Artificial Intelligence (AI) is everywhere, but its potential impact on SEO practice is one of the most exciting changes we foresee. In fact, as we look ahead to 2025, the synergy between AI and marketing strategy will transform the way businesses engage with the search experience. The changes aren’t just about refining what we already do; they amount to a significant and exciting overhaul of how we interact, optimize, and engage.  

As it reshapes our business, AI will bring plenty of challenges as well as opportunities. Fortunately, Mod Op is uniquely prepared to steer through these changes.
 

What are the transformative impacts of generative AI on Search Experience?

Automation of SEO Tasks:
AI’s capacity to automate intricate and repetitive tasks is revolutionizing SEO. Today’s algorithms can sift through vast datasets with a speed and accuracy that no human can match, facilitating real-time SEO adjustments. The impact of AI even extends to optimizing content for long-tail keywords, refining meta descriptions, and enhancing website structures—all in alignment with the ever-evolving search engine algorithms

Content Creation and Personalization:
Generative AI has the power to produce high-quality, pertinent content at an unprecedented scale. Through advanced natural language processing (NLP) models, the technology can craft articles, blogs, and web copy that are not only search-engine optimized, but also finely tailored to the preferences and behaviors of the audience. This dual focus is enormously advantageous because it ensures that the content is both search-engine friendly and deeply engaging – a win-win

Predictive Analytics and Consumer Insights:
We’ve seen that AI can be used to forecast trends and user behavior by analyzing historical and contemporary data. These insights empower businesses to preempt market shifts, grasp consumer preferences, and develop strategies that are aligned with changing demands. For search marketing, this prescience translates to adapting keyword strategies and content plans proactively, securing a competitive advantage for businesses

What are some of the challenges presented by AI in Search Marketing

Ethical Considerations and Bias:
Of course, the use of generative AI raises significant ethical questions, including the risk of inherent biases within AI algorithms. Algorithm bias could potentially distort content generation and search strategies, leading to an inaccurate emphasis or misrepresentation of demographic groups. To mitigate these risks, we need to be constantly vigilant and ready to refine AI training data to maintain fairness and precision.
 

Is overreliance on Automation a bad thing? Yes.

While AI significantly boosts efficiency and effectiveness, excessive reliance on it can dampen the creativity and innovation of new search strategies. Marketers must find an optimal balance, leveraging AI for routine tasks while preserving human ingenuity for strategic decision-making.
 

Keeping Pace with AI Advancements

AI technology evolves at a breakneck pace, making today’s cutting-edge tools potentially obsolete tomorrow. To stay agile, businesses must continually educate themselves about new tools and techniques to stay relevant in a rapidly changing landscape.
 

Mod Op’s Strategic Preparation for AI-Driven Search Marketing 

At Mod Op, we understand the potential and challenges of AI in search marketing, and our AI Council has proactively woven the technology into our strategic framework

Investing in AI Tools:
Mod Op has committed to advanced AI technologies that not only enhance operational efficiencies, but also improve client outcomes. These tools are consistently updated to keep pace with the latest AI developments, ensuring our leadership in AI application within the marketing sector

Ethical AI Usage:
At Mod Op we maintain stringent ethical standards in our use of AI, ensuring all applications are free of biases and respect user privacy. We conduct regular audits and updates to keep our standards high

Balancing Automation with Human Creativity:
While Mod Op uses AI for data analysis and routine tasks, strategic decisions need a blend of AI-driven insights and human creativity. Only a balanced approach gives rise to effective solutions that precisely meet client needs. Innovation demands the human touch

Continuous Learning and Adaptation:
With AI continually evolving, Mod Op places a high priority on continuous learning and professional development for our team. This commitment ensures that staff members are proficient in using the latest AI tools and approaches

As we move toward 2025, the central role of AI in reshaping search marketing is unmistakable. The field is rife with challenges, yet it also teems with opportunities for exciting innovation and growth. Mod Op, fortified by strategic investment and a commitment to ethical AI practices, is navigating this evolving terrain. Our proactive stance on AI places Mod Op at the forefront of digital marketing evolution, setting a benchmark for the industry by leveraging AI to mold the future of search experience marketing. 

AI is everywhere in marketing today. With tools like ChatGPT and countless new AI platforms making headlines, it’s easy to get swept up in the hype. But as marketing leaders, it’s critical that we focus on what drives real results, not just on what sounds exciting. 

At the 2024 Marketing AI Conference (MAICON), I was able to see firsthand where AI is making a genuine impact—and where it’s still more hype than substance. 

This recap isn’t about what’s shiny and new, but about what actually matters for marketing teams looking to harness the power of AI. Here’s a breakdown of the most important, actionable takeaways from MAICON that marketing leaders should prioritize. 

The Reality of AI Adoption in Marketing 

The numbers are clear: 98% of marketers are using AI in some form, but most of the use is still in the experimental phase. While AI tools are more accessible than ever, many organizations are still figuring out how to integrate them effectively into their workflows. Most marketers are using AI for ad-hoc tasks like copywriting, automating emails, or generating quick reports—but scaling AI across an entire marketing operation is still a major challenge. 

At MAICON, it was clear that most companies are far from leveraging AI’s full potential. The real work lies in moving from experimentation to transformation—and that requires more than just trying out new tools.  So, what can marketers do?  Here’s some practical advice and next steps from Marketing AI leaders: 

1) AI Literacy: The Key to Avoiding Random Acts of AI

One of the major gaps discussed at MAICON was AI literacy.   In fact, 78% of marketers report NO AI-focused education or training in their organizations!  Unfortunately that means most marketing teams are introducing AI tools without truly understanding how to use them or integrate them into their workflows. This is leading to a large wave of “random acts of AI”—using AI in disconnected, one-off ways that don’t scale or provide lasting value.

