"Now AI has to deliver"

Felix Bartels, CMO of the Serviceplan Group, presented several innovative AI tools that are transforming the marketing process. One highlight was NE.R.O AI, an AI-supported targeting tool that works without cookies and is said to be superior to classic profile targeting in terms of performance and effectiveness. According to Bartels, it increases the session duration in advertising environments by 34 percent and reduces the bounce rate for advertising by 23 percent. Bartels emphasized the ability of NE.R.O AI to display contextual advertising individually and thus enable personalization and automation in real time.

Another tool presented was Persona GPT, which makes target groups and their lifeworlds tangible for all those involved in marketing, including the creatives. It uses extensive data sources from WEMF, YouGov and Nielsen. Persona GPT makes it possible to gain deeper insights into the target group through a chatbot conversation and to develop creative ideas that are emotionally appealing and trigger action.

The Emotion Engine analyses storyboards and finished commercials to predict and optimize their emotional impact. The tool draws on the analysis of over 2000 commercials and examines various design and content features in order to predict the emotional reactions of viewers. This makes it possible to decode conscious and unconscious signals and maximize the effectiveness of advertising media.

Practical applications and cultural change

Nathalie Diethelm (CEO House of Communication Zurich) and Pascal Fröhli (Co-CEO Mediaplus Suisse) explained how the integration of these AI tools improves the efficiency and effectiveness of marketing campaigns. By processing large amounts of data quickly, detailed insights can be gained that go beyond traditional demographic targeting. This makes it possible to develop personalized and targeted campaigns that are tailored to the specific needs and emotions of the target groups, Diethelm and Fröhli told Werbewoche.ch editor Beat Hürlimann.

Diethelm and Fröhli also emphasized that the use of these advanced technologies would have a positive impact on the agency's culture. The close collaboration between creatives and analysts has led to the teams being better networked and working together on innovative solutions to offer clients real added value. There is no fear of contact, but rather an inspiring collaboration that has already led to the first successful campaigns

Consumer behavior and high momentum brands

Harald Schuster and Petra Süpitz from NIQ/GfK emphasized the importance of emotional connection for the success of brands. They identified four success factors for high momentum brands: innovation, uniqueness, trust and convenience. As an example, they cited L'Oréal, which stands out with its AI-supported, personalized beauty tech experiences and won the "Best Brand Beauty" category at the Best Brands Awards 2024.

The role of AI in real-time marketing strategy

AI platforms offer new opportunities for the real-time optimization of marketing strategies. They enable faster decision-making and provide specific recommendations based on AI-supported analyses. Examples of this include price and promotion monitoring, competition analyses and forecasting the emotional impact dimensions of advertising spots.

The roadshow highlighted the immense potential of AI to drive marketing innovation, campaign management and resilience. Serviceplan's AI tools not only improve the precision and personalization of marketing measures, according to the specialists present, but also enable brands to compete effectively in a challenging economic environment. As AI evolves, its role in marketing will continue to grow and become an indispensable asset for brands that want to stand out from the competition, they added. Or as Bartels said at the start of the roadshow: "Now AI has to deliver"