In its first earnings call as a publicly-traded company, Reddit detailed its growth from organic search traffic. But can Reddit manage to have its cake – trade on its reputation for unvarnished authenticity – and eat it – license its content to train the very AI models it wants to stand apart from?
Advances in technology, particularly at the email service provider (ESP) level, should mean that testing becomes more widespread and more affordable. The creation, launch and adoption of AI-based testing tools has also been a major factor in giving marketers more control over the testing process, including allowing direct access to testing and results. Different attributes […]
Generative AI refers to “artificial intelligence-powered tools that produce text, imagery, or video”.[1] Like other forms of AI, it uses data-led algorithms to drive decision-making without relying exclusively on human-designed rules. This chapter reviews the evolution of generative algorithms and marketers’ attitudes to the technology. It explores marketing use cases and generative AI’s role in […]
A look at some ecommerce use cases for LLMs, such as AI-powered search and chatbots, and what constitutes best practice for UX.
Measurement is a fundamental part of data-driven marketing, enabling marketers to make more informed decisions and improve the effectiveness of their content strategies. Measuring content The Content Strategy Fundamentals chapter of this research stressed the need for continuous improvement and optimisation of content. Measurement should therefore be seen as a process that can feed into […]
While the platformisation of ChatGPT seems like big news, how appealing are Plugins and GPTs to marketers and brands, given the relatively modest number of ChatGPT Plus subscribers?
AI ‘copilots’ have boomed in martech and beyond over the last year, with some predicting that they are the future of software. But does everything need to have a conversational interface?
With many technologies emerging with the potential to impact digital advertising, the final chapter of this guide explores some of the most significant trends marketers should pay attention to. Emerging technologies Figure 1 shows how seriously respondents to Econsultancy’s 2022 Future of Marketing survey are taking some of these technologies, and it is interesting to […]
Platform and context are key when creating advertising for digital. Whether using display or native ad formats, mobile or desktop, there are a number of essential factors for marketers to consider to maximise the effectiveness of digital campaigns. General creative and strategic best practices In the early days of digital advertising, it was a consistent […]
Many are comparing OpenAI’s recently-launched GPT Store to the advent of Apple’s App Store in 2008. What the GPT Store actually represents is more subtle, but significant for marketers and businesses using generative AI.
As essential as accurate data collection is the interpretation of the data. The process of gaining information and insight – finding meaning in the data – and then communicating that effectively across the business is vital so that the knowledge derived can be actioned through informed decision making. Business objectives Data analysts have a number […]
With the emergence of new technologies and changing customer concerns, customer experience is ever-evolving. This chapter looks ahead to what customer experiences will look like in the future, including how artificial intelligence and augmented reality will play a role. Contributors to this research highlighted a number of areas that will be significant to the future […]