The reality is that AI literacy is now a must-have skill. It’s not enough to know the tools; marketing teams need to understand how to evaluate AI outputs, how to prompt AI systems correctly, and how to integrate AI into more sophisticated processes.  And of course, how to ensure they are responsibly navigating use of AI for their customers, clients and their company.

How to Get Started With AI Literacy: 

• Measure AI literacy across your marketing organization as a starting point across the key factors to understand where your team needs to shore up competency and skills. 
• Take advantage of available resources, like Andrew Ng’s “AI for Everyone” and certifications from the Marketing AI Institute, to ensure your team is equipped for the future.

2) Scaling AI: The Missing Piece

One of the recurring themes at MAICON was the challenge of scaling AI beyond small, isolated tasks. Gary Survis from Insight Partners broke this down into key issues: data problems, fragmented systems, and gaps in staff adoption. The result is that many organizations get stuck in the “experimentation phase” and struggle to scale AI across the entire business.

The challenge of scaling AI is not just about choosing the right tools; it’s about aligning your systems, processes, and people. Moving from experiments with AI to full-scale implementation requires a holistic approach, addressing the deeper issues that prevent scaling.

How To Get Started With Scale:

• Assess your best AI tool pilots and workflow experiments against the most common barriers to scale, i.e., such as fuzzy goals, siloed data, or lack of internal alignment 
• Solve for the barriers like a well-run, mature organization as opposed to halfhearted or ad hoc efforts 

3) Beyond Tools: The Importance of Data Readiness

One of the standout sessions was led by Tim Hayden, who reminded everyone that before you can effectively implement AI, you need to have your data house in order. Data is the foundation of any successful AI initiative. Yet many marketing teams are so eager to dive into AI tools that they overlook the importance of having clean, unified, and accessible data

Before introducing AI into your organization, conduct a data audit. Ensure your data is clean, reliable, and accessible across the business. Without this, AI tools will only amplify existing issues, leading to more inefficiency and frustration rather than solving problems.

How To Get Started with Data Readiness:

• Conduct a thorough data audit to assess data cleanliness, accessibility, and integration
• Align your data strategy with your AI roadmap to avoid fragmented, ineffective solutions

4) Don’t Skip the Basics: Organizational Readiness and Leadership Alignment

Another key takeaway from MAICON was that successful AI adoption requires strong organizational readiness and leadership alignment. AI is not a magic fix—it demands careful change management, a clear strategy, and leadership buy-in. Without these elements, even the best AI tools will fail to deliver meaningful results.

Many speakers emphasized the importance of creating internal AI councils to align legal, risk, and security teams while fostering a culture of innovation. Building a supportive environment where teams feel safe to experiment with AI is essential for unlocking its full potential.

How to Start with an AI Council:

• Survey your organization for AI enthusiasts and initiative volunteers
• Establish an internal AI council to navigate legal, ethical, and risk concerns
• Align leadership around a clear AI vision and ensure buy-in from across departments
• Foster a “safe playground” environment where teams can test and learn with AI without fear of failure

5) The Future of AI: Moving from Hype to Transformation

The future of AI in marketing is less about flashy new tools and more about how AI can transform entire organizations. The next big shift will come from multimodal AI (which can handle text, video, images, and more) and AI agents that can automate complex tasks across systems.  And that next shift is happening… now! 2024-2025.   

But to get there, marketing leaders need to focus on the fundamentals: building a solid data foundation, ensuring AI literacy, and aligning their teams and processes. Then, we can be ready to move from today’s AI tools to the transformative AI of tomorrow. 

MAICON 2024 was a valuable reminder that while the hype around AI is real, what truly matters is how we implement it. For marketing leaders, this means focusing on the fundamentals: data readiness, AI literacy, and scaling AI across your organization. The future of AI is bright, but only for those who are prepared to do the hard work of integrating it into their business. 

It’s a frustrating and all-too-familiar experience. You need a quick answer on your recent order from a favorite retailer. You spot an online chat support icon on their website, eagerly click it, and type out a question. A few seconds later, the chatbot responds with a cheerful, “Hello! How can I assist you today?” 

You brush off the fact that you need to repeat the question, still hoping for a quick response. Instead, the chatbot spits out a generic answer that doesn’t quite fit your query. You rephrase the question, but the bot keeps coming back with irrelevant information. Impatience mounts as you now try to outsmart the algorithm. Finally, after multiple failed attempts, the chatbot offers to connect you with a live agent. 

Relieved, you look for a quick handover to a human representative. But then, the dreaded message appears: “Our agents are currently unavailable. Please expect a response within 48 hours.” What should have been a simple, quick interaction requires more patience and persistence than it should.  

While automation and AI promise to improve customer service, they often fall short, leaving customers exasperated. How can brands use these technologies effectively without compromising the service customers expect?

Customer Service Automation Has Its Challenges 

By identifying the key challenges involved in automation for customer service, we can address them and develop the best ways to take advantage of the technology.  

1. Lack of Personalization

One of the most common issues with automated customer service is the lack of personalization. Chatbots and automated systems often provide generic responses that do not cater to individual customer needs. And while high personalization may not be necessary for every inquiry, a complete lack of it can lead to frustration for customers.  

2. Miscommunication and Misunderstanding

Automated systems rely on pre-programmed responses and keyword recognition, which can lead to miscommunication. If a customer’s query doesn’t match the bot’s expected input, the response can be irrelevant or incorrect, accelerating customers’ dissatisfaction. 

