Incubeta Updates Archives | Incubeta

Harrods Appoints Incubeta to Accelerate Global Digital Marketing Presence

Matty Moir — Tue, 11 Feb 2025 12:02:27 +0000

The strategic partnership will focus on accelerating digital growth and footfall for the luxury retailer among its highest value customers across key markets – the UK, US, Kingdom of Saudi Arabia, United Arab Emirates and three further markets in Asia.

Incubeta, a leader in global digital marketing, helps clients navigate complexity in today’s ever-accelerating pace of change, to deliver results that outperform.

Central to the business will be managing Harrods’ digital presence, primarily across Pay-Per-Click (PPC), Search Engine Optimization (SEO), Paid Social, and Digital PR.

This includes maximizing the return from its digital investment to drive sales across its Knightsbridge store in London, online at Harrods.com, its Harrods App, its Harrods Rewards loyalty programme, and its five UK-based H Beauty Stores.Incubeta will deploy its proprietary Seamless Search platform, an AI-powered solution designed to accelerate growth. By analyzing multiple data signals in real time, Seamless Search will ensure that Harrods’ digital spend is allocated with precision, optimizing each campaign for maximum efficiency and impact.

Incubeta will also work closely with Harrods to leverage partnerships with the world’s top brands.

Sandra Truesdale, Head of Digital Marketing & CRM at Harrods, said: “The growth and evolution of our digital marketing channels are essential for Harrods to meet the needs of luxury shoppers today, while staying ahead of the ever-changing landscape.

“Incubeta understood the strategic imperative to deliver a data- and insight-led approach, that enables us to meet our global business goals for omnichannel growth, in keeping with the service our customers are used to.”

Andrew Turner, MD, Incubeta UK, said: “Harrods is the world’s leading luxury department store and we are delighted to be coming on board to deliver the next phase of digital acceleration for the brand.

“By integrating core elements of marketing into a single, connected strategy, we’ll deliver a smarter and more effective omnichannel experience for Harrods’ global audience.

“Being selected as Harrods’ trusted partner comes off the back of a very competitive pitch process and we can’t wait to get started, working as an extension of their formidable team and wider partners to help them outperform their business goals.

Are you ready to outperform with Incubeta? Fill in the form below and start your journey to sustainable business growth:

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Incubeta to Launch Outperform PMax: An AI Solution That Puts Brands in Charge

Matty Moir — Thu, 30 Jan 2025 09:05:27 +0000

However, this increased performance is often at the expense of campaign control.

The challenge

Performance Max (PMax) campaigns are a powerful tool to drive search performance using Google’s advanced AI. Whilst incredibly effective, the campaigns often operate as a ‘black box,’ with Google’s AI managing key elements, meaning that brands lose visibility over:

Product Prioritization: minimal control over which products are being advertised
Search Term Coverage: no control over which search terms ads are showing on
Incrementality: potential cannibalizing on high-value SEO terms

This lack of transparency is a problem.

The solution

Marketers need the best of both worlds – leveraging the power of AI while maintaining strategic control over their campaigns. This is Outperform PMax.

Currently in beta, Outperform PMax is a solution that solves PMax control challenges from multiple angles – integrating additional data via three key approaches:

Enhanced PMax
GenAI Feed Enhancements
Seamless Search

Enhanced PMax

Enhanced PMax boosts product control in PMax with advanced data integrations and machine learning clusters.

What this does:

1: Feed Google AI More Data – the more data Google has, the more powerful it can be

2: Enhanced ML Product Clustering – identifies similar performing products

3: Multi Tier Campaign Activation – maximizes performance of PMax campaigns within targets

4: Ongoing Optimization -continuously optimizes product clusters and campaign allocations to drive optimum performance and meet business goals

Why it’s important:

Enhanced PMax delivers increased ROI, Volumes, Product Coverage and Control.

GenAI Feed Enhancements

GenAI Feed Enhancements leverage AI to add high value search queries to product feeds to own the SERP.

