In Part 1 of my marketing trends series, I explored the power of short-form videos and voice search optimisation. Now, in Part 2, I venture into the realms of Artificial Intelligence (AI) and Augmented Reality (AR) to uncover the opportunities they hold for the marketing landscape.
Artificial Intelligence: “/Imagine…”
Artificial Intelligence (AI) has been a hot topic in many conversations since Chat GPT’s launch in November 2022. It has made waves when it comes to content generation and automation. Tools like Chat GPT and Copy.ai have become incredibly useful in generating instantaneous captions, and responses to online engagement, and even creating long-form text content such as blog posts or articles. With accurate and detailed prompts, AI can be an ideal tool to assist with SEO and content creation, automation and so much more.
However, it is important to tread carefully when it comes to content-generative AI. While it can be a valuable asset, it may generate non-factual information or designs and it rarely captures the organic and human elements that people add. So, it’s always crucial to review and refine the AI-generated content to ensure it aligns with your brand’s voice and authenticity.
AI is not limited to caption and idea creation; it goes beyond that. At its core, AI utilises algorithms to analyse human behaviour and learn from it. These same AI algorithms enable real-time object detection and tracking, empowering AR experiences to seamlessly adapt to users’ movements and actions, which leads to my next point.
Augmented Reality: Bringing Brands to Life
Flashback to 2016, Beyoncé just dropped Lemonade, Ryan Reynolds was everywhere, every second selfie featured a dog or flower crown filter, and all the while, the world was running amok catching Pokémon. Flash forward a couple of years, and we are still enjoying some of our past concepts – one being augmented reality (AR).
Although we aren’t catching as many Pokémon anymore, AR is still as popular as ever. Tech Target defines AR as “the integration of digital information with the user’s environment in real-time.” While Virtual Reality creates a totally artificial environment, AR alters a user’s current real-world environment by generating visuals and audio that are overlaid on the real-world surroundings. There are four types of AR:
- Marker-Based AR: It uses a 2D marker like a QR code or barcode to trigger AR experiences when the camera points at it.
- Marker-less AR: It doesn’t need a marker; instead, it uses GPS data to predict where the user is focusing.
- Projection AR: It overlays AR content on real-life objects using light, projectors, and projection mapping techniques.
- Superimposition AR: It replaces the original image with a digital counterpart based on object recognition, either partially or fully.
But you may ask, how can you enhance your marketing strategy using AR?
- Boost your product promotion: Just like many current TV shows promote their latest season by creating social media filters in the theme of the show, you can create interactive filters or experiences related to your product or brand. So…which Harry Potter character were you on Snapchat?
- Enhance the in-store experience: A business needs to make sure that in-store experiences are exciting and evoke positive emotions in its customers, enhancing their customer experience rather than making it unbearable. Check out Timbaland’s virtual fitting room in action.
- Bring your branding materials to life: Your printed materials don’t have to remain static; you can animate them with the help of AR technology! For example, you can bring your flyers, posters, and business cards to life to reveal more information about your business or simply impress the person interacting with your printed materials.
Ultimately, AR technology allows businesses to create interactive and immersive experiences for customers. From virtual try-on features for fashion brands to interactive product demonstrations, AR provides a unique way to engage with your audience and create buzz around your brand.
By embracing these technologies, businesses can stay at the forefront of innovation and create unforgettable brand experiences. Stay tuned for Part 3, where I’ll explore the world of micro-influencer marketing and personalisation.