3. Delayed Human Interaction

Most customers who use chat functions are looking for quick help. They don’t want to wait for an email response. And they surely don’t want to endure a lengthy voice message warning not to skip ahead because “menu options have changed.” Long wait times defeat the very purpose of the chat.  

4. Over-reliance on Automation

As automated platforms become more available, some companies rely too heavily on them and may try to use automation as a complete replacement for human interaction. This can be a mistake, especially for complex issues that require a nuanced understanding and personal contact.  

5. Technical Glitches

Like any technology, automated systems can experience technical issues. Downtime, glitches, and errors can disrupt the customer service process, leaving customers stranded without the help they need. Problems happen, so it’s important to monitor the platforms to ensure downtime is kept to a minimum. 

Advantages of Automation in Customer Service 

Leveraging automation for customer service is a double-edged sword. When managed well, the challenges are minimal, and automation can empower the customer service experience. There are clear advantages in the use of automation in customer service when implemented correctly. 

1. Efficiency and Speed

Automation can handle a high volume of inquiries simultaneously, providing instant responses to common questions and freeing up human agents to deal with more complex issues. 

2. Cost-Effectiveness

It should never replace the human touch, but sensible use of automation reduces the need for a large customer service team, which saves costs.  

3. Consistency

Automation systems ensure that customers receive consistent responses, which helps to maintain a uniform brand voice and customer experience. 

4. 24/7 Availability

An automated system can operate around the clock, which is a huge advantage for any customer-focused company. Night-owl customers can get their support at any time of day or night.  

To navigate these challenges and harness the benefits of automation, here is a quick step-by-step guide to effective customer service automation.

Eight Steps to Effective Customer Service Automation 

1. Identify and Segment Customer Queries

Analyze the types of inquiries the customer service team receives and categorize them based on complexity. Use automation for simple, repetitive tasks and reserve human agents for more complex issues. 

2. Develop a Robust Knowledge Base

Create a comprehensive and easily accessible knowledge base that both chatbots and customers can use. This will enable the chatbot to provide accurate and relevant information.  

3. Implement Smart Routing

Ensure your chatbot can recognize when an issue needs human intervention and route it to the appropriate agent promptly. Smart routing minimizes delays and enhances the customer experience. 

4. Train Your Chatbots

The smarter your chatbot becomes, the more accurately it understands and responds to customer queries. Machine learning continuously updates and trains your chatbots with updated or specific information and scenarios for better responses. 

5. Monitor and Optimize

Regularly monitor the performance of automated platforms. They should be considered living, breathing systems. Consistently gather feedback from customers and agents to identify areas for improvement. Most importantly, use analytics to track key metrics such as response time, resolution time, and customer satisfaction. 

6. Blend Automation with Human Touch

For us at Mod Op, the balance between automation and human interaction is a core principle. It’s best to use automation for straightforward tasks and to ensure human agents are available for more nuanced, complex matters. This approach will provide efficiency without sacrificing personalization. 

7. Communicate Clearly

Clear and transparent communication helps set expectations with your customers. Don’t be shy about acknowledging what your automated system can and cannot do. Provide clear instructions on how to escalate issues to a human agent if needed. 

8. Maintain a Human Element in the Automation

While you shouldn’t try to position your chat bot as a real person, you should maintain a friendly and empathetic tone in the automated responses. When possible, personalize those automated messages to enhance customer experience and them customers feel valued.  

When done well, customer service automation can be a game-changer that brings together efficiency, consistency, and availability. But it’s critical to manage these systems carefully to avoid turning a quick question into a marathon of frustration. The key is finding that sweet spot between automation and human interaction, and when that happens, customers will walk away from every interaction feeling satisfied and valued.  

Tucked, halfway down the page, in the latest blog about Privacy Sandbox was an update from Google that sent some corners of the internet spinning this week: 

Google won’t be “deprecating third-party cookies” in Chrome.  

Instead, after years of announcing – and delaying – the end of third-party cookies, the search giant shared plans to “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing.”  

What does this mean for brands, their customers, and what’s next? We connected with ad industry experts here at Mod Op, as well as from our clients Lotame and Digital Remedy, to break down the news. Here’s what they had had to say about choice, privacy and what marketers should do to prepare for the future.
 

Elevating Consumer Choice 

Google’s recent announcement of an opt-in approach to third-party cookies marks a significant shift in the digital advertising landscape. Positioned as an “updated approach that elevates user choice,” the plan places the decision to allow or block these cookies directly in consumers’ hands. 

A key question now is how users will respond to this choice. While personalized advertising and free content have historically been popular, it remains uncertain whether consumers will prioritize privacy over convenience. 

“The ‘choice’ is now in the hands of consumers, where it should have been all along,” argues Alex Theriault, Chief Growth Officer at data collaboration platform Lotame. “The overwhelming majority of consumers have indicated they prefer personalized advertising and free access to content so it will be interesting to see how many opt-in to blocking third-party cookies.”

As Shannon Sullivan, EVP, Paid Channel Marketing at Mod Op points out, agencies and advertisers must consider how they’re going to earn that opt-in.  

“While this decision provides choice to the consumer, it is incumbent upon agencies and advertisers to focus on delivering compelling and specific content that speaks to the audience,” said Shannon. “The decision will still allow agencies to hyper target but without the right messaging, we would expect the ‘choice’ to block advertising would increase. When the combination of creative and targeting is optimized, advertising that speaks to the target audience is less intrusive and welcomed.” 

Tomas Madrilejos, Associate Director, Paid Channel Marketing at Mod Op encourages brands to consider the value they’re providing when seeking to earn that opt-in: “With the elevation of consumer choice, the value exchange between brand and consumer will also need to be elevated — be it in premium or exclusive content, thoughtful or timely offers, expert curation of information, etc.” added . “How consumers perceive your brand as a steward of their data will be important. They should know what they’re getting in return.” 

