Particularly interesting to the tech brand is how AI can be used to generate marketing copy. HP creates between 300 and 400 SKUs every year, and using gen AI to write product descriptions and marketing copy goes some way to eliminate the 5% to 10% of work on staffers’ plates.
From Gabriel’s HP team of about 250 staffers, 70 people took a recent training course, Decoding AI for Marketers, with pretty much all of them finding it beneficial, he added.
At the Kellog Company, the coalition is proving successful for the number of partnerships and experiments it’s led to, as well as the number of potential partnerships and tests running next year.
Efficiencies through smart media buying
Diageo has several live and scaled applications of AI in marketing, said Joshua Nafman vice president, data & operations, adding that the beverage brand uses AI as more of an effectiveness driver than an efficiency driver.
In media buying, its smart bidder tech, which it has been using for the last 12 to 18 months, optimizes bids across programmatic and social channels in real-time, rather than the previous cadence of once a week. This increase in effectiveness in media buying saves the company between $19 million (£15 million) and $25.3 million (£20 million) each quarter, Nafman said.
Beyond media, Diageo’s virtual studio means that it can swap out bottles, cans, or backgrounds for marketing assets. For customer relationship management, AI automatically adjusts the channel to reach people, for instance, via an Instagram ad if someone hasn’t opened an email by a certain time.
“Diageo is at its best when it’s balancing the tension between reputation and performance,” he added. “With the coalition, I have a sounding board beyond our company.”
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