[Contribution] Generative AI Enhancing Creativity of Digital Marketers

Traditional AI Usage in Digital Marketing

Recently, generative AIs like Chat-GPT and Gemini are gaining attention, driving technological innovation by applying AI in various industries. The digital marketing sector is also joining this wave, though few realise AI utilisation in marketing has been longstanding compared to other industries.

AI technology has long been an important factor in digital marketing. A common example includes major advertising platforms like Google and Meta using proprietary machine learning algorithms to automatically optimise campaigns.

Digital advertising platforms commonly store structured data on the usage patterns of potential customers engaging with the media to apply the most effective targeting strategies and automate performance comparisons of exposed control groups to offer machine learning features that maximise reach and effectiveness. (Image source: Freepik)

The machine learning (deep learning) methods provided by advertising platforms are as follows. When marketers install advertising scripts issued by media on their websites or apps, the media automatically receives and learns the data to optimise campaigns. This method helps save advertisers' time and costs and improve marketing performance. Marketers have been ensuring smooth data entry into advertising media without loss or duplication, and many still consider this in campaign operations.

Minimising data loss requires technologies like server-side tracking that can bypass third-party cookie blocking; for improving data quality, tracking methods like e-commerce scripts that trace customer behaviour step by step can be applied.

When such high-quality potential customer data is delivered to media like Google or Meta, not only is the campaign performance utilizing AI maximised, but digital competitiveness of the brand can also be expected to be enhanced.

The Emergence of Generative AI and New Marketing Attempts

The emergence of generative AI is opening up new future growth possibilities for AI-utilised digital marketing. So far, many attempts have been made mainly in ad material, and it is expected that automatically generating various formats of content such as text, images, and videos will increase marketers’ work efficiency. Notably, significant progress in text material creation has been achieved and is used in practice. Even those not seasoned marketers can now generate large quantities of copies through generative AI, making not only marketing resource savings possible but also performance improvement via mass A/B testing.

In terms of image and video materials, while ongoing refinement is occurring, limitations still exist in implementing work automation through generative AI. Creating high-quality visual content requires a complex creative process, and current AI technology finds it challenging to fully automate this process. Nonetheless, generative AI is already showing results in text-based content creation and basic visual element generation, and it is expected to become commercially viable across the industry soon.

Cosmetic Product Image Material Produced Using Generative AI (Concept Example/Image Source: Freepik)

As generative AI continues to develop, new attempts in the marketing field will continue, and it seems clear that innovative utilisation methods will be sought in the future. Amidst these developments, using generative AI would allow marketers to focus on more creative and productive directions.

The Potential Expansion of Generative AI

In terms of marketing-tech, the true power of generative AI is its data utilisation that facilitates easy trend analysis and insight derivation by linking advertising data with AI. For example, past campaign data can be analysed to predict future marketing trends or monitor market reactions of a scale challenging for humans to spot, establishing responsive strategies immediately.

Search Sequence of Tone-Up Cream Potential Customers (Actual Search Journey) Results of using marketing-specialised generative AI for opinions on ‘search characteristics’, ‘search intent’, and ‘marketing strategy’. Marketers can leverage generative AI for quick data interpretation and decision-making enhancement. (Image source: Pangyo Platform)

Moreover, generative AI can play a major role in automating operational strategies. By automating traditionally manual marketing tasks, marketers engaged in the industry can be freed from repetitive tasks and focus on creative work. For example, within Google Search Ads, one of marketers' key daily tasks is to register unrelated words in expanded keyword automatic searches as negative keywords; such repetitive yet judgement-requiring tasks can also be automated through AI.

In the era of generative AI, marketers are expected to be liberated from repetitive tasks, offering them time to view more data and ponder more advanced strategies. With AI assistance, marketers can achieve efficiency in unit productivity per person.

Panggojiwai’s Generative AI Solution

Panggojiwai offers a comprehensive marketing-tech solution encompassing digital advertising strategies, engines, and analytics through generative AI. Their AI solution automatically creates ad materials, supports ad data and trend analysis, and facilitates advertising operation automation through generative AI, aiding companies in establishing more efficient and effective marketing directions.

Now, generative AI is helping in various areas of our daily lives, and in marketing terms, generative AI is expected to offer more effective assistance in marketing aspects as well. Panggojiwai, based on this AI technology, is opening up new marketing possibilities and aims to provide the highest value to customers through continuous innovation in the marketing tech field.

The content of this article represents the views of Panggojiwai Co., Ltd and does not reflect the official position of the JoongAng Ilbo.

Author: Panggojiwai Yoo Seungjae CTO