes

A forward-thinking brand that has successfully enriched its in-store shopping experience, hardware giant Lowe's introduced its very own AI development - the LoweBot - to offer its consumers personalized suggestions and tailored information as they browse its colossal US stores.

Not only does its AI-driven technology help give its customers a seamless shopping experience, but by automatically tracking stock and inventory in real-time, the store's rolling kiosks provide its marketers with invaluable insights on consumer shopping trends.

Speaking about the brand's technological triumph, Josh Shabtai, Director of Lab Productions at Lowe's Innovation Labs, explained: "We utilize our stores as living labs to rapidly test our prototypes and gather real-world feedback on the new experiences we're delivering to demystify home improvement."

Netflix's AI-centric user content suggestion tool

Netflix

Netflix, the world's leading SVoD content streaming service, needs little introduction. However, not many people know that it's possible to attribute a great deal of the unstoppable success of Netflix to its cutting-edge approach to AI.

As we know, user experience (UX) is paramount to the ongoing success of any business, regardless of its industry - and when a customer has a positive experience with a brand they're likely to share it with their peers online.

To enhance its overall UX and tailor its service to the individual user, Netflix uses AI-driven machine learning technology to provide personalized content recommendations based on a user's preferences in addition to what they've enjoyed in the past. Moreover, Netflix uses an AI development to automatically optimize streaming quality and avoid any quality or buffering issues.

Over 80% of the shows people watch on Netflix are now based on its personal recommendations platform - a testament to its power in a time where people demand more value than ever from the brands they're willing to invest in.

AI Digital Advertising Examples

The Economist's targeted AI ad content delivery innovation

The Economist

The Economist is a widely-respected digital publication but around 2017, its audience began to dwindle.

The publication leveraged the process of AI-driven programmatic advertising to its advantage, buying and selling targeted adverts autonomously. By using this process to capture data and analyze consumer data in detail, The Economist was able to identify a segment of its audience that it considered to be reluctant readers.

By analyzing web and app usage autonomously, they drilled down into specific reading habits or preferences and, as a result, found better ways of approaching their prospects online. Also, by focusing on matching cookie, subscriber and additional data sets to discover new segments and create lookalike audiences, the publication managed to yield a host of positive results that have served to boost its readership levels once again.

In summary, this forward-thinking campaign encouraged 3.6 million new readers to engage with the publication, achieving an overall return on investment of 10:1 from the initial wave of revenue generated from these prospects. That's no small feat in an ultra-competitive digital environment.

This new data-driven, AI-centered business model has cemented continual subscriber growth since 2017, with a rise of 9% (90,000 new loyal) subscribers during 2020 to 2021 alone-an impressive feat in challenging times.

Read: Our exploration of the enduring marketing power of customer loyalty schemes for inspiration growing your consumer base.

Heinz uses AI image generator to advertise its iconic ketchup

In the wake of its successful 'Draw Ketchup' campaign, condiment colossus Heinz turned to AI image generators to keep the marketing momentum rolling.

To capitalize on the the 1,500% uplift Heinz earned by asking its audience to 'Draw Ketchup', the Kraft-owned brand decided to further promote its iconic red stuff by documenting employees as well as fans requesting AI image generators to produce their own artistic interpretations.

In addition to a wealth of amusing content, the brand also ended up with a wealth of eye-catching ketchup bottle designs to use as advertising assets across channels. These visuals earned healthy levels of engagement and showcased Heinz's creative use of modern digital technologies.

Nike creates rapport with its audience using emotionally-driven technology

World-leading sports brand Nike celebrated for its mold-breaking approach to digital marketing. As a true innovator in its field, Nike uses AI technology to give its various digital advertising campaigns added emotional depth.

Using AI technology to analyze the emotional intelligence and traits of particular audience segments, Nike crafts its ad content that gets under the skin of its consumers and creates compelling narratives that offer the best possible return on investment (ROI).

The likes of Serena Williams' sports clothing apparel launch and inspirational celebration of women in sport were developed and implemented with the help of AI-powered emotional analysis technology-which serves as a key driver of the brand's ongoing success.

"Rather than just simply trying to use AI to churn out content, let's use the AI to build tools that make yours a really valuable site to visit and offer people something that they cannot get easily." Will Francis, Digital Marketing Expert

AI Digital Marketing Examples

Coca-Cola's creative AI platform

Image of cat in spacesuit with a Coke bottle

Iconic brand Coca-Cola has broadened its AI marketing scope with the introduction of its very own consumer-facing AI-powered creative platform.

Developed in collaboration with OpenAI and Bain & Company, Coca-Cola has taken its AI-driven marketing efforts to the next level by immersing its international audience in the creative process.

Using this innovative new platform, called Create Real Magic, fans are encouraged to interact with the brand on an ultra-personal level by creating their very own AI-powered creative artwork to potentially feature in official Coca-Cola advertising campaigns.

This incredibly immersive use of AI is the perfect intersection between the application of autonomous technologies and the well-crafted use of user-generated content (UCG). A testament to the brand's ongoing innovation.

Speaking on the subject, Global chief marketing officer Manolo Arroyo said:

" We see many applications of AI - including content creation and rapid iteration, hyper-personalizing content and messaging for consumers and customers, and driving two-way conversations with consumers."

HubSpot's internal AI marketing team's use case transparency

As a trusted authority in digital marketing, HubSpot usually sits in the front edge of the curve when it comes to new trends or innovations-artificial intelligence is no exception.

