Keynote: Empowering Marketers and Communicators with AI. Practical Tools, Emerging Trends, and Actionable Tactics Aldo Gnocchi 06.11.2024 Swiss Digital Leadership Forum 2024 Digital Marketing Expert: Over 20 years' experience in digital marketing, content marketing and social media. An AI enthusiast from the very beginning Founder & Owner: Founded Gnocchi/Digital Marketing in 2014, specializing in bespoke digital marketing strategy and implementation. Academic Leader: Lecturer in Digital Marketing at FHNW (started 2014 as external, since 2022 at ICC Institute) Program Director: Certificate of Advanced Studies (CAS) programs: AI-Powered Digital Marketing, Content Marketing, and Digital Content Creation. Senior Consultant: Advised companies such as McDonald's, UBS, Volvo, AXA and many others on their digital marketing strategies. Aldo Gnocchi, M.A. HSG 2 3 Didier Quarroz No doubt: AI has already had a massive impact on companies, marketing and agencies. 4 5 In which area do you think AI can already help improve your business? (EY, 2024) 6 Marketers employ generative AI for creating campaigns, enhancing customer experiences, conducting data analysis, and more: (Capgemini, 2023) ● AI Boost: Marketing Efficiency: 25% reduction in agency costs, $6M saved in image production, 7-day campaign cycles. ● Revenue & Cost Impact: 29% revenue growth, 22% gross profit increase, 11% reduction in operating costs. 7 The impact on businesses and agencies is clear. Business + Profitability through cost savings + Speed & Efficiency + Independence from agencies - Finding AI talent not easy Agency - Agencies are losing revenue. - Repetitive tasks are being replaced by AI (marketeers are doing it themselves). + AI can boost productivity and creativity 8 Mentimeter survey: I would like you to rate the following statements in regard to the use of AI in marketing and communications in your company. 9 10 Status Quo AI in Marketing & Communications 11 v 12 There are many interesting use cases, but is AI really as useful, efficient and intelligent as we think it is? 13 14 Marketers must know the AI use cases that deliver the highest impact. 15 AI is used to create content and to help sell 16 AI Best Practices 17 18 Exploration with Midjourney for Daimani 19 Final images 20 User-generated Volvo ad in 24 hours https://www.youtube.com/watch?v=TLxpfN23fGA 21 Artificial Influencers: Lil Miquela https://www.instagram.com/lilmiquela/ Brand Collabs https://www.instagram.com/reel/CyQWL9TIwPm/?utm_so urce=ig_web_copy_link&igsh=MzRlODBiNWFlZA== 22 Build your own Brand Face with Letz.ai - consistently and cost-effectively 23 AI-Powered Influencer: Puma’s Laila Khadraa https://www.instagram.com/laila.khadraa https://www.instagram.com/p/C_lO-9YoZZh/?utm_source=ig_web _copy_link&igsh=MzRlODBiNWFlZA== 24 Puma’s Laila Khadraa (AI-Powered Influencer) ● Virtual Persona: Puma’s Laila Khadraa uses AI for a fictional brand voice targeting young, tech-savvy audiences. ● AI (Letz.AI): Creates photorealistic, brand-consistent content with lower production costs. ● Key Benefits: Cost savings, full brand control, and adaptable content for quick campaign shifts. ● Challenges: Potential authenticity concerns and high technical requirements. 25 Puma's own AI Influencer - Good or bad? 26 27 28 New Ways AI Tools for Content Creation 29 Minimax / Hailuo AI (Beta) https://www.linkedin.com/posts/michalfinegold_genai-activity-7254849179259215872-TJ8l?utm_source=share&utm_medium=member_desktop 30 Klingai.com (Text to Video) https://klingai.com/?gad_source=1&gclid=Cj0KCQjwsoe5BhDiARIsAOXVoUvPtpCJUC0cA1kNGt0iSYp2PuhkxgmsdgR4fceUPXqVT_cJSYucvNEaAkZrEALw_wcB 31 Runway 3: Image to video (Halloween picture of my daughter animated) 32 AI tools are great, but... 33 Value Creation Most marketers focus on tools. But this does not lead to real value creation. This creates real value for your customers and your business. 34 Beyond Tools: Find the Real Value AI-powered automation with APIs Building AI Systems AI Agents & Swarm Agents (multi-agent system) Tools © Aldo Gnocchi, 2024 Automate Content Creation: e.g. AI-Powered LinkedIn Posts https://www.youtube.com/watch?v=GBgj22Dabuk Manage automation with Airtable (Kanban Board) Automate the process with Make.com 35 n8n a Powerful and Complex Platform for AI Automations https://www.youtube.com/watch?v=OlmOsrvvs5U 36 https://sintra.ai/ Sintra AI’s Marketing and Communication Agents: ● Soshie – Social Media Manager: Automates content creation, scheduling, and engagement analysis across platforms. ● Penn – Copywriter: Generates tailored marketing copy, including ads, blog posts, and product descriptions. (Sintra) ● Seomi – SEO Specialist: Produces SEO-optimized content, conducts audits, and performs keyword research. (Sintra) Use AI agents for various digital marketing measures (Sintra AI) 37 Microsoft Copilot Agents - Integrated Systems https://www.microsoft.com/en-us/microsoft-copilot/microsoft-copilot-studio#tabs-pill-bar-ocb9d4_tab0 Copilot Agents ● Content Creation: Assists in preparing pitch decks, meeting briefs, and data visualizations ● Sales Copilot: Integrates with CRM platforms like Dynamics 365 Sales and Salesforce Sales Cloud to enhance sales workflows. ● Email Assistance: Drafts and schedules emails using CRM data and Microsoft Graph 38 Hubspot Agent “Breez” Breeze by Hubspot ● Breeze Prospecting Agent: Automates sales prospecting with personalized outreach. ● Breeze Content Agent: Generates marketing materials like case studies and blog posts. ● Breeze Customer Service Agent: Provides instant customer support via AI-powered chat. 39 5 Takeaways 40 1. Fix the basics first, then shift Focus from Tools to Systems 2. Boost Efficiency & Cut Costs 3. Personalize at scale 4. Prepare for AI-Enhanced Collaboration 5. Develop an AI strategy, launch pilots and rapidly scale successful projects. 41 AI Skills for Marketers: Unlock YOUR Competitive Edge Everyone’s Talking About! 42 43 Don’t Get Left Behind – Transform Your Marketing with AI! CAS AI Powered Digital Marketing Why This Program? 5 Months to Elevate Your Marketing Game Real-World AI Tools for Real Results Customized Learning, Tailored to You Program At a Glance Format: 16 days of hybrid learning (Online & Olten) Credits: 16 ECTS Investment: CHF 7,500 44 Your Competitive Advantage: Unlock Productivity Gains: Use AI to streamline your marketing processes and maximize impact. Innovate Your Strategy: Lead with creative AI strategies that set you apart from the competition. Accelerate Career Growth: Gain skills today that future-proof your career for tomorrow. Scan the QR code to learn more and secure your spot! https://www.fhnw.ch/de/weiterbildung/wirt schaft/cas-ai-powered-digital-marketing Contact me for more information. Get connected. 45 Aldo Gnocchi Fachhochschule Nordwestschweiz Hochschule für Wirtschaft Institute for Competitiveness and Communication ICC 📞 +41 629 57 27 36 📧 aldo.gnocchi@fhnw.ch 🔗 https://www.fhnw.ch/de/personen/aldo-gnocchi 46 Thank you.