Data Privacy and Security   

Google’s shift to an opt-in model for third-party cookies has far-reaching implications, including a heightened focus on data privacy and security. As consumers become increasingly conscious of how their personal information is handled, brands must prioritize transparency and trust. 

“Obviously, data privacy and security will continue to be paramount to maintaining brand trust with customers,” said Hannah Woodham, VP, Paid Channel Marketing and Operations at Mod Op. “Offering transparency and choice to users comfort in sharing their data with brands while still allowing for the infrastructure to personalize and tailor their experience to advertisers provides a win-win outcome.” 

The move by Google also suggests a proactive response to mounting regulatory pressure surrounding data privacy. As Jeremy Haft, Chief Revenue Officer at digital media company Digital Remedy points out, “Google’s decision to introduce an opt-in model might be a strategic move to preempt stricter regulations.” 

Looking Ahead 

Google’s decision to offer users an opt-in choice may temporarily delay the inevitable decline of third-party cookies, the broader industry trends towards privacy and data regulation remain unchanged. 

“Google may no longer be ending third-party cookies by its own hand, but the slow march of progress will still see them rendered obsolete sooner or later,” said Chris Hogg, Chief Revenue Officer Lotame. “Users and regulators are increasingly privacy-focused and, given cookies will be “opt-in” across the board, there will still be a need for other signals to fill the gaps — especially across channels where cookies are long gone or were never present to begin with. The fate of third-party cookies will be as a small part of an ever-expanding array of data points, becoming less relevant over time as more privacy-first, platform-agnostic solutions evolve. No one that wishes to remain competitive should think they can take their foot off the pedal of first-party data collection and strategic data collaboration.” 

While this announcement may offer some temporary relief for advertisers, it’s crucial to remember that the underlying challenges of the industry remain. As Hannah, points out, “The announcement yesterday from Google still doesn’t provide a lot of detail into the roadmap or next steps for advertisers.” 

Therefore, maintaining a close watch on Google’s future communications is essential for understanding the implications of this decision. Additionally, advertisers should continue to prioritize first-party data collection and explore alternative strategies to reach their target audiences. As Shannon emphasizes, “Agencies and advertisers still will need to look for other and new avenues to engage the target audience to ensure that we stay ahead of future changes from Google and from privacy laws that continue to be more stringent. The focus on first party data is imperative and advertisers should not take their foot off the pedal in that area.” 

In conclusion, while Google’s decision may have altered the timeline, it reinforces the urgent need for advertisers to adapt to a privacy-centric digital ecosystem. Building strong first-party data foundations and exploring alternative data sources remain essential for long-term success.  

The transformative impact of new technology on creative work and workflows is undeniable. The advent of desktop publishing revolutionized roles in newspapers and magazines, much like how AI is set to transform marketing roles today. This article draws parallels between these technological shifts and provides insights for marketing executives on effectively integrating AI into their strategies while addressing the unique challenges AI presents. 

Historical Context: Desktop Publishing’s Transformation 

In the 1980s and 1990s, desktop publishing (DTP) tools like Adobe PageMaker and QuarkXPress revolutionized the publishing industry. These tools digitized page layout processes, vastly improving efficiency and reducing costs. Manual typesetting and layout roles declined, but new opportunities arose for those who adapted to the technology. Designers and art directors who embraced DTP tools were at the forefront of a more efficient and creative era. 

AI’s Influence on Modern Marketing Roles 

Today, AI is poised to have a similar, if not greater, impact on marketing roles. AI tools can automate tasks such as data analysis, content creation, and customer segmentation, significantly improving workflow efficiency. For example, the recent decision by the New York Times to reduce its art department staff in favor of AI tools for photo toning and color correction highlights AI’s potential to streamline operations while ensuring high-quality output through human oversight. 

Patterns of Technological Change 

The pattern of technological disruption followed by adaptation is evident across various industries. Key patterns include: 

1. Automation of Repetitive Task: AI can handle mundane and repetitive tasks, freeing up human marketers to focus on more strategic aspects. 
2. New Opportunities for Skill Development: As with DTP, where professionals learn new software and design techniques, AI offers opportunities for reskilling and upskilling, enabling marketers to stay relevant in an evolving landscape. 
3. Enhanced Collaboration: Modern AI tools facilitate seamless collaboration, similar to how cloud-based DTP tools revolutionized digital collaboration.
   

Tasks Marketers Should Consider Automating 

1. Data Analysis and Reporting: AI can automate the collection, analysis, and reporting of marketing data, providing insights in real-time and freeing up marketers to focus on strategy. An example is automated dashboards that track campaign performance and customer behavior, offering actionable insights without manual data crunching. 
2. Content Creation: AI tools can generate content for blogs, social media, and emails, maintaining a consistent brand voice while reducing the workload on human writers. For example, AI-driven content platforms like OpenAI’s GPT-3 can draft articles and social media posts based on specific guidelines and styles. 
3. Customer Segmentation and Personalization: AI can segment customers based on their behavior and preferences, allowing highly personalized marketing campaigns to enhance engagement and conversion rates. An example of AI-driven platforms includes analyzing customer data to create personalized email campaigns based on individual preferences and behaviors. 
4. Ad Targeting and Optimization: AI can enhance ad spending by targeting specific audience segments and adjusting bids in real time based on performance. Examples include AI tools that manage pay-per-click (PPC) campaigns, automatically adjusting bids and targeting criteria to maximize ROI.
   

