Brand Experience

AI Tools Transforming Digital Marketing Strategies of Major Companies

11 September, 2023

AI Tools: A New Era in Digital Marketing Strategies

Artificial intelligence is making waves in the digital marketing landscape, proving to be a game-changer for businesses. Top industry players like Henkel, Didi, Shutterstock, Dentsu, BBVA, and PepsiCo Mexico Foods are leveraging AI tools to optimize their digital marketing strategies. The insights shared by these industry leaders at a recent Portada Live event shed light on how AI is transforming the face of digital marketing.

Henkel’s Take: AI Needs Human Touch

Henkel, a global giant, is currently testing the waters with AI tools like Chat GPT. Ricardo Llaguno, Customer Experience Lead LATAM at Henkel, highlighted how the company is using AI to cut costs while generating SEO content. Despite the automation, Llaguno acknowledged the indispensable role of human intervention to review and refine the AI-generated content. He emphasized that AI is here to stay and will continue to evolve, but it will always require human assistance for effective implementation.

Shutterstock: AI for Content Creation

Shutterstock, a digital-native company, is setting a benchmark in using AI for content creation and marketing. Alejandro Ventura, International Business Development Manager at Shutterstock, shared that the company has generated over 80 million images using AI in just four weeks. They are also leveraging machine learning by feeding it with their massive database of 500 million files. This unique approach ensures that creators are compensated when a commercial image license is activated.

PepsiCo Mexico Foods: AI for Marketing and Production

PepsiCo Mexico Foods has embraced AI not just for marketing but also for enhancing their production process. Javier de Anda, Sr. Media Measurement Manager at Pepsico Mexico Foods, revealed that the company uses AI for content personalization, copy creation, audience improvement, and insights generation about customers. He emphasized that AI became an essential part of their strategy following the pandemic.

Didi’s Perspective: AI as a Tool, not Competition

Alejandro Olascoaga, former Latam Marketing Director at DiDi, views AI as a tool that can enhance human creativity rather than a competitor. He believes that AI is bringing a significant disruption in the creative industry, which had been stagnant for some time. Olascoaga is optimistic about the future of AI in digital marketing, especially with tools like Chat GPT that combine human creativity with AI’s scalability.

The Gym Marketing Revolution

AI tools are also revolutionizing gym marketing strategies. More gym members are being attracted through personalized advertising for gyms. AI is proving to be a powerful tool for gym lead generation, helping businesses understand their audience and tailor their marketing strategies accordingly. Facebook Ads, powered by AI, are being effectively used for targeted advertising, driving more engagement and conversions.

The Bottom Line

The insights shared by these industry leaders highlight the transformative role of AI in digital marketing. From cost reduction and process optimization to content personalization and SEO improvement, AI is proving to be an invaluable tool. However, it’s important to remember that while AI can provide scalability and efficiency, the human touch remains crucial for effective implementation and supervision. As businesses continue to explore the potential of AI, the future of digital marketing looks promising.