AI is a powerful tool for marketers to understand and engage with their target audience, says expert

Artificial Intelligence was also the buzz word at the 70th edition of the Cannes Lions festival. As the epicenter of global creativity, Cannes Lion had become the perfect platform to explore the immense potential of AI in shaping the future of the industry.

Srinivasan emphasised that generative AI, a subset of artificial intelligence, has the potential to revolutionise marketing practices. By leveraging generative AI models, marketers can automate repetitive tasks, freeing up time to focus on more strategic and creative aspects of their campaigns. This technology opens up new avenues for innovation and experimentation, leading to increased productivity and enhanced campaign performance.

Earlier, in an interview to Storyboard18, Philippe Krakowsky, global chief executive officer of Interpublic Group had also highlighted that AI acts as a platform that, when combined with human creativity, can unlock new value and opportunities.

Srinivasan's insights underscore that in a world where consumers are exposed to a multitude of touchpoints and conduct extensive research, the role of artificial intelligence in advertising cannot be understated. AI enables marketers to predict and influence consumer decisions by serving personalised messages to their target audience. Additionally, generative AI further enhances productivity and creativity, enabling marketers to optimise their campaigns and drive better results. As AI continues to advance, its integration into advertising practices will become increasingly vital for businesses seeking to stay competitive in the ever-evolving digital landscape.

Also, actress Bhumi Pednekar and Karen Thompson from MAC Cosmetics recently engaged in a conversation about the Viva Glam Charitable Initiative. This initiative aims to promote a healthy future and equal rights for everyone. As part of this campaign, MAC Cosmetics has introduced a special edition Viva Glam Bhumi Pednekar lipstick. The entire amount raised from the sales of this lipstick will be donated to local organizations that provide support to women, girls, HIV/AIDS relief efforts, and the LGBTQIA+ community.