Patricia Abi Fadel, Head of Investments,
GroupM MENARamadan is a time for connection and reflection, and in today’s world where consumers are overwhelmed by ad-influx, AI is an indispensable tool in enhancing the human experience.
According to TGM research, 71 per cent of consumers prefer personalised advertising that align with their needs and interests. By analysing vast datasets, one can identify individual preferences to resonate deeply and meaningfully during the Holy Month of Ramadan.
The key is to leverage AI and technology not as a replacement for human connection, but to amplify it. AI empowers us to deliver precisely that: truly personalised messages. What does this look like?
Personalised storytelling: to help craft compelling narratives that resonate with individual values and aspirations. This allows brands to connect with audiences on an emotional level, fostering a sense of shared experience during Ramadan.
Creating moments of meaning: to identify key moments and micro-moments during Ramadan where brands can offer valuable support or assistance. This might involve providing timely reminders, helpful tips or exclusive content that enhances the experience.
Facilitating meaningful interactions: to build AI-powered chatbots and virtual assistants that provide personalised customer service ensuring a seamless and positive experience for consumers.
Personalised product recommendations: to explore purchase history and browsing behaviour to suggest relevant products for iftar meals, Eid gifts or charitable donations.
Inventory management and supply chain optimisation: to predict demand fluctuations and optimise logistics to prevent stockouts and ensure timely delivery of goods.
Connecting moments to connected TV: to deliver personalised ads to households based on specific wants, needs and purchase intent. Also, suggesting relevant Ramadan-themed content, and analysing viewing data and performance metrics to optimise ad spend and maximise reach and engagement.
Building community and connection: that helps brands foster a sense of community by connecting individuals with shared interests and values. This can be achieved through targeted social media campaigns, interactive online experiences or personalised recommendations.
Amplifying acts of generosity: The Holy Month is a time for giving, and AI can assist brands facilitate charitable initiatives and connect consumers with causes they care about. This might involve personalised donation platforms, interactive fundraising campaigns, or AI-powered matching programmes.
AI and new tech are not just about delivering targeted ads; they are also about creating a more human and connected experience which becomes even more essential during Ramadan. By leveraging AI in a thoughtful and strategic way, brands can build stronger relationships with their audiences and contribute positively to the spirit of this beautiful occasion.
By Patricia Abi Fadel, Head of Investments, GroupM MENA.
