How Impactful Are Your Brand Campaigns Today? Build More Success Stories With The Top 5 Tech Trends Of 2023!
Welcome To Dave Tales!
Hello Readers! December: The last month of the year- a period of reflection, a time to prepare for the coming year and be intentional. A month when the air gets cold but the ice does not set on the evolution of technology and gearing up for the next wave of transformation becomes important. In this month’s edition of Dave Tales, Dave is here to give you interesting insights into the tech trends your brand needs to be ready for and ease you into the change 2023 will bring.
How Impactful Are Your Brand Campaigns Today? Build More Success Stories With The Top 5 Tech Trends Of 2023!
The year 2022 witnessed waves of AI sweeping all the business operations and customer experiences of businesses and putting them into a heap of digital transformation. The highlight of this change was bringing in automated yet personalized and immersive experiences for the world to be excited about. AI will be making the cut for the most prevalent technology even in 2023 and the evolution of this technology will proliferate trends that would accelerate the pace of innovation in industries. Knowing about these trends and curating strategies accordingly will help brands extract value from every opportunity in the coming year with ease.
Tech trends to look out for in 2023 are:
1. Creative AI:
Marketing is one of the most important activities a business can invest in. As the effort to take machines closer to human intelligence continues, creativity: A virtue found in humans remains under the radar. May it be a campaign sans digital utilities or a virtual one, creativity plays an important role in grabbing the attention of the customers and making them return. The joy of narrating stories and creating content gets hindered due to reasons like lack of time, motivation, or unavailability of resources. As consistency is an important aspect of a brand campaign, these hurdles can put the presence of the brand down the rabbit hole. That’s where AI enters the picture to make a campaign work irrespective of these shortcomings. How?
Creative AI helps collaborate with a team that is all human, brainstorm strategies and ideas, and, with the help of large amounts of data, be able to personalize content, eliminate manual errors and conduct research for patterns and advertising themes that humans miss.
Brands like Colgate, Gucci, Ray-Ban, KFC, Wimbledon, etc are relying on AI for advertising creativity in their campaigns. These campaigns offer a glimpse into the immense potential of AI-powered creatives that display visuals that are not just beautiful but also come with a message. The advertisements span a range of themes- from cinematic and retro to cartoon. The creatives feature things like sunglasses from the iconic brand Ray-Ban showcasing unique styles or the essence of a coffee brand like Nespresso highlighting the flavour with relevant colours and is enough to freshen you up by thinking about the aroma. These creatives are computer-generated graphics that help bring the themes and environments to life.
Each creative is developed using keywords like ‘noir’ or ‘cinematic’ or ‘sci-fi’, and the entire production process took the makers only 5 minutes to churn out. While AI is still not ready to produce an entire brand marketing campaign, content that this technology can create like text, images and videos is impressive and the speed at which deliverable content is generated will always be the standout point.
Creatives for Wimbledon:
The image on the left is a creative developed by humans and the image on the right is an advertisement generated by AI. The time duration for AI to generate the creative? No surprises here. AI took just sixty seconds to complete the creative on the right while the one on the left took the artist months to develop.
2. Metaverse:
You must be aware about the advantages of this strategy by now. Metaverse is a pot of stew that anyone and everyone would enjoy if cooked and stirred with the right key ingredients. The key ingredients being immersive experiences, personalization, and services that are accurate and quick to mould according to user preference, behaviour, and availability. In a world where customers are looking for instant gratification and have no time to find the right fit from a generosity of options, displaying the essence of the brand in “neon” is mandatory to attract customers.
The era where it was easy to please customers is gone! Customers have become picky and expect relevance at every click. Inviting your customers in the land of dreams to interact and engage in various activities that are not only fun but personalized can help sustain a position in the market for a long time and climb the ladder of success.
Brands like Maruti Suzuki have their own Metaverse platforms and instead of deploying the experience on different platforms, a brand’s own platform provides a unified experience to customers that invites more people into the ecosystem. Advantages of having a Metaverse platform that is unique to the brand? Increase in customer interactions due to ease of use and access, rise in qualified leads that convert into sales, and appropriate use of data to build customer profiles that help curate personalized experiences and offerings.
Nexaverse has been generating more than 700 leads per day for Maruti Suzuki.
3. Artificial Empathy:
Artificial Empathy, Computational Empathy, or Empathetic AI — many names, one emotion. This tech is how machines are being trained to talk to humans today. Brands are deploying digital assistants to cater to the individualistic tastes of the user, any time of the day and irrespective of location. With the rise in automated interactions and AI bots, people often wonder if these digital humans would be able to provide the same kind of experience a human salesperson or an assistant would. The answer is yes. Today, AI is evolving at a rapid pace and is capable of understanding the intent and emotions behind the conversations humans engage in. Powered by empathetic AI, these digital humans can talk to you about the weather, motivate you to make the right decision on the digital platform and understand your plight, analyze your problem to recommend solutions accordingly.
Empathetic AI-powered virtual avatars are mandatory for a good Metaverse experience today. With qualifications to take on any role in the Metaverse- a salesperson, personal assistant, user, or a friend to play games with, populating the Metaverse with a virtual avatar will create a sense of belonging and eradicate feelings of isolation in the digital world. These digital humans prevent customers from getting lost on the platform and guide them towards the luxury of well-informed decisions.