What this does:

1: Matches Search Terms to Products

2: Identifies Missing Words

3: Uses AI to Generate Improved Product Title

4: Approves & Activates Data

5: Tests & Optimizes

Why it’s important:

GenAI Feed Enhancements enables marketers to own the search space for key terms, drive more clicks on high converting terms, and test multiple versions of the feed to drive maximum growth.

Seamless Search

Seamless Search leverages machine learning across paid and organic search to incentivise PMax towards incrementality.

What this does:

1: Apply Negative Keywords – managing negative keyword applications of high value SEO keywords to PMax campaigns

2: Manage Terms Separately – Manage high value SEO terms on a ML bidding model, factoring in organic performance

3: Drive Incrementality – ensure any paid activity on high value SEO terms is driving incremental value over and above the organic listing

Why it’s important:

Seamless Search enables marketers to have complete confidence in PMax campaigns’ incremental value, protect high volume organic terms from cannibalization, and save additional budget to fund new customer acquisition in the longtail with PMax.

The impact

With Outperform PMax, brands will achieve:

Enhanced Control: Take command of product selection and search term coverage, ensuring alignment with your strategic goals.

Optimized Revenue: Drive significant growth through showing more products in the places your customers are searching

Improved ROI: Achieve better returns on your investment through improved targeting and more strategic control

Incremental Growth: Ensure campaigns are incentivized to drive incremental growth over and above organic listings.

Achieve more with Outperform PMax

Representing a new approach to PMax campaigns, Outperform PMax combines the power of Google’s AI with intelligent, data-driven controls. Empowering you to think outside the box, and deliver innovative solutions that help overcome complex challenges.

Fully launching in March, fill in the form below, and join our waiting list to find out how Outperform PMax can help take your PMax campaigns to the next level.

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Incubeta to Propel Growth for Popeyes UK

Matty Moir — Thu, 24 Oct 2024 15:12:09 +0000

During the one-year initial contract, Incubeta will be responsible for boosting Popeyes UK ® geo-targeted marketing across key cities to win market share. We will achieve this by creating ground-breaking digital campaigns that ensure Popeyes UK ® remains top-of-mind versus their key competitors, cost effectively leveraging digital channels, enriching their data and personalization through testing and insights, and reinforcing brand messaging and propositions creatively through digital platforms.

Popeyes UK ® has a rich history of providing their famous Louisiana-style chicken to its customers worldwide. With more than 4,000 restaurants, the brand continues to grow and aims to bring the spirit and flavor of New Orleans to the UK. 

To continue driving this growth, Popeyes UK ® engaged Incubeta to scale their brand while investing in reach to drive audience growth. Working as an extension to Popeyes UK ® regional team, we will showcase Popeyes UK ® choice and value propositions to drive conversion, activate customers to keep them coming back more often with campaigns and offers that drive loyalty, and build on brand perception – while remaining true to Popeyes UK ® heritage.

“Popeyes has shown remarkable success over the years, and we are really excited to be part of the next phase of their journey, continuing to build upon Popeyes rapid expansion across the UK through exciting, integrated through-the-funnel campaigns. We’re proud to support Popeyes UK ® in its mission to challenge the status quo in the quick-service restaurant industry in the UK,” says Rob Stoner, Head of Commercial at Incubeta.

“We love Incubeta’s approach to digital and growth, and after a pitch process that genuinely made us excited we’re delighted to have them on board to power this next phase of Popeyes’ UK expansion. We know that when people try Popeyes, they love it – and together we’ll introduce even more people to the brand. We’ve got a big year coming up and believe Incubeta can help us make it even bigger,” David Carey, Chief Technology Officer, Popeyes UK.

Incubeta’s creative execution and understanding of chicken’s cultural impact in UK urban culture was a major factor in Popeyes UK ® decision to select the company as its latest digital marketing partner.

For more information on how you can partner with Incubeta and propel your growth, get in touch, and start your journey to outperform.

