Romain Lerallut, VP of Engineering at Criteo, believes that AI will play a fundamental role in advertising for MULO (multi-location) brands.
Enabling marketers to “speak” directly to consumers at all stages of the decision-making and purchase process, AI will not only result in more effective campaigns but also save companies advertising dollars and resources.
What do you see as the best uses of AI in advertising?
“AI can play a crucial role in driving value in the commerce ecosystem by helping brands connect with customers wherever they are, whether they are shopping in-store or online, by identifying specific consumer profiles. Through these profiles, personalized product recommendations and campaigns are highly personalized to resonate with the consumer. This can increase customer engagement, higher conversion rates, and greater revenue for retailers across industries.”
What will the impact of AI be on the entire brand marketing and advertising
industry?
“Like the steam engine in the 19th century and electricity in the 20th, AI is a new industrial revolution that will reshape our world, including the brand marketing and advertising industry. In this industry, AI will enable more personalized and efficient campaigns that will continue to help brands better understand and engage with their customers.
Key areas for future consideration include ethical AI development, privacy and data security, AI and creativity and hyperlocal AI applications. By addressing these areas, the industry can harness the power of AI to create more effective and engaging marketing experiences that resonate deeply with consumers, fostering stronger connections and driving business growth.”
What’s a specific AI-assisted campaign that worked particularly well? How was it tracked? Was performance compared to human-only advertising?
“We recently worked with GriffeShop on a campaign that utilized our AI-powered technology to identify and reach high-value prospects with relevant product recommendations. By analyzing vast amounts of data on user behavior, preferences, and purchase history, Criteo’s algorithms effectively segmented audiences to deliver highly personalized ads – which resulted in a 96% increase in sales and a 47% improvement in conversion rate.”
What do you see as changing in the AI ecosystem over the next five years as it
relates to multi-location brand marketing?
“As AI technology advances, we can expect to see enhanced predictive analytics, intelligent automation, ethical AI adoption, and integration with emerging technologies impact the future of multi-location brand marketing.
For example, a retail chain could use AI to analyze customer purchase data and location information to create highly personalized promotions for each store. AI-powered predictive analytics could help a restaurant franchise anticipate peak demand times and optimize staffing levels accordingly. Intelligent automation could streamline tasks like social media management and email marketing, allowing brand marketers to focus on more strategic initiatives.
These developments will enable brands to deliver more relevant and effective messages, optimize their strategies, increase efficiency, and create immersive marketing experiences. However, maintaining consumer trust is paramount in this process. Brands that leverage AI must prioritize ethical AI development and follow strong privacy practices that protect consumer data to ensure their AI-powered campaigns are fair, unbiased, and transparent.”
Join us at Street Fight LIVE on November 7th to learn more from Criteo and other agencies and brands about AI’s impact on personalization and effective marketing.
