Brands are pushing the envelope to hire splashy AI leadership roles and prove to the market that they’re serious about AI. Within the next year, new roles on the rise will include ethicists, conversational marketing specialists with expertise in sophisticated chatbots, and data-informed strategists on the brand side.

The article discusses an innovative advertising campaign created by the digital marketing agency Monks for the sleep wellness company Hatch, utilizing Google AI technology. This initiative is part of the Google AI Lighthouse program, which encourages agencies to develop ambitious campaigns that leverage AI capabilities. Monks faced the challenge of launching Hatch's new Restore 2 smart clock to new and previously overlooked audiences within a limited timeframe and budget. To tackle this, they employed Google’s AI tool, Gemini, to analyze social media trends, search queries, and competitor data. This analysis helped identify three key customer personas: the Stressed Professional, the Biohacker, and the Wellness Enthusiast. By role-playing these personas, Monks was able to create detailed profiles that informed the campaign's messaging and creative direction. The campaign aimed to deliver personalized messages tailored to each audience segment rather than a one-size-fits-all approach. Monks used Gemini to explore what a good night’s sleep meant for each persona, allowing them to craft specific narratives that resonated with their aspirations and lifestyles. This included generating visual and copy assets that depicted each persona's ideal day and bedroom environment. The final phase involved deploying the campaign across Google’s platforms using Performance Max, which allowed AI to optimize ad delivery based on user signals. The results were impressive, with an 80% increase in click-through rates, 46% more engaged site visitors, and a 31% reduction in cost-per-purchase compared to previous campaigns. Additionally, the campaign was executed with 50% fewer design and production hours than typically required. The article emphasizes that the integration of AI not only enhances efficiency but also enables marketers to explore creative possibilities that were previously deemed impossible. Monks' experience illustrates how AI can transform the creative process, allowing for hyper-personalized marketing at scale.