Generative artificial intelligence (AI) is revolutionizing the field of trade marketing, bringing innovative solutions that enhance efficiency, the personalization and effectiveness of the strategies. This advanced technology, that uses algorithms to create content and make decisions based on large volumes of data, is reshaping the way 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 such as deep neural networks. Unlike traditional AIs, that are limited to predefined tasks, generative AI has the ability to produce texts, data, images, music and other forms of media that imitate 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 the analysis of extensive data 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 history 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 at scale. With the analysis of consumer data, 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 for their target audiences, increasing the probability of conversion and loyalty
Automation of repetitive tasks
Generative AI is also transforming trade marketing by automating repetitive and time-consuming tasks. From the creation of promotional texts to the generation of visual designs, AI can take on tasks that previously required hours of manual work. This not only saves time, but also frees 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. Furthermore, AI can make accurate predictions about future trends, helping companies proactively adjust their marketing strategies
Creation of content and dynamic 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 changes in the market
Better communication and collaboration
In the internal scope, generative AI improves 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. Furthermore, AI can help coordinate multichannel campaigns, ensuring that all parties involved are aligned and working towards the same goals