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Incubeta Drives AI Performance with Early Adoption of Gemini for Google Workspace

Matty Moir — Thu, 10 Oct 2024 07:48:28 +0000

We’ve leveraged Gemini for Google Workspace to enhance productivity, streamline workflows, and unlock new levels of creativity across various teams, including client delivery – benefitting from the platform’s versatility and ease of use. A company-wide trial and internal knowledge-sharing initiatives allowed for rapid adoption across the business. Key benefits have included:

Increased Efficiency: Gemini’s AI-powered tools, such as Help Me Write and Gemini Search, have significantly reduced time spent on tasks like client prep time, email and document creation, and market research, allowing employees to focus on higher-value activities.
Enhanced Creativity: Gemini has empowered Incubeta’s teams to explore new creative possibilities, generating innovative marketing campaigns and delivering more impactful results for clients by driving production time down from days to minutes.
Improved Collaboration: Gemini has helped to foster a more collaborative environment, enabling teams to share knowledge and insights more effectively.
Streamlined Reporting and Insights: Incubeta is using Gemini to curate proactive, conversational, and context-driven insights for its clients, resulting in up to 50% ROI improvement for short-term campaigns.

“Gemini has revolutionized the way we work,” says Rob Ratcliffe, Incubeta’s Group CIO. “From our development teams streamlining code refinements to our client teams automating mundane tasks, Gemini has freed up valuable time and resources, allowing us to focus on delivering exceptional results for our clients. Gemini has not only saved us time but has also unlocked creativity, offering new opportunities for teams to experiment with image curation, ad copy generation, and the ability to think about client campaigns with a fresh perspective,” adds Rob.

“Incubeta’s success with Gemini for Google Workspace is a testament to the platform’s ability to empower businesses with AI,” says Justin Anderson, Director, Google Workspace UK/I, Google Cloud. “By embracing Gemini’s capabilities, Incubeta is enhancing productivity, streamlining workflows, and fostering a culture of innovation. We’re excited to see how Gemini continues to help Incubeta deliver exceptional value to their clients and achieve their business goals.”

Incubeta’s successful implementation of Gemini for Workspace underscores the growing importance of deploying Gen AI in the modern workplace. And we’re proud to be paving the way in demonstrating the tangible benefits for businesses seeking to boost productivity, spark innovation, and accelerate growth.

To learn more about how you can use AI to enhance business growth and productivity, download our latest whitepaper – Investments for Marketing Profitability.

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Incubeta DACH achieves Google Cloud Partner Certification

Matty Moir — Tue, 08 Oct 2024 11:17:11 +0000

We’ll now be able to leverage the full capabilities of Google Cloud to bolster the performance of client campaigns, enhancing the quality and effectiveness of our services and enabling us to provide clients with a comprehensive consultation and implementation support framework.

As a Google Cloud Service Partner in DACH with a focus on Marketing Analytics, we plan to provide clients with the latest in data-driven techniques and strategies, giving them the competitive advantage and equipping them with the transformative power to proactively shape their future growth and success.

The Google Cloud Partner Program is designed to provide users with trusted partners that have demonstrated technical proficiency, innovation, and quality in their implementation of cloud solutions. Though Incubeta has worked in collaboration with Google for several years already, this achievement has further strengthened the long standing relationship we have with Google, and showcases our expertise in delivering holistic, data-driven marketing solutions.

As well as supporting our commitment to expand within our current markets and serve existing customers, the enhanced collaboration with Google Cloud also opens the door to new verticals we might previously have not engaged with – such as within the medical and pharmaceutical industries, where unique challenges and restrictions are often imposed on marketing. By accessing the additional capabilities on offer to Google Cloud Partners, we can overcome some of these barriers and explore innovative solutions and tailored, data-driven strategies that align with the intricacies of these verticals.

“We are incredibly proud to have achieved Google Cloud Partner certification,” commented Jonathan Nerbe, Managing Director, DACH at Incubeta. “This milestone lets us enhance our offerings, and provide our clients with cutting-edge, data-driven, marketing solutions. This collaboration will not only improve the campaign performances of our clients, but also allow Incubeta to enter new verticals where we can help more industries achieve success.”

To learn more about how you can use data-driven strategies to enhance business growth and productivity, download our latest whitepaper – Investments for Marketing Profitability.

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Incubeta Acquires Shout Bravo to Bolster Total Search Offering

Matty Moir — Mon, 09 Sep 2024 07:00:10 +0000

Founded by journalists in 2019, Shout Bravo brings a fresh perspective to SEO, using their journalism background to identify and create content that trends. This expertise is crucial in a landscape that has been revolutionized by changes to how and where people search, and where great content is prioritized.