Addressing Privacy and Security Challenges 

Unlike DTP and other automation tools, AI presents new challenges with privacy and security. Organizations must have standardized corporate policies, approaches, and methodologies for utilizing AI tools. The stakes are too high not to have these measures in place. Developing comprehensive AI policies maintains data privacy and security and addresses ethical considerations. Working with trusted partners to identify, acquire, license, or build appropriate AI tools is crucial. These partners can also help structure policies that will future-proof your company, ensuring compliance and protecting your brand’s integrity. 

Embracing AI: Strategies for Success 

1. Reskilling and Upskilling: Invest in training programs to equip marketing teams with the skills needed to use AI tools effectively. 
2. Human-AI Collaboration: Encourage a collaborative approach where AI handles routine tasks, allowing human marketers to focus on strategic and creative work. 
3. Staying Ahead of Trends: To remain competitive, keep up with the latest AI tools and trends. Partnering with an agency that understands these advancements can be a strategic advantage. 

The transition from traditional methods to AI-driven marketing processes follows a historical pattern of technological disruption and adaptation. Just as desktop publishing revolutionized the roles of designers and layout artists, AI is set to transform marketing roles.  

Businesses can thrive in this new landscape by embracing AI, investing in skill development, and establishing robust privacy and security policies. Remember, technology does not replace people; instead, people who use technology replace those who do not. Embrace the change, invest in learning, and actively engage with new technologies to unlock unprecedented efficiency and creativity. 

Contact us today for more insights and to learn how our agency can help you integrate AI into your marketing strategies while ensuring privacy and security. 

In the relentless content game of 2024, content production has transformed into a high-stakes round of whack-a-mole. Today’s landscape demands rapid adaptation and strategic foresight to remain relevant as memes, slang, fashion and culture pop up and fade away at unpredictable intervals.  

What makes a brand interesting one moment may be hopelessly cringe the next; what’s hitting the zeitgeist right now may have been totally off the radar just weeks ago. (Indeed, who could have seen Rat Boy Summer coming?)  

This year, the trends shaping content are a blend of technological innovation, human creativity and the random whims of the TikTok generation, all striving to hit the damn mole on the head again and again. Here are some realities impacting content creation and how marketers can keep up with them.  

AI: The Mach 5, Not Speed Racer  

Artificial Intelligence has swiftly evolved from a futuristic concept into an indispensable asset in the content creator’s toolbox. It automates repetitive tasks, from scheduling posts to generating ideas based on trending topics. Its ability to analyze vast datasets allows for pinpointing audience preferences with remarkable precision, enabling creators to craft content that resonates instantly. 

However, genuinely impactful content resides in the hands of seasoned creative directors (our Speed Racers). These visionaries leverage AI not as a substitute for creativity but as a supercharged tool that allows them to get concepts quicker and with more cultural relevancy, ensuring they don’t merely follow trends but set them. The human creative touch remains irreplaceable as creative directors navigate the subtle intricacies of storytelling that AI (Mach 5) cannot replicate.  

Short-Form, High-Impact Content  

The meteoric rise of platforms like TikTok and Instagram Reels has cemented the dominance of short-form content. These bite-sized videos cater to the dwindling attention spans of modern audiences. The challenge for content creators is to deliver an engaging and concise message within these fleeting moments.  

Success in this arena requires a mastery of visual storytelling, an acute sense of timing and a deep understanding of what makes content shareable. Trends shift rapidly, and what’s viral today will likely be forgotten tomorrow. Creators must stay ahead of the curve, continuously innovating and experimenting with new formats and ideas.  

Personalization at Scale  

Personalization isn’t merely a buzzword; it’s a fundamental necessity. Audiences crave content that speaks directly to them, reflecting their interests, values, and experiences. Advanced algorithms and data analytics are another tool for creators to tailor content to individual preferences on an unprecedented scale. 

Yet, personalization is a double-edged sword. While it can foster deeper engagement, it also poses the risk of creating echo chambers, where audiences only encounter content that reinforces their existing views. Striking a balance between personalization and diversity of thought is crucial for fostering a well-rounded, informed audience.  

The Rise of Immersive Experiences  

Immersive technologies, such as Virtual Reality (VR) and Augmented Reality (AR), are pushing the boundaries of how we consume content. These technologies offer audiences interactive and engaging experiences, transforming passive viewers into active participants.  

Brands and creators leverage VR and AR to craft compelling narratives that captivate audiences in new ways. The innovation potential is vast, from virtual tours and interactive ads to augmented reality games. As these technologies become more accessible, we expect a surge in immersive content that provides richer and more engaging experiences. 

 Final Thoughts 

Content production today is a dynamic and ever-evolving field that requires a combination of technological prowess, cultural awareness and human creativity. While AI and other technologies are powerful tools, they all need to be guided by the hands of experienced creative directors.  

Creatives ensure that content is relevant, engaging, meaningful, and impactful. Keeping up with the speed of culture demands adaptability, foresight, and a relentless drive for innovation. Those who master these elements will lead the charge in defining the future of content. 

About the Author 

As the Executive Vice President of the Creative Studio at Mod Op, Mark Bennett oversees all motion video and experiential projects for clients. He strives to deliver high-quality, engaging content that effectively tells their most important stories. With extensive experience in advertising, experiential marketing, digital signage and film production, Mark has worked with diverse sectors and audiences, ranging from retail to healthcare. 

The 2024 Cannes Lions Festival proved once again to be a hub for the latest thinking about innovation, technology and the future of advertising. Many advertising and tech thought leaders also called for change at this year’s gathering.

Yes, We Cannes! 

Some feel that advertising’s growing technological sophistication has left us out of touch with its creative spirit. Laura Desmond, CEO of Smartly.io and DoubleVerify board member, challenged ad and marketing leaders to return to their roots and embrace what makes Cannes—and the industry—great. 

