Aug 2023 – R3 organized two marketing roundtables in Singapore, attended by professionals from Colgate-Palmolive, DBS Bank, Singapore Economic Development Board, GSK, Health Promotion Board, Kimberly-Clark, Mandai Wildlife Group, Mastercard, McCormick, Nanyang Technological University, NTUC First Campus, Sentosa, Singtel, Standard Chartered, Zespri, WARC, and Meta, who shared their experiences and opinions around Generative AI.
While AI can augment creativity, optimize campaigns, and analyze consumer trends; marketers should not simply adopt AI for the sake of following trends. Instead, brand purpose and creative messaging must first align, before any tech is chosen for a campaign. The human ability to judge and create great stories should be amplified, and not overshadowed, by AI.
AI is a powerful tool for producing more efficient assets. However, the onus lies on marketers to be proactive in ensuring inclusive and responsible use. Careful consideration and scrutiny should be given to any application to avoid perpetuating biases in campaigns.
To maximise the potential of AI, brands could start by reviewing internal marketing organization, external partnership ecosystem, and talent.
Our consultants and strategists help marketing and procurement teams matrix their entire partnership ecosystem so they can build marketing capability aligned to core business priorities and forecast talent needs. This includes delivering insights into the marketing organizational structure of competitors, needs-based remuneration models and North Star examples.
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