Insights

Generative AI has become a focus for many within our industry in recent months. A subset of AI-based startups is looking to transform the use of AI within the creative development process – transitioning from a world where only humans could deliver creative work that was legible and well designed to one where AI pairs creatives and machines closely together to improve outputs. Generative AI is predicted to become ready for mainstream use around 2030, but many are still unsure about what a successful AI + creative team partnership could look like. Generative AI startups don’t look to remove creative inputs, but instead, free up creatives to work differently.

If you talk to twenty different marketing and media professionals and ask them for their KPI framework for which they measure success, you’ll likely get twenty different answers. Upon closer inspection, some metrics may be a common thread, but all too often pitfalls exist; some versions may try to measure everything to the point of becoming an eye chart of ups and downs, while others may be so focused on a specific job to be done that they lose context of the bigger picture. At CourtAvenue, we use a KPI framework that aims to simplify format, provide a balance of metrics, and allow for scalability across channels and experiences. All while introducing the customer journey into the mix.

Each year at CourtAvenue, we look around and think through some of the technology and industry shifts that are exciting. In some cases, these represent the convergence of technology, such as in the idea of applying the concept of an AI digital twin to a persona, where the persona can really come alive versus being a static artifact. We also consider technologies gaining maturity, such as augmented and virtual reality, and how they may start to blend into the everyday web and mobile sites we commonly use.

When social platforms first emerged, brands quickly realized opportunities for new impressions, data collection, and deeper market penetration to ultimately increase sales. But unforeseen consequences of these tactics included higher rates of depression, anxiety, vast distribution of misinformation, cyberbullying, and countless other unfortunate byproducts. It’s easy to paint tech companies as the villain, but the reality is that all these negative outcomes were subsidized by brands. With the metaverse emerging as the new frontier, brands are (once again) eager to leverage their marketing potential. But this time around, brands could recalibrate strategies, refocus metrics, and manage expectations with a more ethical goal in mind. In the same way that Web2 democratized information, Web3 has the opportunity to democratize experiences.

B2B purchasing transactions – already on a journey of evolution – are going through their most significant transformation yet. With buyers yearning for richer experiences, brands will need to reimagine traditional formulas. Think of someone who regularly interacts with best-in-class experiences (like Amazon) as a consumer. Still, once they get to work and put on their B2B hat, they’re met with dull, minimally visual websites (often about five years behind their B2C counterparts). A great example of this in the marketplace comes to life in the electronics category.