October 15, 2024

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‘The year of implementation’: How marketers are leveraging AI on mobile

‘The year of implementation’: How marketers are leveraging AI on mobile

Apple last week confirmed the date of its annual fall showcase, a flashy display where the tech giant in the past has unveiled its newest products and tech innovations. Slated for Sept. 9, this year’s event is expected to introduce consumers to Apple’s latest hardware, including the iPhone 16. Perhaps more notably, the company could also share updates on Apple Intelligence, its answer to the ongoing wave of excitement surrounding generative artificial intelligence (AI).

The event, announced with the tagline “It’s Glowtime,” follows Apple’s annual Worldwide Developers Conference in June where it first revealed Apple Intelligence, billing it as a personal intelligence system for iPhone, iPad and Mac that joins generative AI models with personal context to drive relevancy. The news, supplemented by the reveal of an OpenAI partnership, is a testament to the way in which the mobile landscape is poised for change as AI strategies graduate from concept to reality.

“I think everyone was just waiting for [Apple] to get in the game because there’s such an opportunity to reach so many people with the capabilities,” said Nicole Greene, vice president and analyst at Gartner. “When you think about the real premise of gen AI, democratization and accessibility is what’s surging the technology forward.”

The realization of Apple’s AI plans is likely to change the ways consumers engage with the technology — a level of influence the iPhone purveyor is no stranger to possessing, Greene added. Beyond Apple, a number of marketers this year have explored the potential for generative AI, whether for more mundane tasks like generating social copy and boosting commerce experiences or to support mobile-focused campaigns.

“All of our data and research is showing that this is the year of implementation, where businesses are taking this technology very seriously and trying to figure out how it can specifically either solve existing challenges, or move business forward with new opportunities,” said Greene.

Underneath the excitement, questions remain: What can be expected from the current regulatory environment? How can companies leverage the tech while staying brand safe, and what kind of experiences will already hesitant consumers value?

Social media’s growing potential

Within mobile marketing, social media remains a dominant channel — and one likely to be affected by AI’s rise. Social will account for nearly $242 billion of ad spend this year, per industry forecasts. Accordingly, key platforms like TikTok and Pinterest have sought to keep up with AI hype in hopes of differentiating themselves. In its latest earnings reports, Meta has provided a steady drip of updates on its AI capabilities, which it says are improving marketing performance.

For many advertisers, use cases for AI on social media have revolved around tasks like copy generation and ideation, Greene said, while functions like image generation have been less common. Many marketers have tested the tech in small waves and taken a more cautious approach to AI adoption for such tasks, said Jourdan Gariepy, associate vice president of optimization and innovation at Kepler. Those tests have tried to maintain a human touch to ensure accuracy, an approach the exec doesn’t expect will change.

“I think there’s always going to be a need for the marketing team to check that what we are putting out there is correct in what we want those brand guidelines to do,” Gariepy said.


“What we’ve found is, adding these additional changes to the images, we’ve seen that favorability has actually improved by a fifth.”

Michael Shaughnessy

Chief operating officer, Kargo


Leveraging AI for social copy versus for images or video — an area in which platforms like TikTok have begun to require disclaimers — also poses challenges in relation to transparency, Greene said, noting that it’s easier to label an image or video as being created with generative AI than it is for copy.

AI has additionally proven helpful for creating multiple versions of assets, like changing where a call to action appears or making tweaks based on locality, to offer a more personalized experience, said Michael Shaughnessy, chief operating officer at Kargo.

“What we’ve found is, adding these additional changes to the images, we’ve seen that favorability has actually improved by a fifth, or 20%,” said Shaughnessy.

A number of marketers have used AI to bolster their mobile-focused campaigns, from Sprite to Vitaminwater to Reebok. For Entropico, a global creative company that has worked with brands like Google and Samsung, AI is used most frequently in the pre-production and ideation stages, unless a brand is using the tech for the sake of producing an innovative campaign, said Joey Hunter, the company’s chief creative officer. The exec emphasized the tech’s limitations when it comes to matching the value of human creation.

“I love a little Bob Ross happy accident, and you can’t get those if you just run a prompt and it spits something out,” Hunter said.

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