Weekly Update: AI in Online Marketing

We list the most important developments of the past week for you when it comes to artificial intelligence in online marketing. This week's topics included new AI tools from Canva, H&M's use of digital models, and how AI is getting better at creating targeted ads. Below you can read about what's going on and what this could mean for the future of marketing.

Canva takes big step with AI in design and data software

‍Canvahas launched Visual Suite 2.0, in which AI plays a central role. Think smart spreadsheets (Canva Sheets), automatic charts (Magic Charts), data reports (Magic Insights), and even an AI chatbot that lets you give commands via text or voice. In addition, Canva also introduced tools for easy code generation.

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Possible implications: We see Canva positioning itself with this as a full-fledged alternative to traditional productivity suites such as those from Google and Microsoft. For marketers, this means faster content creation, better data visualization and a higher degree of autonomy within marketing teams.‍

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WPP buys InfoSum to better combine AI and customer data

WPP has acquired data analytics company InfoSum. This technology allows companies to analyze customer data without physically sharing or moving the data. This allows AI to be used more effectively without sacrificing privacy or regulation.

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Potential impact: At TMC Media, we found that this approach allows for more targeted advertising while respecting customer data and privacy laws. For companies, it offers opportunities to set up personalized campaigns with reliable data insights, without the risk of data breaches.

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H&M deploys AI-generated models for marketing campaigns

H&M uses digital models generated using AI for their campaigns. These digital "persons" are created specifically for visual content and retain rights over their own appearance, allowing them to be used for other brands as well.

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Potential implications: The use of digital models could lead to faster production processes and more variety in campaigns. TMC Media also sought out whether new questions arise about authorship, ownership and the role of human models within visual communications. Brands will have to make conscious choices about this, both ethically and legally.‍

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AI system fully customizes ads

Researchers have developed an AI framework that automatically generates ads tailored to specific audiences, cultures and contexts. Techniques such as RAG (retrieval-augmented generation) and multimodal AI are used for this purpose.

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Possible implications: It allows advertisers to create ads that much more closely match the needs and preferences of their audience. This can lead to higher engagement and conversion rates, while also further automating the campaign development process. At TMC, we find that in practice this can indeed contribute to stronger audience engagement.

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What TMC Media can do for your business

The role of AI in marketing is moving fast. Not to take over everything, but to support processes, speed them up and make them more targeted.

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TMC Media helps companies turn these technological developments into practical applications. From content creation to data analysis and from automation to strategy - we help you integrate AI into your marketing approach in a smart and targeted way.

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Want to know how AI can make your marketing more effective? Contact us and find out what we can do for you.

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