Laura says, “It is about creativity. It is about the big idea. It is about understanding and meeting consumer needs with surprise and delight. It is about ensuring the advertising experience is meaningful to people, simultaneously powering brand love and driving brand performance.” 

Harnessing AI’s Power 

Of course, AI is the most exciting new dimension in our understanding of advertising creativity. Our work in ad tech has already shown that it has changed how brands engage with consumers. But exploring how AI and human creativity work together is even more compelling.  

AI-powered personalized advertising is becoming more sophisticated. It allows brands to deliver hyper-targeted messages that resonate with individual consumers, create a highly customized version of a message in an instant and even predict trends. Last year, the Cannes conversation was all about AI’s rise, but in 2024, the industry presumes a transformative role for AI. 

Perhaps most importantly, AI is already having a democratizing effect, allowing a small business or emerging brand to harness the same AI-powered marketing as a mega-brand. That signals exciting work to come. 

Retail Media Networks Surge 

The buzz about retail media rivaled even AI talk at Cannes this year, as retail network festival events dominated the beach. Amazon led the surge, earning $46.9 billion last year from advertising, mostly from sponsored ads on its site. The Harvard Business Review notes that the number exceeds Coca-Cola’s annual global revenue—an astonishing benchmark. 

Even before Cannes, Axios reported furious retail media dealmaking, including partnerships between Kroger and Yahoo, Best Buy and CNET, Instacart and YouTube and a pending agreement between Walmart and Vizio.  

Mike Brunick, Senior Vice President and Head of Commerce Media at Yahoo, told Axios, “Everybody wants to be a media business,” even though he commented that not every player can sustain it. However, retail’s first-party data and closed-loop attribution are increasingly valuable for marketers looking to target outside purely retail channels. 

Sports Storm The Beaches 

As virtually the only appointment-viewing programming left, sports has always connected with advertisers. And on the eve of the 2024 Olympic Games, marketers cheer them on, especially as interest in women’s sports runs up the score.  

The beaches of Cannes were dotted with celebrity athletes, sports media personalities, and themed receptions by the biggest players in marketing. Popular sports from WNBA to pickleball, coupled with the excitement around female stars like Caitlin Clark and Coco Gauf and the move toward streaming, made sports marketing and athlete-focused content a winner at the festival.  

“Every brand should be asking, ‘How should women’s sports be part of my strategy?” Kristyn Cook, CMO of insurance firm State Farm, told Digiday. “It could be talent. Telling incredible stories of these women. Not just what they do on the court but what they do in communities and their fashion — because that’s part of culture too.”  

Turning Green Intentions Into Action 

After being heckled by climate protesters and criticized for private jet use and extravagant events at previous Cannes festivals, digital advertising leaders buckled down to determine how to move forward more sustainably.  

At the 2024 Cannes, the Global Alliance for Responsible Media (GARM) and Ad Net Zero unveiled new standards for measuring carbon emissions from digital ad messages. That means marketers can back up their green claims with solid benchmarks instead of fragmented data. It may also mean that sustainability budgets are set to rise and that fresh investment will pour into collaborative efforts to cut emissions. 

Of course, the ultimate digital advertising efficiency means more precise and brand-suitable targeting, reducing ad waste and noise while amplifying signal. And the most powerful technology for accomplishing this type of optimization may well be—you guessed it—AI. 

About The Author 

Dorothy Crenshaw, Chief Public Relations Officer at Mod Op, has provided the inspiration and initiative behind a range of high-profile and award-winning campaigns for clients in technology, retail, consumer products and health promotion. She founded the New York PR agency Crenshaw Communications in 2009, which was acquired by Mod Op in 2022. An industry influencer, Dorothy speaks frequently on brand-building, marketing to women and brand reputation topics. She serves on the Board of Charity Navigator and The American Marketing Association New York. Dorothy was named one of the industry’s 100 Most Powerful Women by PR Week. 

My first experience with UX testing took place several decades ago. We recruited Cleveland-area consumers to come to our focus group facility for in-person testing of an online greeting card website. Note that at that point in time, online greeting cards were a novel, cutting-edge product. Imagine the scene—a table in an old-school focus group discussion room crowded with eight bulky desktop computers, keyboards, monitors, power strips and lots of cords. 

The moderator leading the discussion took the participants through several activities involving navigating the online greeting card website, the selection process and sending an online greeting card. During the research session, participants discussed their questions and pain points while the clients in the adjacent room craned their necks, observing from the other side of a one-way mirror. We were proud of our progressive offering (I wish I had saved that picture we took of this setup), and we attracted clients from across the country to test various online services. 

It’s an understatement to say that UX research has changed significantly. Instead of reviewing its history, I will focus on current trends and developments influencing UX research in 2024. 

Remote research 

Unlike our clunky in-person setup from the early 2000s, UX researchers now easily gather information without having respondents physically present. Remote research methods include virtual one-on-one interviews and focus groups. Respondents are more comfortable than ever with video conferencing and screen-sharing in a post-COVID world.  

Remote research leads to freedom from geographic restrictions. It’s commonplace to include respondents across the country or even from across the globe. Involving consumers from all parts of the US helps offset regional differences in attitudes, behaviors, and preferences. 

The same principle applies to companies with an international target market. Failing to consider cultural differences when analyzing responses can lead to faulty conclusions.  

The final reason to favor remote research is that it’s cost-effective and efficient. With all these benefits, I can’t think of many situations where in-person UX research would be preferable to remote research.   