“Today, winning the customer experience game means being well adept with the latest technological trends and curating a strategy that is unified across all channels and touchpoints. For that, Empathetic AI-driven virtual avatars are leading the ‘most favourite solution’ bandwagon amongst brands. The goal of any digital assistant powered by empathetic AI is to not just repeat facts and read out information but to listen to the user intently, understand the problem statement and help them make accurate decisions. This is how empathetic AI differentiates between an experience that is worth going back to and an experience that is worth forgetting”
- Soham Dutta, ML Engineer — DaveAI
This power of AI to adapt to changing behavior and circumstances in the real world would make this trend the most ran after in 2023.
4. Celebrity Avatars:
What is your digital identity? A question every consumer wants to ask brands today. A decade or two ago, there was a time when having a mail ID was considered cool and people used to hand out those IDs for interactions. Today mail IDs are very common and everybody is using them. Just like this, Metaverse is popular today but would be a common, available with all, to all kind of a concept soon enough. But staying ahead in the competition would only be possible by starting early and adopting innovative solutions. One such innovation is that of celebrity avatars. Having a digital presence for a brand is not only important but mandatory today. Avatars or digital humans play a huge role in this world to help customers interact with the brand just like in the real world. Brands are working on creating and deploying celebrity avatars in the virtual space for interactions with customers and endorsements of products and services. From celebrity avatars of Justin Bieber, Rihanna to Sachin Tendulkar, the virtual realm is a busy place with these icons leading marketing activities for businesses.
DaveAI is equally excited to present the next race of digital humans to everyone and is working on a celebrity avatar project for a leading car manufacturer in India. Any guesses on who the celebrity and the brand is?
5. MadTech:
Familiar with Mad Men, the AMC show that showcased primitive marketing and advertising from the decade of 1960s? Then you must be aware of the evolution of the marketing scenario that was shown back then and is present today. With the involvement of tech, the digital world has a huge contribution to the marketing and advertising domains at present. This has given rise to two terms- MarTech and AdTech with AI playing a huge role in it. As these terms have evolved and can be seen in reality, every brand is curating unique stories for its customers. The convergence of these terms — MadTech banks on the benefits of both MarTech and AdTech to provide personalized recommendations, advanced attribution, and contextual targeting. MadTech aims to eliminate the hassles for a business to find different platforms and solutions to cater to different groups of the population and build one platform or a solution that does all the work. MadTech offers businesses a solution to offer personalized content, make efficient use of data, serve to the privacy-conscious consumers and provide value to the audience through advertisements.
Using AI, Oracle Fusion Marketing automates the process of lead generation through campaigns that cover all channels. This Oracle offering generates sales and identifies when a customer is ready to talk to a salesperson to secure leads at the account level. The services offered are audience selection, customer story recommendation, campaign measurement, and opportunity generation.
How Businesses Can Keep Up With New Trends
1. Collaborative Environments:
Facilitating an environment where different teams can plan and decide which trend is relevant to the company niche is essential. Execution requires identifying the target audience, conducting a feasibility study, and setting parameters for success and failure.
2. Podcasts, Webinars, and Virtual Events:
Staying in tune with the evolving trends and strategies is crucial for the long-term success of any business. Various virtual events nowadays talk about the actual relevance of a trend, technology, or strategy for your business and personalize recommendations for you. Being a part of programmes that share insights on topics useful to you also helps you identify solutions to problems from someone who has the same issue. Hearing opinions from industry leaders broadens perspective and widens the scope for a better, improved version of an idea you already have.
3. An Advisor:
Ultimately, collaborating with a team that can help drive significant experiences for customers is important. Sometimes brands are busy or do not want to touch a strategy that is working just fine. But that does not mean it always will. With technology advancing at a rapid pace, embracing tech in every aspect of the business is dire to survive. Instead of taking a risk, it is always a good idea to partner up with a company or people that know for sure what will work for your business and what will not. DaveAI for instance has been helping brands like Maruti Suzuki, Merino Laminates, and Karnataka Bank drive successful digital experiences for their customers by leveraging the power of the latest tech trends.
Dave says “Adapting to the evolution of AI is mandatory today. AI has the ability to change the behaviour of the model after deployment and is smart enough to cater to the changing preferences of the customer. As AI models have the ability to learn during runtime with the help of the feedback received and based on new data and purpose, providing an experience that is not just in tune with customer interests but also real-world situations is possible. In 2023, AI will be the biggest differentiator for how a business performs and all the other tech trends will revolve around it.”
Editor’s Note:
Readers! We are so happy to see all of you here! It has been an exciting quarter for technology as well as DaveAI. With technology shaping up such significant achievements for brands and industries, it is time for all the decorations to go up. A little birdie tells us you all are in the party mood. To see your brand and business have a party too, We have rounded up the most important tech trends your brand needs to consider in the coming year. As for DaveAI in 2023, with much more vigour, enthusiasm and innovation we look forward to bring a Dave New World to everyone. Stay tuned! Some exciting things are coming up.
See you all next year!
- Jui Bagul, Executive Content Writer — DaveAI