With Shout Bravo on board, we’ll be able to offer our clients a complete organic search experience that represents the future of search. Additionally, it’ll allow us to enhance our ‘total search’ offering – combining the best in PPC and Organic Search – fueled by our bid optimization platform, Seamless Search.

Our Seamless Search technology will feed inspiration to the Shout Bravo team to deliver the best results for our client’s wider digital strategy. To learn more take a look at our recent event, where we demoed Seamless Search in action.

“We are incredibly proud to be joining Incubeta,” says Hana Montgomery, Founder of Shout Bravo. “Having worked together for the past three years, delivering results to multiple clients, this partnership is a natural evolution. With Incubeta’s vast knowledge and technology, together we can create a world leading total search proposition, driven by content that enables better, more sustainable SEO performance and which reflects the re-shaped search experience.”

Andrew Turner, Managing Director, Incubeta, adds “We have formed a formidable partnership with Hana, Mike and the Shout Bravo team and are excited to more intensely incorporate content and outreach into our total search offering. We have ambitious plans together and look forward to bringing our search teams together that will also allow us to grow our team and workspace in Manchester which is really exciting”.

This acquisition is incredibly valuable for Incubeta, as it significantly enhances our ability to deliver growth for our clients in the ever-changing world of search. Allowing us to execute total search strategies that are geared for performance.

Join us in welcoming Shout Bravo to the team. For more information on what this acquisition means for you, or to start a consultation with our account managers, fill in the form below:

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Incubeta enhances growth potential for clients, with appointment of Julián Torres, Managing Director, Mexico

Matty Moir — Mon, 02 Sep 2024 13:06:59 +0000

As Managing Director, Mexico, Julián will address the core challenges concerning our clients – delivering innovative and personalized solutions through advanced analysis and cloud environments – helping identify new growth trajectories with actionable insight.

Before joining Incubeta, Julián spent nearly nine years at Ogilvy, bringing a wealth of experience in Latin America. His roles included COO of Mexico, CEO of Peru, and leading the Coca-Cola account across Central America, the Andean region, and the Caribbean. Additionally, he is a member of the Young Presidents’ Organization (YPO), the world’s largest network for CEOs, managers, and presidents under 45 years old. Julián has also been recognized as one of the top 75 marketing leaders in Mexico and has served as a judge for the Effie Awards, which recognize marketing campaign effectiveness and efficiency on a global scale.

Julián’s long-term goals include consolidating Incubeta Mexico’s leadership, generating internal, and external profitability, and driving transformational and sustainable growth for our clients – ensuring the continuity and consistency of our operations.

“I feel very motivated by the opportunity to join this team,” said Julián. “My goal is to lead with an innovative mindset, promoting assertiveness and agility in our projects, with the vision ofimplementing processes that maximize efficiency and allow us to quickly adapt to change, ensuring that every challenge becomes an opportunity to expand our horizons.”

Alex Langshur, CEO Americas, expressed his enthusiasm for this new stage “”I am confident that Julián’s strategic vision and exceptional leadership will be transformative for Incubeta. His wealth of experience and drive for excellence will propel our company forward in LATAM, no doubt unlocking new opportunities and setting a new standard for success.”

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Incubeta APAC Welcomes Ash Rane as Client Director for Data

Matty Moir — Tue, 06 Aug 2024 08:00:17 +0000

Joining Incubeta with over two decades of experience spanning multiple industry verticals, from finance and government to ecommerce and travel, Ash will address the challenges faced by the marketing industry, including evolving privacy laws and shifting user expectations. His long-term goals include introducing new procedures and processes to leverage Artificial Intelligence, thereby enhancing our offerings, and helping our clients scale their capabilities.

“I am excited to join such a global brand and look forward to wielding data to drive media objectives for clients in the APAC region,” said Ash Rane, Client Director for Data, Incubeta. “My main objectives will be to take the amazing work that Incubeta UK and US have been doing across cloud and marketing and bring it to the APAC region, focusing first on ensuring all APAC based clients are on a growth plan to success.”

