생성형 AI로 생성한 이미지 — Image generated by generative AI

Traditional AI usage in digital marketing

Recently, generative AIs like Chat-GPT and Gemini are gaining attention, leading to technological innovations across industries where AI is applied. The digital marketing sector is also joining this trend, though many do not realize that AI use in marketing has been around longer than in other industries.

AI technology has been an integral factor in digital marketing for several years. A common example involves major ad platforms like Google and Meta using their machine learning algorithms to automatically optimize campaigns.

Digital ad platforms generally store structured data on the usage patterns of potential customers utilizing the platform to apply the most effective targeting strategies and automate comparing the performance of control groups exposed to ads, providing machine learning capabilities to maximize reach and effectiveness. (Image source: Freepik)

The machine learning (deep learning) method provided by ad platforms is as follows: When marketers install the ad script on their website or app, the ad platform automatically collects data, learns from it, and optimizes the campaign. This method contributes to time and cost reduction for advertisers and improves marketing performance. To date, marketers have ensured that data is seamlessly fed to ad platforms without loss or duplication, and this aspect remains a consideration for many marketers in campaign operations.

To minimize data loss, technologies such as server-side tracking, which can bypass third-party cookie blocking, are necessary, and to enhance data quality, tracking methods such as e-commerce scripts that trace customer behavior stage-by-stage can be applied.

When such quality first-party prospect data is delivered to platforms like Google or Meta, not only is the performance of AI-driven campaigns expected to be maximized, but the brand’s digital competitiveness is anticipated to be secured.

The emergence of generative AI and new marketing attempts

The emergence of generative AI is opening new future growth potentials for AI-driven digital marketing. Currently, many attempts are being made primarily in the area of ad material, and it is expected that the automatic generation of content in various formats like text, images, and videos will increase marketers' work efficiency. Particularly, a certain level of tech in creating text material has been completed and is being used in practice; with generative AI, mass copywriting has become possible even without a skilled marketer, allowing for reduction in marketing resources for companies and performance improvement through massive A/B testing.

For image and video materials, while there is an ongoing process of continuous enhancement, there are still limits in realizing work automation via generative AI. Creating high-quality visual content requires complex creative processes, which current AI technology struggles to fully automate. Nonetheless, generative AI is already showing results in text-based content creation and basic visual element generation, suggesting it could become commercially viable across the industry soon.

Cosmetic product image material produced using generative AI (concept example/Image source: Freepik)

With the continuous advancement of generative AI, new attempts in the marketing field will persist, and innovative utilization strategies are expected to be sought in the future. With these advancements, leveraging generative AI would allow marketers to focus more on creative and productive directions.

The expansion potential of generative AI

From a marketing-tech perspective, the true power of generative AI is in data utilization that easily connects advertising data with AI for trend analysis or insight extraction. For instance, by analyzing past campaign data to predict future marketing trends or monitoring real-time market reactions that are difficult for humans to verify, immediate response strategies can be established.

The result of opinions obtained on ‘search characteristics’, ‘search intent’, and ‘marketing strategy’ using marketing-specialized generative AI with search sequence data (actual search journey) of potential tone-up cream customers. Marketers can receive help in rapid data interpretation and decision-making refinement by leveraging generative AI. (Image source: Pango Platform)

Moreover, generative AI can play a significant role in automating operational strategies. If marketing tasks that were executed manually are automated, marketers working in the field can be freed from repetitive tasks and focus on creative work. For example, one of the key daily tasks for marketers in Google search ads includes listing unrelated words to the brand as negative keywords among expansion keyword automatic searches. These repetitive but judgment-driven tasks can also be automated through AI.

In the era of generative AI, marketers can be liberated from repetitive tasks, allowing them to examine more data and secure time to contemplate more advanced strategies. Through this, marketers can achieve efficiency in per capita productivity with AI assistance.

PangoGY's generative AI solution

PangoGY provides a comprehensive marketing-tech solution encompassing digital ad strategy, engines, and analysis through generative AI. PangoGY's AI solution not only automatically generates ad materials but also supports ad data analysis and trend analysis, as well as ad operation automation through generative AI, helping companies establish more efficient and effective marketing directions.

Now, generative AI is assisting in various areas of our daily lives and is anticipated to be more effective from a marketing perspective. PangoGY is opening new possibilities in marketing grounded on this AI technology and aims to offer the best value to customers through continuous innovation in the marketing tech sector.

The content of this article represents the views of PangoGY and not the official views of Jungang Ilbo.

Author: Seungjae Yoo, CTO of PangoGY

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[Contribution] Generative AI Elevating Digital Marketer Creativity