Many c-level officials from companies and experts attend the MMA Impact conference titled "AI-Powered Business Innovation: Navigating Impact" in HCM City on October 26 (Photo: VNA) Organised annually by MMA Global, this year’s conference wasregarded as a "monumental event" and keenly anticipated by themarketing industry.
It saw top industry executives discuss the newest ideas andinitiatives as well as the amazing growth of contemporary marketing in theVietnamese market in the context that AI is dominating modern marketing.
Participants agreed that AI is changing modern marketing as it isable to multiply creativity, productivity and performances.
Roopa Dhawan, industry head, brand solutions, Southeast Asia, atGoogle, told the conference that marketers can harness the capabilities of AIto help them at scale of setting bids, finding audiences, generating insights,optimising real-time performance and scaling creatives.
“You are not competing with AI. You are competing with marketersusing AI.”
Speaking about AI applications, she pointed out that smart replyin gMail accounts for 12% of all responses sent on mobile phones, and GoogleMaps uses AI to predict travel time by analysing historical traffic patternsand current conditions.
Google photos are organised by the places and things in them withno tagging required, she said.
While it is an inevitable trend, participants said, “Artificialintelligence must be our ally, not our replacement.”
Naoyuki Kawakita, group president of Hakuhodo International Vietnam,said: “We are living in an era where machines can compose music, paintportraits and even write poetry.
“AI, with its vast capabilities, is often regarded as the solutionfor modern business challenges.
“Let’s harness its power, guided by our heartbeats and continue tobuild brands that resonate, relate and most importantly, loved.”
At the day-long conference, top executives and specialists offeredinsights into many sectors.
They also spoke on topical subjects related to contemporarymarketing and how technology in this era transforms marketing.
They reviewed the most outstanding advertising campaigns of theyear listed in the Smarties nominations run by leading companies to risingstartups.
Complex challenges and seamless collaboration between human creativityand technology to find solutions were shared.
Greg Stuart, CEO of MMA Global, told VietnamNews: “World technology trends run in 13 year cycles…. If you think aboutthose trend lines, in 2020, most believed that AI was that next trend, and Ithink we are experiencing that now.”
“…2020 is the marking point but CHAT GPT and generative AI becamepopular two-three years later. I think there's still more to come. That'swhat’s going on. This is the trend that will define and dictate all theopportunities in the next 10 years.”
In addition to the most in-depth insights in the area, the eventoffered a stimulating venue for energetic networking and business matchmaking.
Attendees got the opportunity to meet industry executives,managers and marketing specialists, establish partnerships, and explorecollaborative prospects.
On the same day as the MMA Impact 2023 event, the SMARTIES AwardsVietnam 2023 was organised to honour the year's top campaigns and highlightinnovation and diversity in the marketing sector./.
VNA
