Samsung has predicted 2024 will be “the year of AI”, claiming that the programme offers “endless possibilities”.

Speaking to Mobile Marketing Magazine, Samsung Marketing and Omnichannel Director, Annika Bizon said: “Whilst it’s [AI] already started to take flight and become a conversation starter, as a marketer myself I’m fascinated by the endless possibilities.”

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According to Bizon, who has been with the mobile giant since June 2021, not only does AI assist in asset creation, “but we are also entering an era where artificial intelligence can help adapt these assets based on what the live performance data is telling us.”

She added: “If brands can harness this technology in the right way, we can revolutionise the way we are communicating to customers within our marketing.”

The news comes as Kantar revealed AI “will find a way” next year, as 67% of marketers said they feel positive about the possibilities of Gen AI.

“A culture of continuous learning and data-driven decision-making is essential for marketers to navigate the technical and cultural shift we are living,” Kantar Global Thought Leader for Media, Gonca Bubani, said.

“But technology without human ingenuity is inconsequential, and that’s the nuance that comes from the intersection of meaningful data and expertise. Marketing Trends 2024 distils in a practical guide the necessary tools and knowledge marketers need to stay on the front foot.”

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Around 62% of marketers have said generative AI will augment human creativity, enhancing unique human qualities such as intuition, emotion, and context understanding, according to new research.

According to Capgemini Research Institute’s latest report ‘GenAI and the evolving role of marketing: A CMO’s Playbook’, organisations are already investing in the tool, with 62% of their total marketing technology budget being spent towards it.

The research also claimed that 47% of those surveyed have allocated teams for the implementation of generative AI in marketing.

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As a result, 57% of marketers expect generative AI to act as a catalyst for unlocking new creative possibilities, particularly when collaborating between human and AI-driven innovation. 

In the next two to three years, marketers already using generative AI expect it will be applied across data analysis (90%), search engine optimisation (89%), customer services (89%), content creation (88%) and image and video generation (86%). 

Gagandeep Gadri, Managing Director of Frog, part of Capgemini Invent, said: “The future of marketing will undeniably be influenced by the widespread adoption of generative AI to deliver personalised content and communication; its value realisation will need a fusion of strategic choices, human-centred creativity and a good understanding of the art of the possible in a very fast-moving space.

“In many ways, this feels like the Digital boom from 20 years ago, where the brands that succeeded were those that stayed true to their values but were brave and bold on how digital could deliver growth for their business. The same will apply to generative AI.”

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Apple has released a new advert to promote its new software update, showcasing voice-preservation technology which allows users to recreate their own voice to ensure that it’s”never lost”.

Directed by Oscar-winning director Taika Waititi, the phone giant’s new campaign features a young girl helping a giant mystical creature to find its ‘lost voice’ in the wilderness.

After searching throughout the forest and seas, it is revealed the narrator is in fact voiced by the girl’s father, who appears to have lost his voice due to an illness, however, through Apple’s technology he has managed to preserve it.

The whole advert is entirely narrated by AI-generated speech.

Starring disability advocate and physician Tristram Ingham, the ad was released in support of the International Day of Persons with Disabilities.

Ingham said: “Disability communities are very mindful of proxy voices speaking on our behalf. Historically, providers have spoken for disabled people, family have spoken for disabled people.”

“If technology can allow a voice to be preserved and maintained, that’s autonomy, that’s self-determination. When you have something that is so precious – a taonga, a treasure – I think we should do anything we can to make sure we keep hold of that.”

“At Apple, we design for everyone, and that includes individuals with disabilities,” Apple Senior Director of Global Accessibility Policy and Initiatives Sarah Herrlinger added.

“Communication is a crucial part of what makes us human, and we’re committed to supporting nonspeaking users as well as those who may be at risk of speech loss.”

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Ofcom has revealed that 58% of internet users are concerned about the future of Generative AI in society.

According to Ofcom’s 2023 Online Nation report, internet users are “conscious” of the potential risks of generative AI, as it was revealed that 79% of teenagers online aged between 13 and 17 are now using generative AI tools and services.

According to the report, UK Teenagers and children are far “more likely” to adopt generative artificial intelligence (AI) compared to adults.

The report also revealed that 40% of younger children aged 7-12 are also adopting the technology, with Snapchat My AI, which became freely available to all Snap users in April this year, being named the most popular generative AI tool among children and teens.

According to the research, Snapchat My AI is used by over 51% of online 7–17-year-olds.

ChatGPT is the most widely used generative AI service among internet users aged 16 and above (23%), it added.

“Getting rapidly up to speed with new technology comes as second nature to Gen Z, and generative AI is no exception,” Ofcom Group Director of Strategy and Research, Yih-Choung Teh said.

“While children and teens are driving its early adoption, we’re also seeing older internet users exploring its capabilities, both for work and for leisure.”

However, Teh added that the trade body also recognises that some people are concerned about what AI means for the future.

He said: “As online safety regulator, we’re already working to build an in-depth understanding of the opportunities and risks of new and emerging technologies so that innovation can thrive, while the safety of users is protected.”

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