Inclusivity 

For market research in general and UX research in particular, it’s critical to include participants from various backgrounds. On one level, inclusivity can mean considering standard demographic information—age, gender, ethnicity, socioeconomic status or geography, as mentioned above. Age is an essential variable because Boomers may interact with tech differently than Gen Alpha, who grew up in a fully digital world.  

However, inclusivity adds meaning to UX research. Focusing on inclusivity in UX research ensures that our designs welcome diverse users with different abilities. By identifying pain points and understanding unique needs and behaviors, UX research is essential for creating interfaces that anyone can use, including people with disabilities. 

Beyond being the right thing to do, using UX research to arrive at an inclusive design means your product will have a broad appeal, leading to higher business growth. 

Demand for UX Research is Increasing 

User research has shifted from solely focusing on usability or UI research to encompass creating a user-friendly online experience for products or services. This widening scope has led to an increase in demand for UX research. Companies strive to deliver an exceptional digital experience, and without a clear understanding of what’s working and what’s not, there’s no clear-cut way to fine-tune online offerings.  

Skilled UX researchers are in high demand. There’s no substitute for an experienced UX research expert. It’s often discussed how important collaboration is between product teams, designers, programmers, marketers and researchers for effective UX research. While having a culture of research collaboration is beneficial, it’s still best to have experienced UX researchers leading the research process. 

A final reason behind the increased demand for UX research is that a product or website launch isn’t the end of the UX journey and shouldn’t be the end of the UX research journey. Markets and users evolve. Thinking of UX research as one-and-done is a missed opportunity for a continuous feedback loop to help minimize risk.  

New technologies  

You probably saw this one coming, but a discussion of 2024 trends would be complete only if it addressed artificial intelligence (AI), virtual reality (VR) and augmented reality (AR). 

AI is changing so many things in our world, including research. AI can generate research questions, analyze user research data and transcripts, and help with synthesis and reporting. AI excels at analyzing large data sets to detect patterns and insights. There’s a lot of discussion about how AI can free up time so that research professionals can focus on the strategic side of research. 

What does this specifically mean for UX research? UX researchers need to adapt research methods and skill sets for the future. 

Last month, our team received its first request to conduct research using avatars in a virtual reality setting. Mod Op currently uses AI to analyze text responses. Even more mind-boggling is that AI can generate synthetic users to provide opinions or answer brand-related questions, and our organization is also on top of that capability. Synthetic users are controversial—some think this concept oversteps. But like any tool, there are times when information from synthetic users serves a purpose. 

Where to from here? 

According to the Nielsen Norman Group, 85% of UX problems can be solved by testing with just five users. Researchers who favor large-scale studies often dismiss the idea that something is better than nothing. UX research with a few representative users can lead to significant improvements. As you think about incorporating UX research into your 2024 game plan, the realization that small-scale testing can have a big impact may change your thinking.       

About the Author 

Lauren Schmidt is the Senior Director of Market Research at Mod Op. She has 20+ years of quantitative research experience with clients in a wide range of industries. While Lauren has an extensive skillset, she’s most passionate about B2B and Voice of Customer (VoC) research as well as driving ROI. Lauren’s philosophy is that market research is a necessity—not a luxury. 

In the ever-evolving food industry, businesses must understand the complexities of consumer behavior and preferences to stay ahead.
That’s why I recently attended the National Restaurant Association Show to better understand the profound impact of ingredient perceptions and emerging trends on consumer engagement.
This insightful event brought together B2B and B2C companies to equip industry players with the tools to translate these insights into tangible sales and marketing strategies.

Ingredient Insights: Decoding Consumer Preferences

At the heart of the conversation was a fundamental realization: emerging and functional ingredients significantly impact consumer perceptions and require a strategic approach to messaging. Understanding these perceptions can significantly influence messaging strategies throughout the customer journey, ultimately affecting brand positioning and market competitiveness.

Crafting Compelling Messaging Strategies

Key takeaways from the event covered a wide range of essential points. Attendees gained a deeper understanding of how evolving consumer trends shape the future trajectory of the food industry.

Furthermore, we examined the potential of consumer insights to shape a compelling value proposition that seamlessly aligns with evolving consumer expectations. Attendees learned practical strategies for navigating the ever-changing food industry, from refining value propositions to boosting consumer engagement.

Navigating Consumer Trends: A Roadmap for Success

The National Restaurant Association Show sparked a conversation about essential questions crucial for every food business aiming for relevance and impact in the market. Participants explored the complex relationship between consumer trends and value propositions, seeking to uncover deeper insights that truly resonate with target audiences.

Attendees discussed the importance of aligning value propositions with consumer expectations and the influence of industry trends on business strategies. The conversation ended with a group effort to use consumer insights and emerging trends to improve advertising and messaging strategies.

Exploring Food Consumption Patterns Across Demographics

A fundamental part of the event was the revelation of essential insights that highlighted the complex dynamics of consumer behavior within the food industry. One striking revelation was the significant difference in influences and influencers among different demographic segments.

For instance, health drinks emerged as a staple among males aged 35-54 and younger demographics. At the same time, fortified dairy products resonated predominantly with female respondents. The popularity of tea as a functional beverage, especially among younger groups in the US, now rivals that of coffee, indicating changing consumption preferences.

Targeted Engagement Strategies for Emerging Markets

Moreover, the discussion shed light on the subtle preferences of specific demographic groups, particularly regarding mental well-being categories.

Young women are interested in stress management, energy-boosting, mood enhancement and depression alleviation products, indicating a growing target market segment. Similarly, men under 55 are leading the way in embracing health alternatives and showing a willingness to pay higher prices for products that align with their wellness goals.

