Exploring Emerging AI Trends: Innovations in Marketing, Consumer Affairs, and Business
Posted: Sun Jan 19, 2025 9:12 am
Artificial Intelligence (AI) has been one of the main drivers of innovation in a wide range of sectors, and its application is increasingly integrated into the daily lives of Business, Marketing, Consumer Affairs and Education. We recently held the third meeting of the Business Impact Network (BIN) for Marketing & Sales, where we brought together experts to discuss emerging trends and practical cases of the use of AI in different areas, focusing on how these innovations are transforming the market and corporate strategies. “The topic of Artificial Intelligence will always be relevant and is latent in what we are doing,” emphasized Mila Securato, Ph.D., Partner and CRO at Saint Paul and leader of BIN Marketing & Sales.
Technological Innovations under Debate
The meeting began with an introduction to the central topics: the implications of AI in different segments and new technologies, such as autonomous cars, virtual reality and digital twins, which are already consolidating themselves as the next frontiers for the market. These innovations open up new opportunities, but they also bring challenges that require rapid adaptation and strategic planning.
Augmented Reality in Marketing: The Burger King Case
Eliza Damazio de Mello, Head of Immersive at VRGlass, gave australia whatsapp data clear examples of the impact of augmented reality (AR) on marketing campaigns. She highlighted the success of the Burger King campaign, which allowed users to “burn” competitors’ ads using an AR feature in the brand’s app. For her, the use of technology in marketing needs to be creative, but always focused on delivering value to the consumer and creating authentic and engaging experiences. Eliza emphasized that, although technology is a powerful ally, good ideas and purpose should guide its application. “We think of AI as a text tool, which already solves a lot of things, but it goes much further than that,” she commented.
Gemini: AI at the Service of Personalization and Productivity
Maria Clara Fleury, Head of Consumer and AI Marketing at Google in Latam, presented the Gemini platform, the company's new AI, and detailed how it is being used to improve productivity and personalize content. During her speech, she offered practical tips for creating more effective prompts and exploring advanced features, such as the ability to summarize videos and interpret images. The participant highlighted the importance of going beyond the AI "hype", always seeking tangible results and applying the technology in a structured way in business processes. In addition, Maria Clara talked about how people are feeling lost in this wave of AI and asked what may be the same question for many people: how do I participate in this? Am I being left behind?
AI in Operations: Efficiency and Personalization in VR Benefits
Priscila Abondanza, Customer Executive Director at VR Benefícios, brought up AI use cases focused on customer sentiment analysis, virtual assistants and personalization of communications within her company. She pointed out significant benefits in terms of operational efficiency, cost savings and increased customer loyalty. “Once a team uses AI, everyone wants to use it. So, they realize that AI really helps to improve their day-to-day activities,” said Priscila. In addition, she highlighted the need for solid data governance to approve the use of AI in a safe manner, minimizing risks and ensuring that teams are properly trained.
Challenges and Paths for the Future
The meeting also addressed the main challenges of adopting AI, such as the need for governance and the formation of teams capable of dealing with the technology in an ethical and efficient manner. The dissemination of knowledge about AI throughout the organization was identified as an important point, preventing the use of the technology from being restricted to specific teams. The goal is to use AI to solve complex problems in a collaborative and integrated manner.
With in-depth discussions and practical examples, the meeting highlighted that, to harness the true potential of AI, it is essential to balance technological enthusiasm with the search for solutions that add value to business and the consumer experience.
Technological Innovations under Debate
The meeting began with an introduction to the central topics: the implications of AI in different segments and new technologies, such as autonomous cars, virtual reality and digital twins, which are already consolidating themselves as the next frontiers for the market. These innovations open up new opportunities, but they also bring challenges that require rapid adaptation and strategic planning.
Augmented Reality in Marketing: The Burger King Case
Eliza Damazio de Mello, Head of Immersive at VRGlass, gave australia whatsapp data clear examples of the impact of augmented reality (AR) on marketing campaigns. She highlighted the success of the Burger King campaign, which allowed users to “burn” competitors’ ads using an AR feature in the brand’s app. For her, the use of technology in marketing needs to be creative, but always focused on delivering value to the consumer and creating authentic and engaging experiences. Eliza emphasized that, although technology is a powerful ally, good ideas and purpose should guide its application. “We think of AI as a text tool, which already solves a lot of things, but it goes much further than that,” she commented.
Gemini: AI at the Service of Personalization and Productivity
Maria Clara Fleury, Head of Consumer and AI Marketing at Google in Latam, presented the Gemini platform, the company's new AI, and detailed how it is being used to improve productivity and personalize content. During her speech, she offered practical tips for creating more effective prompts and exploring advanced features, such as the ability to summarize videos and interpret images. The participant highlighted the importance of going beyond the AI "hype", always seeking tangible results and applying the technology in a structured way in business processes. In addition, Maria Clara talked about how people are feeling lost in this wave of AI and asked what may be the same question for many people: how do I participate in this? Am I being left behind?
AI in Operations: Efficiency and Personalization in VR Benefits
Priscila Abondanza, Customer Executive Director at VR Benefícios, brought up AI use cases focused on customer sentiment analysis, virtual assistants and personalization of communications within her company. She pointed out significant benefits in terms of operational efficiency, cost savings and increased customer loyalty. “Once a team uses AI, everyone wants to use it. So, they realize that AI really helps to improve their day-to-day activities,” said Priscila. In addition, she highlighted the need for solid data governance to approve the use of AI in a safe manner, minimizing risks and ensuring that teams are properly trained.
Challenges and Paths for the Future
The meeting also addressed the main challenges of adopting AI, such as the need for governance and the formation of teams capable of dealing with the technology in an ethical and efficient manner. The dissemination of knowledge about AI throughout the organization was identified as an important point, preventing the use of the technology from being restricted to specific teams. The goal is to use AI to solve complex problems in a collaborative and integrated manner.
With in-depth discussions and practical examples, the meeting highlighted that, to harness the true potential of AI, it is essential to balance technological enthusiasm with the search for solutions that add value to business and the consumer experience.