Consumers crave authenticity and AI is stepping up to meet this need

Pixis’ Neel Pandya explains how AI is weaving itself into the fabric of routine life

As we look to 2024, Artificial Intelligence (AI) will be more characterised by nuanced precision and a deepened commitment to authentic, personalised experiences. We should be excited by the tangible applications that these upcoming trends are poised to unfold for organisations of all industries.

For one thing, we have seen the boom of large language models, however, the year ahead will see a shift towards smaller language models, signifying an exciting pivot.

The advent of smaller language models stands as a testament to our industry’s progress in efficiency and efficacy. No longer is the might of an AI model solely quantified by its gargantuan size and computational heft.

We are venturing into an era where smaller, more nimble AI models will flex their muscles. These compact marvels will deliver more scalable and tailored functionalities, without the heavy tech and finance resources of their larger predecessors.

Consider performance marketing, a discipline centered around measurable and optimised customer interactions.

Small language models can become incredibly valuable tools in offering more specific customisations to a brand’s particular need. With the horde of quantitative and qualitative data marketers go through, a small, tailored language model will be more effective in extracting insights for generating localised content, A/B testing, or real-time personalisation.

They will surely become indispensable tools for marketers looking to strike that fine balance between optimisation, scalability and cost.

Another direction marketing as a whole could adopt is personalised communication at an individual level. Imagine an AI assistant who recognises not only your preferences but also knows your voice well enough to generate an ad in real time to resonate and communicate with you specifically.

Even AI copilots are weaving themselves into the very fabric of routine life. From the scheduling assistants that organise our calendars to the AI-generated campaign decks that are data-driven, these intelligent aids are no longer novelties; they’re the threads holding together the efficiency of our modern existence.

However, the sumptuous potential of AI is best unlocked by the human imagination coupled with machine intelligence, heralding the rise of specialised AI expert teams.

Fostering interdisciplinary groups composed of AI specialists, data scientists, and sector-specific consultants is crucial. Such teams will harness AI to crack complex problems and innovate solutions with an intricate understanding of both technology and context.

At our firm, the establishment of an AI innovation lab, comprising a cocktail of such expertise has been catalytic in driving forward our product pipeline with AI-integrated solutions.

A unique phenomenon that underscores the blurred lines between influencer-driven economies and AI’s role within them is the emergence of AI influencers. These virtual personalities, powered by AI, are reshaping the landscape of social media and brand representation.

Take, for example, ‘Miquela,’ a digital influencer who has amassed a following for her lifestyle, underpinned by an AI engine analysing global trends. Miquela is not just a novelty; she represents a growing cadre of AI entities that cultivate meaningful engagement and influence within human networks.

Though brands using AI influencers should still exercise a fair amount of control over these entities to avoid unwanted controversies and think of it as a cost-efficient way to promote their products through this genre of brand marketing.

Such an entity inevitably will pivot the conversation towards content authenticity. As much as AI can fabricate convincing narratives, ensuring the veracity of content is of paramount importance.

My experience has shown that consumers crave authenticity, and AI is stepping up to meet this need. Techniques like blockchain for content verification, AI-driven fact-checking and watermarking are gaining traction. At our company, embedding transparent AI methodologies that track content lineage has bolstered consumer trust, allowing us to guarantee the integrity of the strategies the AI model creates or curates.

I see the coming year with optimism that AI will continue to augment and amplify our potential. We’re moving towards a time where AI is an active partner in shaping our world. It’s going to help us make things more personal and genuine, without having to choose between the two. We’ll see artificial intelligence working in harmony with our minds, making both better.

I believe AI will keep making us stronger and smarter, bringing us to a place where our amazing tech skills are as diverse and real as we are as people. In the end, it’s the combo of our creativity and AI’s smarts that’s going to lead us into an exciting future that’s very precise feels human, and stays true to who we are.

By Neel Pandya, CEO (EMEA & APAC) at Pixis