AI's Impact on Marketing Strategies Discussed

The shift towards mobile commerce continues to gain momentum, with mobile devices accounting for over 51% of e-commerce transactions in 2023, a trend that is expected to reach 53% this holiday season, according to Adobe Analytics. As marketers adapt to this landscape, Verdant Zeal Group is hosting its 2024 Innovention Series, focusing on integrating AI into marketing strategies, with insights from Dr. Celestine Iwendi from the University of Bolton. The virtual event, scheduled for October 24, aims to inspire industry leaders on leveraging AI for marketing excellence and innovation. Meanwhile, the adoption of AI tools for advertising, exemplified by TikTok's Smart+ tool, reflects marketers' willingness to embrace these technologies for improved performance, despite concerns about transparency and control. However, advertisers face challenges related to budget management and performance accountability, as evidenced by issues with platforms like Meta's Advantage+. Ultimately, the evolving landscape emphasizes the need for marketers to adapt swiftly to technological advancements to maintain competitiveness.