Generative AI Takes Center Stage at Advertising Week New York
NEW YORK — The excitement around generative artificial intelligence (AI) was palpable at the recent Advertising Week New York. Although some professionals may feel that the honeymoon phase is fading, discussions surrounding the novel technology were buzzing throughout the event. One of the standout companies, Moët Hennessy, shared their optimistic outlook on what generative AI can bring to the luxury goods sector.
The Promise of Personalization
Tatyana Ilyin, the director of digital for Moët Hennessy’s champagne and sparkling portfolio, expressed her enthusiasm for how generative AI can help brands personalize marketing messages in a way that resonates deeply with consumers. “Being able to craft a message uniquely for an individual or a specific group, and then create marketing materials at scale through automation — that’s a tremendous opportunity for us,” she noted during a panel discussion.
However, Ilyin also pointed out the challenges that this technology presents. She emphasized the need for maintaining the luxury feel and authenticity of the brand. “We need to ensure that our executions remain elevated and do not compromise our brand ethos. That’s where the human touch becomes crucial,” she explained.
Time Management: A Major Focus
Ilyin’s team spends a significant amount of time on repetitive tasks, which eat into the core objectives of brand development. With generative AI, she estimates that around 80% of this time could be redirected towards strategy and brand-building activities. This shift could revolutionize how her team operates day-to-day.
“We are really trying to engage with AI thoughtfully,” she stated. Ilyin underscored the importance of adopting a “test and learn” approach as brands explore the various applications of generative AI in their marketing strategies.
Transforming Content Production
When it comes to content production, she is envisioning things like “automated focus groups” for testing marketing material and sophisticated tools that can gauge the right audio or visual elements needed for maximum engagement. As more luxury brands invest in chatbots, virtual assistants, and even virtual influencers, the potential for increased customer interaction is immense.
Notably, Cloudy Bay Vineyards, also part of Moët’s parent company LMVH, has introduced an AI-powered chatbot that helped users craft special out-of-office emails for their “Summer Fridays” campaign. Such innovations highlight the growing trend of integrating AI into marketing tactics.
Challenges Ahead with Media Planning
Ilyin also pointed out the necessity for clear media planning strategies moving forward. Generative AI may be a significant asset in addressing issues such as signal loss within programmatic advertising, especially since the alcohol sector encounters unique challenges in this area. Understanding how to leverage generative AI for efficient media strategies is top of mind for Moët Hennessy as they look towards 2025.
However, in the luxury sector, brands must tread carefully, ensuring they maintain high standards for brand safety and privacy. “Our clients trust us with their data, and it’s our responsibility to handle it wisely,” she remarked. “We want to innovate, but not at the cost of our integrity.”
A New Era for Data-Driven Marketing
Ilyin is already experimenting with a new AI media-planning solution from ad-tech company Viant, which combines both publicly available data and anonymized insights. This could profoundly change how Moët Hennessy collaborates with media agencies.
As the use of generative AI expands, it could usher in a more data-driven and efficient marketing landscape. “We all need to embrace a test-and-learn mindset as we dive deeper into generative AI,” she shared, adding that the integration of this technology is set to reshape marketing strategies for the better.
Conclusion
At Advertising Week New York, the conversation around generative AI not only showcased its potential but also highlighted the careful balance that luxury brands must maintain. While the waves of innovation grow, it’s clear that thoughtful engagement with technology will define the future of marketing.
