3 AI marketing tactics that are actually working

The gap between AI promise and AI reality has closed.

Here what I learned at LiveRamp’s RampUp about what's working in marketing:

1️⃣ At Dotdash Meredith, editors are transforming content delivery by connecting the dots. Someone reading about 529 plans and toddler recipes isn't random. They're signaling clear consumer intent. "What AI allows us to do is make connections between different pieces of content,” Lindsay Van Kirk said.

2️⃣ At Havas Media Network, the focus is on creating "the next-generation AI-powered agency," Mike Bregman told the audience. The agency is using AI as a data scientist, joining datasets and analyzing them; as a planner, making the planning process faster and smarter; and as a digital strategist, analyzing and optimizing media in real time.

3️⃣ On Perplexity, according to Taz Patel, consumers are asking 10-to-12-word questions instead of basic 2-to-4-word searches, revealing deeper intent and creating the potential for new advertising opportunities.

The big takeaway for me was that smart use of AI helps marketers, brands and agencies make smarter connections. Thanks to John Battelle (my old boss waaaay back when at The Industry Standard) for a great session that made that point crystal clear!

For more on RampUp, including my takes on Newton Research, Rembrand and Publicis Groupe’s CoreAI, check out yesterday’s post.