The brand uses AI across many key facets of its core digital marketing strategy, including:

Using generative AI to discover relevant content topics at speed and scale

Working with AI technology (including ChatGPT) to create compelling article or blog post outlines

Accelerating the content marketing brainstorming process with targeted ideas and subject matter

Experimenting with video content and creating meta descriptions, rich snippets, and email summaries in collaboration with its in-house human marketing specialists

Nestle's AI-powered content personalization platform

Nestle

As a modern brand, focusing on content creation at scale is important. But, if what you're producing fails to offer personal value, it will drain your budgets while offering little return on investment ( ROI).

To enhance its content marketing efforts and create personalized communications for its audience, global food and beverage giant Nestle used natural language processing (NLP) technology to produce targeted content for various segments of its audience.

In addition to this content-centric innovation, Nestle also uses AI-driven data processing platforms to get well and truly under the skin of its customers (resulting in new innovations including virtual assistants and chatbots)-consistently transforming insight into action-a digital shift that has advanced sales in recent years.

Will AI take over digital marketing?

If utilized creatively and with the consumer's wants, needs and desires at heart, the use of AI in marketing offers incredible rewards in terms of growth, evolution, development, and ongoing success in an increasingly competitive digital landscape.

AI will continue to play an increasingly important role in digital marketing by augmenting human capabilities, automating routine tasks, and providing valuable insights. But, the human element in creativity, strategy, and relationship building is likely to remain indispensable for the foreseeable future.
Article updated 2023
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Best Examples of AI in Marketing | Digital Marketing Institute

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While AI has been proven to enhance our daily lives with the adoption of autonomous vehicle technology, fitness devices, voice assistants, and smartphones, it has also served to improve the digital marketing efforts of businesses. Find out some of the best examples of AI in marketing.

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마케팅트랜드 2025

• 7대 트렌드: 생성 AI, 고객경험, 브랜드 퍼포즈 등
• CMOs 인터뷰·사례 포함

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New research highlights how brands can deliver greater value by shaping experiences that consumer find relevant. As competition for both share of wallet and hear increases organisations that embrace personalization and new technology are best set-up for success.

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• 국내외 12개 기업 Gen-AI 마케팅 사례
• 공공기관·지자체용 적용 모델 제안

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AI 마케팅 관련 기사 읽기

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AI 마케팅 관련 기사 읽기

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AI가 어떻게 특정 브랜드의 마케팅 전략에 사용되었는지를 다룬 기사를 읽고 요약문을 작성합니다.

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The Challenge

At many firms, the marketing function is rapidly embracing artificial intelligence. But in order to fully realize the technology's enormous potential, chief marketing officers must understand the various types of applications-and how they might evolve.

The Framework

Classifying AI by its intelligence level (whether it is simple task automation or uses advanced machine learning) and structure (whether it is a stand-alone application or is integrated into larger platforms) can help firms plan which technologies to pursue and when.

Implementation

Companies should take a stepped approach, starting with rule-based, stand-alone applications that help employees make better decisions, and over time deploying more-sophisticated and integrated AI systems in customer-facing situations.

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In order to realize AI's giant potential, CMOs need to have a good grasp of the various kinds of applications available and how they may evolve. This article guides marketing executives through the current state of AI and presents a framework that will help them classify their existing projects and plan the effective rollout of future ones.

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개별로 '오늘 배운 것 중 가장 흥미로웠던 점은 무엇인가요?'라는 질문에 답변을 작성합니다.

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퀴즈: AI 마케팅 키워드

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퀴즈: AI 마케팅 키워드

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AI와 마케팅 관련 주요 용어를 짧은 퀴즈 형태로 평가합니다.

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강의: AI와 현대 마케팅의 융합

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강의: AI와 현대 마케팅의 융합

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AI 기술의 발전과 마케팅 산업에의 적용을 사례를 통해 설명합니다.

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This AI Marketing Strategy Would Cost You $25K - But It’s FREE

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 AI쇼핑에이전트 전략

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 AI쇼핑에이전트 전략

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• 3 분의 1 기업이 연 2500 만 $↑ AI 투자 계획
• 리테일·소비재용 ‘AI 쇼핑에이전트’ 전략• 3 분의 1 기업이 연 2500 만 $↑ AI 투자 계획
• 리테일·소비재용 ‘AI 쇼핑에이전트’ 전략

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One Third of Companies Plan to Spend More than $25 Million On AI in 2025 Amid Widespread Optimism for Autonomous Agents

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AI Job Fears Overstated: Less than 10% of Executives Expect a Decrease in Headcount Due to Automation

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마케팅 5.0 팟케스트 학습자료

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마케팅 5.0 팟케스트 학습자료

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캠페인 아이디어 스케치

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캠페인 아이디어 스케치

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학생들은 다음 수업에서 사용할 수 있도록 자신만의 캠페인 아이디어를 간단히 스케치합니다.

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그룹 활동 자료와 가상의 캠페인 계획서를 평가 기준으로 검토합니다.

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2 년 연속 AI 조직·ROI 데이터 비교
• 마케팅·세일즈 부문 Gen-AI 활용률·성과 지표

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The state of AI in early 2024: Gen AI adoption spikes and starts to generate value

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In this latest analysis, we look at the state of AI in early 2024 and new trends and patterns that are emerging in the wake of growing gen AI adoption.

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마케팅 5.0 필립코틀러

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마케팅 5.0 필립코틀러

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Marketing 5.0 philip kotler - Download as a PDF or view online for free

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학생들의 그룹 토론 및 발표 참여도를 평가합니다.