finger reaching out to artificial intelligence in computer screen

As the world of technology continues to evolve, everyone is talking about AI. With its rapid advancements, it’s no surprise that artificial intelligence is at the forefront of our minds but how will it affect you?

2024 is predicted to be a HUGE year for AI. 15% of businesses in the UK have adopted at least one AI tool with more scheduled to integrate AI in the upcoming year. Generative AI is predicted to add trillions of revenue globally to the economy. AI can assist in automating repetitive tasks, analysing data and uncovering actionable insights, increasing efficiency and effective campaign performance and monitoring.

Accessibility is changing. Artificial Intelligence has become a huge tool for making content more accessible for brands, particularly neurodiverse customers. From generative text to automating captions and subtitles, and responding to social media queries, businesses are becoming more inclusive.

Marketing capabilities are on the rise. With the integration of AI in digital marketing strategies, AI is enhancing user experiences and driving conversions in AI-driven campaigns, adapting to individual user behaviours and preferences. Sounds great, right? As a business, it’s important to consider the right training for staff and the ability to adapt.

Beware of false information. In the aftermath of the hype of last year, brands should be cautious that despite its efficiency capabilities, AI has been known to produce misinformation. The rise in the manipulation of misinformation should be considered.

From personalised content to predictive analytics, AI sure is enhancing the user experience and driving conversions. This year, expect to see even more sophisticated AI-driven campaigns, tools and exciting features.

While AI’s potential is vast, it’s crucial to recognise its limitations. Brands should be aware that as an emerging technology, AI does lack some essential human qualities such as empathy, critical thinking and creativity. It doesn’t inherently deliver insights or drive efficiencies without the right people overseeing and inputting quality data, so let’s not forget about the importance of humans just yet.