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In Latin America, the country that has most adopted the use of Artificial Intelligence (AI) is Colombia, followed by Peru, Argentina and Brazil, according to a study by Institute for Business Value.
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According to data from the consulting firm Gartner, in the coming years, 30 percent of advertising messages will be generated by AI.
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It is estimated that in the next 10 years AI will move approximately 16 billion dollars in the world economy, according to the consultancy PwC.
Artificial Intelligence day by day captures the attention of more and more brands, which they seek to make the most of the advantages that it offers such as the development of advertising, marketing and even sales strategies. This year the use of Artificial Intelligence in marketing is increasing, especially when representing “competitive advantage” in the market. AI systems use algorithms that analyze consumer data like their purchase history to make recommendations, basically AI is capable of analyzing large amounts of data and patterns to extract information.
One of the techniques most used by companies is the use of Artificial Intelligence to analyze the perception of a brand online or better known as sentiment analysis, this technique is based on the identification of emotions expressed in comments on social networks, which helps marketing and advertising experts to know the perception of the brand in the market. On the other hand, Artificial Intelligence is also used to know the profitability of a brand since it can analyze brand sales data and determine purchase factors, such as the launch of a product, use of advertising, market trends, among others.
The latest version of OpenAI, GPT-4, can solve a variety of tasks in fields such as mathematics, coding, medicine, among other fields, according to a Microsoft article. In fact, many companies have already begun to replace workers with ChatGPT, an example has been given by Levi’s and Burger King. A couple of weeks ago the clothing brand Levi’s announced that it would use Artificial Intelligence to create models for its clothes, which means that the models present on their website and advertising will no longer be real humans.
For its part, Burger King Colombia replaced his community manager for a “smart alternative”. And it is that given the boom in the use of AI tools capable of creating images and texts, the use of platforms such as Dall-E, Midjourney or ChatGPT became a trend, especially in marketing campaigns. In fact, the fast food chain through its social networks shared various images created with these Artificial Intelligence tools.
Another brand that surprised everyone was Stradivarius from Grupo Inditex, a brand that launched its first campaign made with Artificial Intelligence in mid-March, which is full of models and garments that do not exist. Also who joined this trend was Coca Cola, which through a website asked its fans to create images with the help of AI through its “Create Real Magic” campaign.
Apparently the fashion for the use of Artificial Intelligence will not stop, especially because It continues to gain ground as it is used by both users and the industry. So as technology continues to advance, it is expected that brands and consumers will be aware of the benefits and threats of using AI.
