AI, Authenticity And Proving Marketing's Value

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Headlines:

* "Advertisers Spend Record $147 Billion on Digital Ads in 2022" (USA Today, 2022) Highlighting the growing demand for digital marketing. * " Research reveals 70% of consumers prefer businesses that use AI-powered customer service" (The Drum, 2022) Emphasizing the importance of innovative customer engagement. * "Top brands are prioritizing authenticity in their marketing strategies" (Forbes, 2022) Illustrating the rise of authenticity-oriented marketing. * "Personalization ___ the key to successful marketing, with 85% of consumers saying that personalization influences their purchase decisions" (Marketing Week, 2022) showcasing the significance of tailored marketing approaches. * "85% of companies are using social media advertising, with Facebook and Instagram being the most popular platforms" (Hootsuite... 2022) demonstrating the widespread adoption of social media marketing. * " The average person is exposed to over 4,000 ads per day, highlighting the importance of standing out in a crowded marketplace" (AdWeek, 2022) emphasizing the need for effective marketing strategies. * " Brands are increasingly relying on user-generated content to build trust and increase engagement" (AdAge, 2022) highlighting the value of community-driven marketing. * " Video content is consistently being prioritized by marketers, with 96% of businesses using video in their marketing strategies" (HubSpot... 2022) emphasizing the growing importance of visual storytelling. * " Authenticity proving marketing value, with 75% of consumers more likely to purchase from a brand that shares its values" (AdWeek, 2022) reinforcing the importance of authenticity in marketing.

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Emily Ketchen | Chief Marketing Officer ⁘ VP, Intelligent Devices Group ⁘ International Markets at Lenovo | Global Marketing Executive.

Each year, the Cannes Lions International Festival of Creativity attracts the best and brightest from advertising, marketing and media to celebrate the global trends fueling creativity in our industry. I was fortunate enough to attend Cannes Lions for the second year in a row and once again took away many valuable insights from my peers. Here are some of the topics and trends that stood out to me this year.

AI is here to stay—if used correctly. While there was trepidation around AI's role in marketing and advertising last year, this year it was evident that marketers are now seeing and using it as a tool to boost human creativity—rather than something we should fear. There is ample room for AI and creativity to co-exist, and even more opportunity to tap into this technology's potential.

One of the most talked-about campaigns at Cannes was an ad for French telecom company Orange. Its premise seemed simple: showcasing the elite skills of the French men's national football team. However, the catch was the footage was actually of the women's World Cup team and the agency, Marcel, had used AI to create deepfake images that replaced their faces with players from the men's team. This not only proved to be an innovative use case of AI in a campaign, which also brought awareness to gender bias in sports, but was awarded the Entertainment for Sport Grand Prix Cannes Lion.

Using AI to augment creativity aligns with our approach at Lenovo, which centers around transparency, education, open conversation and strategic experimentation. AI is not new for our company, and we're already incorporating AI into our devices, solutions, experiences and even our marketing campaigns like Work For Humankind.

However, as AI becomes commonplace, brands and marketers must be transparent and disclose when they're using AI in their marketing efforts. This will be essential in earning and retaining consumer trust going forward. Overall, it's great to see marketers across industries focusing on the ethics and implications of AI.