How AI-Driven Marketing is changing the game for brands

In an era where staying ahead in the market is synonymous with innovation, brands are turning to Artificial Intelligence (AI) as a strategic tool to signal their commitment to evolution and responsiveness to consumer needs. More than just a technological leap, AI adoption has become a pivotal factor for brands aiming at sustained growth and relevance in the ever-changing business landscape.

Let's delve into the success stories of brands that have seamlessly incorporated the power of AI into their marketing strategies:

1. Britannia "1947% More History"

The legacy of Britannia as a brand is deeply rooted in its rich history and enduring commitment to providing quality products. Founded in 1892 in Kolkata, India, Britannia's marketing approach reflects an understanding of consumer preferences, with a focus on innovation and adaptation to changing trends.

On the 77th anniversary of the country’s Independence, Britannia’s ‘1947% More History’ campaign tells the stories of Shrimati Leela tai, Lt. Asha Sahay, Lt. R Madhavan, Lakshmi Krishnan Agvl., and Shri Gour Hari Das - some of the very few living freedom fighters we have amongst us today. This campaign captures the essence of Britannia's commitment to India’s collective history, society, and our rich heritage. The stories are delivered through augmented reality on the packs of its more popular brands like Britannia Breads, Good Day, Marie Gold, Milk Bikis and Winkin’ Cow beverages.

2. Not just a Cadbury Ad

Cadbury has become a global symbol of quality and indulgence, synonymous with joyous celebrations and emotional connections. In the marketing world, Cadbury stands out for its innovative and emotionally resonant campaigns, using storytelling to create memorable advertisements that emphasise themes of sharing and the simple pleasures of life.

The “Not Just a Cadbury Ad” featuring Shahrukh Khan was one of the best ways to harness the power of AI in the best way possible. To promote the local vendors whose sales took a hit during the pandemic, Cadbury used Shahrukh Khan’s deep fake to create customisable ads these vendors could use thereby fostering community engagement and supporting small businesses.

3. Har Dil Ki Fantasy

Sunfeast Dark Fantasy has carved a niche for itself with a legacy rooted in decadent indulgence. The brand maintains consistency in branding across various channels, ensuring that the messaging aligns with the premium image of the products.

The 'Har Dil Ki Fantasy' campaign, featuring Shah Rukh Khan as the new brand ambassador, utilized Generative AI technology in the '#MyFantasyAdwithSRK' campaign. This not only strengthened the brand's association with decadent indulgence but also engaged consumers by offering them a chance to share a screen with the Bollywood icon. The brand also encouraged participants to share their personalised ads on their social media handles with the hashtag #MyFantasyAdWithSRK.

4. Dove

Dove has positioned itself as a brand committed to promoting real beauty and emphasising a more inclusive and diverse representation of beauty standards. Dove's commitment to inclusivity is reflected in its advertising campaigns, featuring a diverse range of individuals, celebrating various body types, skin tones, and ethnicities.

Dove partnered with Bobble AI to infuse positive affirmations into user conversations. By integrating seamlessly with Bobble AI's keyboards, the brand utilised the covert auto-suggest feature to subtly encourage users to share positive messages. This approach aimed to provide a gentle reminder and empower users to refrain from using words or comments that could potentially have a negative impact on a woman's self-esteem. For instance, imagine a user typing "try losing some weight", a popup appears and encourages them to think that "All sizes are lovely."

In Conclusion: The AI Revolution in Marketing

The integration of Artificial Intelligence into marketing strategies has become a linchpin for brands seeking sustainable growth and resonance with their target audience. By adopting AI, brands not only navigate the challenges of the dynamic online world but also discover new avenues for creativity and growth. As we witness this transformative era in marketing, the marriage of technology and strategy propels brands into a future where innovation is not just an option but a necessity.