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Digital news to watch: Google launch conversational AI-service

Stay informed and up-to-date with the latest happenings in digital marketing technology, as we bring you the weekly digital news round-up. This opening sentence was written by AI-powered Chat GPT, and this seems to be the theme of our round-up this week.

In brief, Google have launched their very own conversational AI service to compete with the likes of Chat GPT. Marketers are shifting their focus to loyalty as a result of uncertainty and Google shares guidance on how to use AI content alongside their EEAT guidelines.

Creative skills are top of the list for marketers

According to the first ‘Marketers Most Wanted’ report produced by Studiospace, creative and production skills topped the list for brand owners and CMOs looking to hire agencies.

The report found that 14.6% of CMOs wanted creative and production support, often on video-based projects.

The survey also found that 12% of CMOs were looking for agencies to support UX or user interface (UI) projects and the same percentage needed support with brand strategy.

An important next step in Google’s AI journey

Google’s CEO Sundar Pichai released a statement on the developments of AI and how it fits into their future.

In the statement, Sundar introduced Bard, an experimental conversational AI service, powered by LaMDA. This AI technology seeks to combine the breadth of the world’s knowledge with the power, intelligence, and creativity of their large language models. Bard draws on information from the web to provide fresh, high-quality responses.

This statement comes earlier than expected for some and has been criticised as a ‘rushed’ Chat GPT competitor. It will be interesting to see how this develops over the next few weeks.

Marketers shift strategy from customer acquisition to loyalty amid downturn

A survey by Advertiser Perceptions has found that 38% of marketers will put a bigger focus on building loyalty with existing customers over acquiring new ones. Marketers are still facing uncertainty with the possibility of a recession, and as a result, they need to be savvy about media investment decisions.

Similarly, only three in 10 of those surveyed are expecting bigger budgets than in 2022 and more than half (55%) of marketers reported inflation is having some sort of impact on their business.

Are you using AI-generated content? Here’s Google Search’s guidance

Google Search has released guidance about AI-generated content and how it fits into their long-standing approach to showing decent content through search.

Google strongly reiterated their E-E-A-T guidelines for content and that the focus is on the quality of content, rather than how content is produced.

In this case, those seeking success in Google Search should be looking to produce original, high-quality, people-first content demonstrating qualities of their E-E-A-T guidelines and AI should be used to empower people to create great content for the web.

Brands take a nostalgic approach to advertising at Superbowl LVII

There were plenty of companies advertising during the Superbowl final last night and at $7 million (approx.) for a 30-second ad, they need to make sure that time is used wisely.

The theme for this year’s Superbowl appeared to be nostalgia for the brands that advertised. For example, tennis champion Serena Williams starred in a Michelob Ultra ad that draws on the classic comedy “Caddyshack,” while John Travolta, who starred in “Grease” more than 40 years ago, croons the musical’s hit “Summer Nights” on behalf of T-Mobile’s 5G home internet service.

Researchers and academics believe companies are sticking with light-hearted advertising as a safe approach given all the challenges facing the country. “It’s less about living in the problems the world faces today and more about leaning into nostalgia and having fun.”

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Tom Pickard  - Modo25
Tom Pickard
Tom Pickard  - Modo25
Tom Pickard
Senior Performance Marketing Manager

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