What's Happening?
During a Brandweek 2025 panel discussion, marketing executives from Cognitiv and Kellanova shared insights on leveraging AI and deep learning to improve marketing strategies. Eric Danetz, president of
Cognitiv, highlighted the company's journey since its founding in 2015 as a deep learning advertising platform. Cognitiv initially focused on using first-party data to create algorithms targeting specific KPIs. The company has since partnered with OpenAI to develop ContextGPT, enhancing its ability to leverage contextual signals for marketing. Nicole Vinson from Kellanova discussed the challenges and opportunities presented by cookie deprecation, emphasizing the importance of connecting various data sources for a holistic consumer view. Both companies are using AI to identify customer nuances and improve targeting and prospecting strategies.
Why It's Important?
The integration of AI in marketing strategies is crucial as it allows companies to better understand consumer behavior and preferences, leading to more personalized and effective marketing campaigns. By utilizing AI, companies can improve their conversion rates and customer engagement, ultimately driving business growth. The shift from traditional SEO to generative engine optimization (GEO) reflects the evolving landscape of digital marketing, where AI plays a central role in attracting and retaining customers. This development is significant for marketers seeking to stay competitive in a rapidly changing environment, as it offers new tools and methodologies to enhance their strategies.
What's Next?
As AI continues to evolve, companies are expected to further integrate these technologies into their marketing strategies, focusing on real-time data analysis and adaptive campaigns. The ongoing development of AI tools like ContextGPT will likely lead to more sophisticated targeting and prospecting capabilities, enabling marketers to reach consumers with greater precision. Companies may also explore new partnerships and collaborations to expand their AI capabilities, ensuring they remain at the forefront of innovation in the marketing industry.
Beyond the Headlines
The ethical considerations of AI in marketing are becoming increasingly important, as companies must navigate issues related to data privacy and consumer trust. Establishing clear guidelines and governance structures for AI use will be essential to maintaining ethical standards and ensuring consumer confidence. Additionally, the cultural shift towards AI-driven marketing may influence how brands communicate with their audiences, potentially leading to new forms of engagement and interaction.