Ash’s unique insights into the interplay between leveraging data and achieving key media objectives for clients will expand Incubeta’s already extensive Google Cloud Platform (GCP) and Analytics offerings. This in turn will help drive increased performance, growth and effectiveness for our clients, across AI, Data Science and Advanced Analytics.

“We are thrilled to welcome Ash to our global team,” commented Sam Shennan, Regional CEO of APAC, Incubeta. “His extensive knowledge and demonstrated expertise will be instrumental in extending advanced data strategies and innovative solutions to the APAC region. Ash’s involvement will undoubtedly strengthen our GCP and Analytics capabilities and support our clients in achieving their marketing goals.”

Join us in welcoming Ash to the team.

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The Power Behind Incubeta

Matty Moir — Thu, 18 Jul 2024 13:41:40 +0000

As such, our focus is the consistent enhancement of our people – promoting positivity, inclusivity, and collaboration to empower Incubeta, and upgrade our growth.

We do this in three keys ways:

Centering our values around human leadership
Investing in internal mobility and growth
Encouraging interdisciplinary skill sets

The Human Touch

We enable people to be their best selves – creating an environment rooted in ‘humanness’ in which teams and people can flourish. A big part of this is our commitment to CSR and talent development.

We’ve launched a number of initiatives surrounding Diversity, Equality and Inclusion (DEI), Sustainability, Learning & Development and Charity Partnerships. Including, a global carbon offsetting program, gender pay gap reports, DEI advisory panels, digital academies, flexible working hours, diverse hiring platforms with anonymous applications, pro-bono charity work and additional annual leave given to employees for mental wellbeing days, known as ‘me days’.

We also offer learning that directly helps our talent develop and grow within their role. Such as Incubeta’s Global Learning & Development Programme (Incubeta Ignite), and Incubeta’s Global Mobility Programme. Plus we have more than 500 training sessions available for our staff, with all employees being eligible to take up to four paid days per calendar year for training purposes.

Internal Mobility and Growth

We’re thrilled to have recently welcomed Jacques van Niekerk as Group CEO, Alex Langshur as Americas Regional CEO, and Tim Weller as Non-Exec Chairman. But investing in internal movement is just as important and a priority for Incubeta, which is why we’re pleased to announce our most recent internal movements:

Our EMEA CEO, Sally Laycock will be taking on a new role as Group Chief Operating Officer. She is responsible for aligning operational strategies with the broader business strategy to drive profitable growth, ensuring operational effectiveness across markets, optimizing resource and capacity management, fostering a high-performance workforce culture

Our Chief Growth Officer, Mike Ossendrijver will be taking on a new role as Chief Solutions Officer. He is now responsible for driving Incubeta’s organic growth through the design, delivery, and scaling of profitable, client-centric solutions.

Our Managing Director of Australasia, Sam Shennan will be taking on a new role as Regional CEO of APAC. He will be leading and directing the strategic, operational, and commercial performance of the APAC region.

Our Global Director Growth Strategy & Business Integration, Helge Matthiessen will be taking on a new role as Group Head of Go to Market. He will lead the development and execution of Incubeta’s marketing and sales strategies and is responsible for ensuring that the Incubeta’s marketing and sales efforts are aligned with the overall business goals.

Our EMEA Chief Operations Officer, Sophie Harkness will be taking on a new role as Group Chief Delivery Officer. She will be responsible for integrating delivery operations across the group, optimizing delivery structures, managing resources strategically, and fostering a culture of change, innovation and delivery excellence.

These internal movements are set to reshape the pillar of growth acceleration, and optimize our leadership structure to support our vision for Incubeta’s future.

Culture of Balance

The world is changing, and so is the way we work. Where once the focus was on building robust multidisciplinary teams, we’ve switched our emphasis, encouraging our people to explore diverse learning opportunities, and expand their skill sets to become interdisciplinary.

Interdisciplinary working allows us, echoing Dr Peng Du, to keep up-to-date with key advances throughout the industry, fluctuating the ways we work, and the skills we possess to compliment emerging trends, client challenges and technologies – such as artificial intelligence.

