"Every year, Spotify Wrapped reminds marketers of an uncomfortable truth: AI isn't just supporting marketing anymore - it's often the star of the show. What started as automation and personalization has evolved into AI systems that plan, execute, optimize and measure performance in real time. From dynamic ad creative to media buying and attribution, AI is increasingly doing the work that used to require entire teams - and it's forcing marketers to rethink what "performance marketing" really means."
"To optimize its website's performance, Euroflorist turned to artificial intelligence; it used AI to test thousands of website variations and provide insights into the best website design and content choices. The result was a more user-friendly website that saw conversion rates increase by 4.3%. AI is redefining what performance marketing looks like The mattress company, Tomorrow Sleep, overhauled its website by leveraging an AI-driven content strategy platform to identify content gaps and opportunities."
AI has shifted from a supporting role to centralizing planning, execution, optimization, and measurement of marketing in real time. Systems now handle dynamic ad creative, media buying, attribution, and campaign optimization previously done by teams. Spotify Wrapped personalizes shareable listening summaries and AI-curated playlists while Spotify's Ad Studio enables dynamic personalized audio ads, optimizing length, tone and placement, boosting impressions, retention, ad recall and click-through significantly. Euroflorist used AI to test thousands of website variations, raising conversion by 4.3%. Tomorrow Sleep used AI-driven content strategy and SEO to grow monthly visitors from 4,000 to 400,000.
Read at MarTech
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