The concept of Artificial Intelligence (AI) is not new. It has been almost 70 years since the term was coined, with AI going through phases of great enthusiasm, followed by periods of frustration, like the famous "AI winter" between the 1960s and 1980s.However, the true revolution of AI occurred in the last 15 years. Between 2010 and 2020, AI not only replicated human skills, but it surpassed her in areas such as image recognition and natural language processing. This was driven by the exponential increase in computing power and the evolution of algorithms
During this period, marketing began to transform with the arrival of Marketing 4.0, concept coined by Philip Kotler. He highlighted the transition from traditional marketing to digital, focusing on connectivity, in engagement and the growing role of communities, and AI has come to play a crucial role in this process.
Today, with Marketing 5.0, we are in a new era, in which the AI, automation and mass data analysis not only digitize processes, but create personalized and deep experiences for consumers
In 2024, AI goes far beyond operational automations; she transforms the way companies make strategic decisions, predict trends and personalize experiences. The evolution of technologies, of simplepromptsfor complex APIs, allowed AI to be applied in increasingly specific and impactful business contexts. It's not just about efficiency, but to offer the consumer a sense of exclusivity
According to a study by McKinsey, companies that invest in AI strategically are creating new sources of revenue and competitive advantages, not only automating processes. One of the biggest impacts of AI on marketing is the combination with neuromarketing, an area that explores how the human brain reacts to emotional stimuli. By customizing the customer experience dynamically and in real time, AI can activate brain regions linked to reward and satisfaction, creating a deeper bond and increasing consumer loyalty
This ability to customize is crucial, especially at a time when 75% of companies did not meet their marketing goals and 74% failed in sales, according to the 2024 report from RD Station. In this scenario, AI stands out as an essential tool to try to reverse this trend, helping brands align their campaigns with consumer behavior and individual preferences
Data from Marigold’s 2024 Global Consumer Trends Index reveals that different generations respond in distinct ways to personalization
- Generation Z (18–26 years)64% are more likely to engage with messages aligned with the brand's purpose. They seek authenticity and are drawn to exclusive content and brand communities. However, 51% are frustrated with excessively automated and irrelevant customizations
- Millennials (27–42 years)66% value the brand's purpose, but they are more engaged in loyalty programs. 42% feel dissatisfied when communications are not properly personalized according to their expectations
- Generation X (43–58 years)They focus on convenience and quality, with 59% prioritizing these aspects when making purchases. Although cautious about data privacy, they also become dissatisfied with automated interactions that seem intrusive or unnecessary
- Boomers (59+ years)46% are loyal to brands with which they have a long-term connection and are willing to pay more for that relationship. However, this generation is also intolerant of personalization that does not add real value
These data demonstrate that personalization is more than a trend; she is a necessity for brands that want to build genuine connections with different audiences. Each generation has unique expectations, and AI allows companies to adjust their strategies to create a deeper and more relevant impact
Although the advantages of using AI in marketing are evident, with the increase in the use of AI in automated interactions, the challenge of saturation arises. There is a risk that, with so many personalized messages, authenticity and relevance are lost. To avoid this, it will be essential to find the balance between scalability and genuine personalization.
Brands that can manage this complexity will be ahead, ensuring meaningful interactions and maintaining consumer trust in an increasingly competitive and content-rich environment. The AI is, therefore, at the center of this transformation, offering not only efficiency, but the ability to create unique and memorable experiences for each consumer, at all stages of your journey