A key way we execute this is through strong collaboration and internal communication – educating, supporting and training our staff to recognize learning opportunities and challenge traditional professional boundaries.

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It’s no secret that the talent landscape is a wild ride right now. But here’s the thing: we’re choosing not just to weather the storm.

By putting people first – embracing their humanity, fostering collaboration across teams, and never losing sight of the real people behind our work – we’re turning challenges into opportunities. And that’s how we’ll keep growing, together.

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Incubeta Welcomes Tim Weller as Non-Executive Chairman

Matty Moir — Fri, 28 Jun 2024 09:29:10 +0000

Tim will be applying his 40+ years of experience to drive Incubeta’s growth trajectory forward – enhancing our business, and providing strategic guidance to our leadership team alongside recently appointed Group CEO, Jacques Van Niekerk and Alex Langshur, CEO of Americas.

Founder of Incisive Media prior to its acquisition in 2022, and working with the likes of Superawesome, Trustpilot and PIXOMONDO, Tim has been instrumental in the success of multiple high growth companies – bringing a wealth of experience and knowledge to the table that will help shape the future of Incubeta.

“Incubeta’s journey has interested me for a number of years, and I’m honored to be joining the board,” adds Tim Weller. “The industry is hungry for change, and I see the potential for Incubeta to be the brand leading the helm – offering the groundbreaking solutions that tackle core business challenges”.

“We are thrilled to be welcoming Tim to the Incubeta team” says Jacques van Niekerk, Group CEO, Incubeta. “The passion and drive he has for innovation and growth will enhance our ability to deliver market-leading solutions, and set a new standard for our clients and partners alike.”

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Incubeta Welcomes Persuasion Technologies to the Family to Further Marketing AI Ambitions

Matty Moir — Mon, 17 Jun 2024 21:28:29 +0000

With Persuasion on board, we’ll be able to enhance our capabilities in leveraging advanced analytics and cloud technology to redefine marketing performance and campaign optimization. This, in turn, will allow us to:

Drive a new era of marketing effectiveness powered by AI, Data Science & Advanced Analytics
Establish a center of excellence for marketing AI Google Cloud in APAC – extracting maximum value out of Google marketing activity
Help clients gain new insights, and make better, informed choices through advanced use of customer data

A new era of marketing effectiveness powered by AI, Data Science & Advanced Analytics

Persuasion Technologies brings a new depth to Incubeta’s Marketing AI roadmap. Through Persuasion’s deep expertise in utilizing AI, machine learning and advanced cloud technology to help clients understand and simplify their marketing endeavors, we’ll be able to offer meaningful insights into consumer behavior and campaign performance – delivering optimized marketing outcomes with greater accuracy and efficiency.

Learn more about marketing effectiveness

Establish a center of excellence for marketing AI Google Cloud in APAC

Persuasion’s unique knowledge of the Google Cloud ecosystem enables us to seamlessly infuse our 20+ years of Google partnership with enhanced skills across APAC. Persuasion’s Marketing Analytics specialization will allow us to combine and integrate marketing, business and customer data in a privacy-friendly way – ready to be leveraged by AI and Automation. Additionally expertise across both Amazon Web Services and Microsoft Azure ensures we can connect and integrate into any potential hybrid-cloud infrastructure of our clients.

Help clients gain new insights, and make better, informed choices through advanced use of customer data

Persuasion Technologies will help us mitigate the loss of campaign signals and relevant insights. We’ll be able to set a new standard in how data and AI informs marketing strategies and decision-making – helping our clients see real growth.

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Our clients will also have access to Persuasion Technologies’s proprietary marketing and customer data warehouse, Datalaksa, with advanced data analytics, dashboarding, and marketing automation capabilities.

“This acquisition is very timeous” stated Jacques van Niekerk, CEO of Incubeta, “by harnessing the sophisticated analytics and cloud infrastructures of Persuasion Technologies, we are enhancing our ability to deliver market-leading solutions that drive real business growth”.

