Generative artificial intelligence (AI) is revolutionizing the field of trade marketing, bringing innovative solutions that enhance efficiency, customization, and effectiveness of strategies. This advanced technology, which uses algorithms to create content and make decisions based on large volumes of data, is reshaping how companies plan and execute their trade marketing campaigns.
Generative AI is a branch of artificial intelligence that stands out for creating new content from large amounts of data, employing advanced algorithms like deep neural networks. Unlike traditional AIs, which are limited to predefined tasks, generative AI has the ability to produce texts, data, images, music, and other forms of media that mimic human creation, adapting to specific contexts and needs.
Among the main advantages of generative AI in trade marketing is its ability to create highly personalized content, based on extensive data analysis and the identification of market trends. This allows companies to better understand the needs and desires of customers, enabling more effective marketing strategies and, consequently, an increase in sales. For example, generative AI can analyze demographic data, purchase histories, and social media information to segment the target audience more accurately and develop marketing strategies more aligned with consumer preferences.
To illustrate these transformations, Kleber Astolfi, COO of Astéria, a company with over 19 years of experience in system development, presents five applications of generative AI that are facilitating trade marketing processes and making them simpler and more effective.
Mass Customization
One of the main advantages of generative AI is the ability to personalize on a mass scale. With consumer data analysis, AI can generate highly personalized content that resonates with different audience segments. This allows companies to create marketing messages that are more relevant and engaging to their target audiences, increasing the likelihood of conversion and loyalty.
Automation of repetitive tasks
Generative AI is also transforming trade marketing by automating repetitive and time-consuming tasks. From creating promotional texts to generating visual designs, AI can take on activities that previously required hours of manual work. This not only saves time but also frees up marketing professionals to focus on more strategic and creative tasks.
Data analysis and predictive insights
Another area where generative AI is making a significant difference is in data analysis. The ability to process and interpret large volumes of data in real-time allows companies to gain valuable insights into consumer behavior and campaign performance. Additionally, AI can make accurate predictions about future trends, helping companies adjust their marketing strategies proactively.
Creation of dynamic content and campaigns
Generative AI is capable of creating dynamic content that automatically adapts to market conditions and consumer behavior. For example, advertising campaigns can be adjusted in real-time based on audience feedback, maximizing relevance and impact. This makes marketing more agile and responsive, allowing for better adaptation to rapid market changes.
Better communication and collaboration
Internally, generative AI enhances communication and collaboration between marketing and sales teams. AI-based tools can synthesize complex information and present it in a clear and understandable way, facilitating informed decision-making. Additionally, AI can help coordinate multichannel campaigns, ensuring all parties involved are aligned and working towards the same objectives.
