Destroying Goals shows that advertising can benefit from search speed
Artificial intelligence does not allow artificiality in its handling. Therefore, using it as an anchor to resolve deficiencies is a huge mistake. Generative AI has the ability to generate solutions, but not insights. It can learn and relearn, but the human starting point is what will lead to a solution that real-time data automation can provide. AI is big business and will continue to be so. Came to stay. A study by the German company Statista indicates that the current US$200 million will jump close to US$2 billion in 2030.
“AI refers to the ability of a computer or machine to imitate the skills of the human mind, which often learns from previous experiences to understand and respond to language, decisions and problems”, summarizes Statista.
This optimized data analysis, which reaches professionals’ desks in seconds, advances in the Brazilian market and globally. Marketing and advertising are glued to this reality that not only adds speed to current accelerated processes, but stimulates creativity, because without it, as experts attest, AI will be a painful ‘ouch ouch’. Advertiser Giovanne Siqueira, specialist in B2B marketing and CEO of Destruindo Metas, specialized in business education and mentoring for communication agencies, has already received more than three thousand services for agencies in 20 countries.
He explains that 26% of professionals who integrated AI noticed lead qualifications of around 20%. He cites the positive performance of IBM, Salesforce and Adobe with sales process automation as executives focus more on closing deals. Saraiva calls it cycle 3
the moment of AI, which it considers to be maturation.
“Most companies already know it, they know how it works, but they are not yet 100% mature to use it. Everyone is trying to adapt quickly and fit AI into their operations. The benefits are speed, dynamism, automation of repetitive tasks, data analysis and high-scale content creation. It’s as if you could have a professional working for your company in any area you need. And the risks of AI will always be more about the human being than the AI itself. Any type of AI comes to support humans and not replace them. I believe that any AI, at least at its current stage, needs human supervision”, explains the CEO of Destroindo Metas, who explains the reason for the interest and growth.
“It evolves and grows at the same speed as people discover how much money they are leaving on the table without using any type of artificial intelligence. Hundreds of activities can be replaced without losing any quality. This does not mean that it is replacing people, but rather, making people more productive and agile”, he explains.
How is advertising benefiting from this artifice? Saraiva responds: “In different ways, but I like to highlight two. In the past (a few months ago) the main search channel for references, articles and other information were the well-known search engines we have today. Currently, it is much faster and more practical for me to ask a question to an AI aimed at exactly what I want to know about a certain subject. If I want to know about the Second World War, I can search the search engine, read several articles about it and come to a conclusion. With AI, I can simply ask it to bring me the information I want, along with a conclusion. The second benefit is related to data analysis. Previously, it took us a few days, weeks or even months to analyze large spreadsheets, consumer data, etc. Today, with a few questions and attaching the spreadsheet to some AI, we can achieve this in seconds.”
Last year, the advancement of AI increased by 250% according to HubSpot. To automate processes, reduce costs and increase efficiency in the areas of sales and marketing, as Saraiva details. He continues: “It is important to highlight that although AI is a powerful tool, it should be seen as a complement to human work, not a replacement. Experience, relationships and human intelligence are still essential for success in sales. Therefore, the harmonious integration between AI and human skills is essential to maximize companies’ sales potential in the current scenario,” he comments.
Destruindo Metas has expertise in preparing for this new scene in the digital era. And the market stimulates this search. For example, the Integrity Forum 2024, an event organized by Quality Digital with the support of Diligent, will be held on May 21 in São Paulo with a plan to set the tone for ethical issues and social impacts. One of the speakers will be Cássio Pantaleoni, who will address the topic ‘Responsible GRC & AI – impacts and possibilities’. He is the author of the book ‘Humanly Digital: Human-Centered Artificial Intelligence’.
