Explore ways to leverage AI, say WPP leaders
WPP execs Daniel Hulme, Saulo Rocha, Allison Spray, Vickie Segar, Michele Arnese and Audrey Kuah share trends that are likely to shape marketing and communications in 2024
At the cusp of the new year, world leaders stand in anticipation, brimming with the possibilities and opportunities that the new year has to offer. WPP leaders recently shared their views about the major trends that will shape marketing and communications in 2024.
They spoke on how brands could experiment to engage with customers and how companies could tailor products by leveraging AI and other tech tools.
In a video posted by WPP, the leaders echoed that the biggest opportunity for brands in 2024 would be to explore ways to leverage artificial intelligence (AI) to drive their businesses. Another trend that the experts discussed is the growing impact of social media and how brands need to find creative ways to stand out and connect with people.
Daniel Hulme, Chief AI Officer, WPP, said, “In 2024, we are going to see the scaling of AI. Large language models are not only able to produce text and imagery, they’re going to produce sound and video.”
Meanwhile, Saulo Rocha, Chief Creative Officer at DAVID Madrid, said: “Players who have never had access to production will now be able to do so in a fantastic way.”
Allison Spray, Global Head, Intel+Tech Innovation at Hill+Knowlton Strategies, said, “Technology may be opening us up to risk but it's also helping us to mitigate it”.
Vickie Segar, Founder at Village Marketing, said, “A new trend that you may not have thought about yet is the intersection of influencer and SEO on Tik Tok”.
Today, we operate in a privacy-first marketing ecosystem and zero-party data continues to be a critical part of this system because it builds better trust with customers and better experiences for customers”, said Audrey Kuah, CEO, Asia Pacific, Wunderman Thompson.
Bukky Moemeke, Global Director - Sports, Live & Gaming, Wavemaker, shared, “A trend for 2024 I believe will be the digitization of the fan experience”.
Luiza Baffa, Managing Director at AKQA Casa, said, “Brands will test and experiment with new ways of creating and producing entertainment”.
According to Michele Arnese, Founder and Global CEO at amp, “Consumers will never forget how brands made them feel like. Sound is gaining momentum in the brand world because it's responsible for that feeling”.
Katie Rigg-Smith, Chief Strategy Officer, Australia and New Zealand at WPP, opined, “The world is craving a little inspiration right now. So, new ideas, ways to have some fun and completely unconventional partnerships and allow brands to deliver that.”
The key insights from WPP leaders point towards a future where AI, social media, sustainability, and innovation will significantly shape how businesses communicate and market their products in the coming year.
