Read at MarTech
2024 is expected to be the year where AI is properly utilized in social media marketing, with brands leveraging AI to streamline operations and enhance segmentation and personalization. This is particularly important as third-party cookies become obsolete.
Behind the scenes, more brands will leverage AI to streamline operations and bolster analytics. Machine learning algorithms analyze massive sets of first-party data and can surface actionable insights to enhance segmentation and personalization. This is especially important given that 2024 ushers the final death of third-party cookies.
Generative AI can assist creative teams by suggesting captions, generating visuals, and repurposing top-performing posts. Brands like Coca-Cola have already embraced generative AI for public marketing, partnering with OpenAI to embed AI technology into an integrated team approach.
From digital greeting cards to a massive takeover at the Las Vegas Sphere, Coca-Cola led the early adoption of generative AI for public marketing in 2023. As the first brand to partner directly with OpenAI, the beverage behemoth collaborated with Bain and WPP, demonstrating how brilliant work embeds AI technology into an integrated team approach.
Despite the increased use of AI, content teams will still play a crucial role in social media marketing. Audiences can differentiate between genuine, human communication and bot-generated content, emphasizing the importance of maintaining authentic interactions.
The keyword here is 'suggest.' Content teams aren't going anywhere. Your audience can still sniff out the difference between genuine, human communication and bot-drafted prose.