There’s been plenty of excitement around generative AI, and its potential. However, its current applications and what it can help marketers achieve today, are much more ordinary, yet still very useful.
Generative AI has come a long way in a short period of time. From the risible images of people with far too many teeth and fingers, to passable campaign pics such as those Harry Potter-inspired ads for Balenciaga, or the Pope in a high fashion puffer jacket. With the release of Coca-Cola’s Christmas ad that was entirely produced by AI, it’s safe to say it has hit the mainstream.
But beyond this, what is generative AI delivering today? And how are its real-life applications changing the lives of online marketers? In Marketing Beat’s latest Marketing Bites podcast, Microsoft Advertising’s Growth Advertising Lead, Tina Aird and Dan Roberts, Head of Search and Programmatic at Assembly Europe, set the record straight.
Enhancing consumer experiences
Aird explains that chat is both an evolution and an extension of existing search functions. “When we look at the top tasks that people use Copilot for, it’s also primarily what they use search for – discovery, research, answering questions, finding sources of information, even language translation.” She highlights that the evolution lies in how we are now bringing search problems to generative AI tools, creating a more intuitive, conversational experience. These tools present information in a more user-friendly format that gives the consumer more context and a deeper understanding of the outputs from their request.
“Search is no longer about finding answers yourself,” Roberts adds, “it’s now about getting those answers delivered to you, creating exciting opportunities for advertisers.”
However, this shift from ‘search engines’ to ‘answer engines’ also poses challenges for advertisers. “The control we once had is being replaced by AI’s optimisation algorithms,” Roberts warns. Advertisers must now adapt their outputs to align with AI-driven search dynamics to ensure visibility in front of audiences. “AI is undoubtedly a fundamental part of the entire search experience,” Roberts said, “Ultimately, it is a good thing to evolve and learn new skills to gain control in a different light.”
Pinpoint performance
Of course, AI’s ability to endlessly optimise and personalise to the user is well-known, but Aird and Roberts discuss how it’s now about using their interactions with ads to understand how their relationship with the advertiser is evolving.
“We’re no longer marketing to customers. We’re marketing to the AI that’s then marketing to the customer and that’s a shift in mindset,” Roberts explains. “Our role is now to have a deep understanding of how AI works so we can influence the decisions it makes. That’s through guiding AI with inputs that improve the propensity modelling within AI’s decision-making to deliver better outputs.”
Aird highlights that personalised optimisation used to be exclusive to those with big budgets and resources. Now, generative AI levels the playing field for smaller organisations. Tools like Copilot in the Microsoft Advertising Platform, which combine predictive and generative AI, help advertisers of all sizes create better ads by selecting top-performing headlines and tailoring them to search intent. Copilot in the Microsoft Advertising Platform also simplifies complex copywriting tasks, such as generating numerous header variations within character limits, enhancing campaign effectiveness and freeing up time for strategic decisions. As generative AI evolves, it enables the creation of both text and images, giving smaller advertisers access to opportunities once reserved for large creative studios.
But Aird is very clear – AI can augment your strategy, amplify your creativity, and increase productivity, but it cannot replace the original vision. “AI is a tool to enhance, not replace. It’s vital we maintain a human lens to ensure AI remains responsible and ethical as it evolves.”
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Simplify and speed up workflow
This is an opportunity most advertisers understand but are still, to a degree, reluctant to lean into fully. Aird cites a 2024 Microsoft and LinkedIn report that shows nearly 80% of executives believe AI adoption is crucial for competitiveness. However, 60% of leaders are concerned about their organisation’s lack of a clear plan and vision for implementation. Consequently, about 80% of AI users are bringing their own tools to work.
Yet the benefits of AI in the workplace are clear. Per a Microsoft Advertising employee survey, 75% of employees reinvested the time saved by using generative AI into the business, such as strategic work and spending more quality time with clients. They also invested that saved time toward pursuits aimed at job satisfaction (49%) and work-life balance (37%). If employees are so keen to bring AI benefits to their work that they’re casting around for their own solutions, clearly leaders need to look at how to bring the skill sets and training on board to make sure their approach is coordinated and effective.
Setting a clear AI strategy and vision is essential for helping employees understand the goals and how it will impact the bottom line to drive business growth. Aird insists “It needs to come from the top,” Company leaders must develop a plan that ignites internal excitement and passion, which can then be leveraged externally to achieve success.
Roberts agrees and cautions those who don’t embrace the opportunity that they may get left behind. Roberts hints that his team is rebuilding its products from the ground up, customising solutions to seamlessly incorporate AI into day-to-day operations, setting the company and clients up for success. “It’s easier than ever to gain access to AI, levelling the playing field for everyone. What’s going to get you ahead is experimentation,” Roberts advises. “That’s your secret sauce.”
