On Wednesday 24th April, we spent the morning with James Kiroly, Strategy Director at Zenzero Digital and Gulliver Handley, Manager of Global Client Solutions at Criteo.

the session was filled with lots of important takeaways and useful tips. We started off with a session hosted by James Kiroly:

In today's digital marketing landscape, leveraging AI can be a game-changer. From generating content to personalising customer experiences, AI streamlines processes and amplifies efforts. Let's explore how you can use AI to assist you in your digital marketing efforts:

• Effective Prompting: By questioning initial prompts and ensuring sufficient information is provided, marketers can guide AI to generate relevant and high-quality outputs. Effective prompting sets the foundation for leveraging AI in tasks such as content creation, data analysis, and customer engagement.

• Personalisation is Paramount: AI enables marketers to personalise campaigns by leveraging segmented data and conducting thorough audience research. By understanding audience demographics, interests, and online behaviour, marketers can tailor content to resonate with individual users. This personalised approach enhances engagement and conversion rates, ultimately driving the success of digital marketing efforts.

• Streamlined Content Creation: AI-driven tools expedite content creation processes across various formats, including text, images, and videos. By utilising AI platforms, marketers can generate content ideas, optimise assets for different platforms, and even automate content generation based on specified parameters. This streamlines the content creation process, enabling marketers to produce high-quality assets efficiently and at scale.

• Automation for Efficiency: Automation plays a key role in enhancing efficiency in digital marketing tasks. Chatbots, virtual assistants, and AI algorithms automate repetitive tasks such as customer queries, order processing, and data analysis. By leveraging automation, marketers can streamline workflows, improve customer support, and gain valuable insights from data analytics, ultimately saving time and resources.

• AI is only as good as the person using it: The session underscores that AI is not meant to replace human effort but to augment it. By integrating AI into digital marketing strategies, marketers can amplify their capabilities and achieve more in less time. AI-powered tools complement human creativity and decision-making, enabling marketers to execute tasks more efficiently and effectively while focusing on strategic initiatives.

After James' session we were joined by Gulliver:

Gulliver gave us some hands-on demonstrations, so we highly recommend watching the full session to get the full effect, however we have included our top takeaways from this session below:

• Decision-Making Abilities: Generative AI's potential for decision-making is highlighted as one of its most underused capabilities. Unlike traditional decision-making processes that require significant time and expertise, AI can offer consistent results with explainable decision-making. This feature allows users to understand the reasoning behind AI-generated decisions, which is often difficult even for humans to provide.

• Live analytic Demonstrations: Gullliver was showcasing the practical applications of generative AI and using real-world examples, such as analysing job descriptions for promotion criteria or assessing the suitability of video ads for marketing funnels, he illustrates how AI can aid decision-making processes and enhance efficiency in various tasks.

• The future of AI: The session concludes with predictions about the future of AI, highlighting key trends that are likely to shape its evolution. These include the transition from chat interfaces to more advanced AI agents capable of fulfilling specific roles, the integration of AI across multiple software tools to enhance productivity, and the development of persistent, auto-updating knowledge systems for personalised user experiences.

Now, that was a lot of information in one session, but if you want to watch the full video and the Q&A at the end, you can do so here