South by Southwest (SXSW) is the right place for technology and innovation enthusiasts from different sectors. This is a unique chance to connect with new trends and disruptive ideas that shape the experience of people around the world. The expectation of this edition differs a little from others marked by futurology, as the Artificial Intelligence (AI) is a reality now, and it is possible to come across projects in which it is being applied, and ways on how to scale innovations, as well as their implementation in different types of businesses. But, that’s not all.
AI is changing the way marketing is carried out within companies and beyond, and this is one of the areas with the greatest possibility of appropriating technology in favor of more assertive projects. To give you an idea, according to a Gartner survey, by 2025, three out of every ten marketing messages sent by large organizations will be generated synthetically. In 2022, this number was less than 2%.
Furthermore, the use of artificial intelligence linked to Machine Learning is being featured in the SXSW conversation. As CMO of Cogna, I see how we can increasingly improve the use of innovations in our operations. Part of this effort is understanding the main points presented at this festival, which presents information and data to promote various discussions. Below I share with you some of my bets for SXSW 2024.
Generative AI the future of marketing?
According to the 2023 survey carried out by Dentsu, one of the largest advertising agencies in the world, 87% of marketers say that generative AI represents the future of advertising and marketing. However, more than half of those interviewed are afraid that generative artificial intelligence will be able to take their jobs. In other words, there is still fear of what this adaptation and implementation will be like. Furthermore, another ordeal that has moved me at SXSW is understanding the new CMO profile. Before, it was a position focused on branding, very focused on the area. However, now it becomes a position capable of analyzing the business as a whole. I’ve noticed that this is one of the hottest discussions around here.
The way we count makes all the difference
One of my biggest concerns is seeing how other companies deliver attractive narratives to customers. In an original, affective and effective way, the storytelling is gaining space at the SXSW discussion tables and we see how relevant brands innovate and are capable of telling stories today. This closeness and real bond between customers and the company is one of the attractions of the event. Mara Ferranti Corra and Sarah Joseph, for example, will start a conversation about how to combine storytelling with social and behavioral science to promote positive changes. How can we tell more stories and establish a positive reach with our customers across Brazil?
Creators as a whole ball
If the narrative matters, then imagine the potential that those who tell it have? According to the 2024 SXSW pipeline, you can see that content creators are on the rise. There are approximately 20 million content creators in Brazil, according to the study Socioeconomic impact of the Creator Economy in Brazil: scenario and trends, from 2023, carried out by FGV. And, customers are being impacted by them. How are these creators growing and can they bring value to brands? Where are customers looking for information on the topics they are interested in? How are companies organically impacted? These are some of the provocations that I am bringing to define the next paths that we need to take as a company.
A new way to impact your customers
The sales funnel is a strategic model widely used by us in marketing and, with the advancement of technology, due to the expansion of digital platforms (of which there are several today), there are different journeys that customers can access to finalize a purchase. Perhaps we are seeing the birth of a new form of this process. Here at SXSW, I noticed that this is a relevant concern for companies.
Does online and offline still exist?
Lastly, we are actively living in the digital environment and part of the chats talk about how to balance work and personal digital life. Each brand is creating and improving in this sense. In the Education segment, with data analysis and artificial intelligence, Cogna, for example, integrates all its brands into the same journey, to meet all the needs of Brazilians aged 2 to 100, in a personalized and flexible way.
I believe that this edition of SXSW will bring many beneficial examples to the market and will tend to move businesses towards more technological paths, while at the same time delivering new ways of thinking about what we have available and how to put it into practice.
Leonardo Queiroz partner and VP of growth at Cogna Educao