Premiumization: Capitalizing on Consumer Willingness to Invest

The insights uncovered significant market differentiation and opportunities for premium offerings in different product categories. Attendees gained valuable insights into consumer preferences and wellness goals, such as the willingness to invest in healthier soda options that come with premium prices and the enduring popularity of indulgent treats like popcorn, cookies and ice cream.

Turning Insights into a Competitive Advantage

The National Restaurant Association Show highlighted the importance of understanding ingredient perceptions and emerging trends in shaping consumer engagement within the food industry.

Businesses can now access new insights and strategies to navigate the market, connect with consumers, and gain a competitive advantage. As the industry continues to evolve, understanding consumer behavior and taking advantage of emerging trends is essential.

We’re beginning a new era of innovation and opportunity in the dynamic world of food commerce. Mod Op is delighted to be here to guide clients with our expertise.

In the age of AI-generated content, how can creatives stay ahead of the curve and ensure their human touch remains irreplaceable?
As the Technology Director for our award-winning creative team, Aaron Grando is working to answer this question for our team and the industry.

 How is AI Impacting the Creative Design Process?  

Aaron recently participated in a panel hosted by DesignPhiladelphia, Philly Tech Week and the W Hotel. The panel discussion, moderated by Technical.ly’s Danya Henninger, focused on how creatives incorporate AI into their processes, how brands approach AI and how creative teams can embrace technology without sacrificing the human aspect that has been fundamental to many businesses and careers. 

It was a thought-provoking discussion with a lively audience of 75-100 creative professionals. They talked about many different topics, ranging from practical use cases to more theoretical issues like creative worker rights in a world where automated content farms are pumping out content at an unprecedented rate. 

I connected with Aaron to explore this topic and some insights uncovered during the event. Here’s a look at what he shared. 

AI and its impact on the creative design process is a complex topic that invites various perspectives. Can you provide more information about the panel at Philly Tech Week? 

The discussion started with each member of the five-person panel giving a bit of background on how we’re applying AI tech to our work. The panel consisted of individuals with diverse creative backgrounds, including architecture, industrial design, interior design, and furniture design, and me, the agency creative.  

There were commonalities between the tools we use (everyone’s using ChatGPT, and most are exploring image generation). Still, applying those tools within each field was different, with everyone figuring out the best ways to apply AI to their jobs differently. That was a bit of an eye-opener. There is no one way of doing things right now. 

Based on what you heard during the panel, how do you envision AI impacting the landscape of the creative industry? 

My co-panelists all spoke about niche problems within their line of work that they found AI helpful in solving. We’re in a period of emergence, as in “emergent behavior”—giving people a sandbox and seeing what they build. We have this new primitive intelligence that we can build into how we do things. So, in the short term, I think we will keep seeing rapid, inventive new ways of applying this technology to many different problems. 

Several of the panelists were independent or working with a very small team. They talked about how they’re looking at AI as an enabler and a playing-field leveler, something that lets them get more done with less time. That makes a lot of sense to me. I could see freelancers and independents taking advantage of their ability to move faster and make quicker decisions than larger organizations. 

Can you provide practical examples of AI use in creative processes from the discussion? 

One I loved was an industrial designer using AI image generators to transform clean 3D renderings of furniture he was designing into pencil sketches. It seems backward, right? But really, it’s not these days. 

Most of us start and end our process working entirely with digital tools. Pencil-on-paper drawings are a luxury that you don’t always have the time or talent on hand to produce. But, in this designer’s case, the pencil sketches show his work to prospective buyers in a way that resonates better than the hard, clean lines of a rendering. 

That’s a great example of using AI to serve customers better. Overall, how are clients reacting to the integration of AI in creative services? Are they embracing it or skeptical? 

Clients were a huge part of the discussion. There was a consensus that we still need to demonstrate the value of individual humans and the human organizations we belong to beyond how we currently use AI.  

The panelists were divided on using AI for client work but were all considering implementing it for their businesses. A few panelists emphasized the importance of clear communication with clients when it comes to the use of AI. They also highlighted the growing challenge of explaining AI integration as it becomes more prevalent in our work software. 

Our clients were as interested in embracing generative AI as we are. Many clients I work with every day are curious and open to how we can apply it in creative advertising. 

With AI evolving rapidly, how can creative teams keep up with the technology without losing their edge? 

Well, what is creative, right? We don’t produce creativity in a vacuum. It has always had inputs. Strategy, brand, objectives and then the human experience, inspiration and talent that creatives bring are all distinct parts of the equation. And now AI is another input. Or inputs. It’s not monolithic. Ideally, it’s a focusing lens on those inputs. 

As for edge, we creatives need to be careful not to leave it all up to the tech. For the most part, everyone currently uses the same tools, such as ChatGPT and DALL-E. If you outsource too much of your creative process to AI, you’ll end up with the lowest-common-denominator work.  

This gets at something we’re working on internally here at Mod Op: an AI assistant fine-tuned to the creative inputs—strategy, brand, objectives, content and voice—for the brands they’re working on. It gives our strategists and creatives access to in-house tech that other agencies don’t have!  

It seems like the conversation was quite thought-provoking. Do you have any final thoughts? 

It was great to get out there and talk shop with other creatives about this stuff that is so new and going to be such a huge part of the next few years. All the panelists agreed that we could have quickly gone another two or three hours. There’s so much potential to impact our business, and the panel discussion only touched the surface. Let’s hope for a follow-up!

About the Author  

Anna Julow Roolf is VP of PR at Crenshaw Communications, a Mod Op company. A natural communicator and skilled operations professional, Anna is passionate about bridging the gap between creativity and technology. She brings more than a decade of experience in the B2B PR industry, including leadership roles in both agency and SaaS startup environments, working with brands like Act-On, Pelican Products and Zoom.