“We are thrilled to join forces with Incubeta” adds Tzu Ming Chu, Founder and Director, Persuasion Technologies, “we are incredibly proud of our achievements over the past 14 years. Our partnerships and analytics partnership with major cloud platforms including Google are testament to the team’s innovation and expertise, as well as the fantastic work we have done for our clients. Now we start a new journey…”

For more information on what this acquisition means for you, or to start a consultation with our Google Cloud Partner specialists, fill in the form below:

The acquisition deal has been signed but completion is subject to customary closing conditions.

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Creating Value with AI: Three Concrete Use Cases

Matty Moir — Thu, 06 Jun 2024 07:21:12 +0000

Today, virtually anyone can access AI or Machine Learning (ML) tools from different hosting parties or software builders. Worldwide companies are busy adopting all kinds of AI, but few are doing so in a smart and thoughtful way that contributes to wider business objectives. Which is why we’ve highlighted three concrete use cases that’ll help you create real value using AI.

1) Generating Speech & Image Based on Region

Several psychologists and behavioral scientists claim that we’re more likely to believe statements made by someone when they speak in the same accent as us, unless they speak in a confident tone of voice. As marketers, this concept is worth tapping into, especially with marketing materials that incorporate speech (e.g., in online ads or video voice-overs).

With AI, it’s now possible to generate speech in multiple accents, without the need for voice actors or native speakers. However, the technology doesn’t stop at speech and accents.

Even the models in videos can be generated with AI, adapted to the appropriate ethnicity, religious symbols and even clothing of a particular region or community. This could make images, videos, and speech significantly more relatable to target audiences. As a scalable tool, this practice can be repeated as many times, across as many regions as needed. Reducing issues around production budgets, locations, casting, and other practicalities.

Taking it a step further, brands could think about how to apply this technology to conversion optimization, media results and brand uplift.

2) Covering Additional Search Terms on Major Platforms

Imagine you sell shoes on multiple platforms like Amazon, Bol.com, your website, and Google Shopping. Your product descriptions include details such as the shoe name, size, and color. Your best selling shoes are the Red and Purple ones.

Now, picture a consumer searching for Lilac shoes. This search could potentially lead them to your purple shoes or even your red shoes, as people often interpret colors differently.

In the past, marketers spent a lot of time analyzing and optimizing search queries to ensure they matched product descriptions. Nowadays, businesses are leveraging AI for this task.

An AI model can analyze all your existing product descriptions, index search volumes, and align your content with the searches people are making. For instance, the AI might update your catalog to list purple shoes as lilac shoes, helping you better reach your target audience. This precise matching can result in a noticeable increase in your sales, even if only by a few percent.

3) Automated Video Variation for Online Ads

It’s no secret that advertising on video platforms (e.g., TikTok, YouTube) is an increasingly popular way to attract larger and more active target audiences. However, doing so isn’t cheap. For your ads to be as effective as possible, you ideally shouldn’t be offering someone the same ads all the time. This gets irritating for the viewer – boring at best.

The latest AI tools allow you to create more unique ads on video platforms by incorporating AI-generated images tailored to your audience.

AI can generate endless variations of commercials by drawing from an extensive range of image sources. These variations can be directly linked to your brand’s style, ensuring that the results are both recognizable and consistent with your brand identity. This approach allows you to continuously optimize your ads using all available existing material, maximizing their relevance and impact.

While the technology is mostly limited to static images – it is developing rapidly. Soon, you’d be able to effortlessly present your products and services in every imaginable scenario and scene in unique ad videos every time.

Creating value with AI and not just jumping on the bandwagon

Almost all companies want to ‘do something with AI’. However, while it’s good to want to embrace AI, you need to do it in a way that actually grows your business. The key is to approach AI adoption thoughtfully, involving the relevant stakeholders in your organization to develop a clear strategy. This means understanding your business needs, preparing the necessary infrastructure, and then selecting AI tools that align with your business goals. Simply buying AI tools without a plan is easy, but using them effectively requires careful planning and execution.

The goal should not be to deploy AI; the goal should be to deploy it effectively, creating more value with it than your competitor does. For more information on how you can incorporate AI into your marketing strategy – fill in the form below and get in touch with our tech experts…

This article was originally published in Dutch on Emerce.

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