Weekly Update: AI in Online Marketing

We’ve rounded up the most important developments from the past week in the field of artificial intelligence in online marketing. This week’s highlights included new AI tools from Canva, H&M’s use of digital models, and how AI is getting better and better at creating targeted ads. Read on to find out what’s happening and what this could mean for the future of marketing.

Canva Takes a Major Step Forward with AI in Design and Data Software

‍Canvahas launched Visual Suite 2.0, in which AI plays a central role. This includes smart spreadsheets (Canva Sheets), automatic charts (Magic Charts), data reports (Magic Insights), and even an AI chatbot that lets you give commands via text or voice. In addition, Canva also introduced tools for simple code generation.

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Possible implications: We see that Canva is positioning itself as a full-fledged alternative to traditional productivity suites such as those from Google and Microsoft. For marketers, this means faster content creation, better data visualization, and a greater degree of autonomy within marketing teams.‍

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WPP Acquires InfoSum to Better Integrate AI and Customer Data

WPP has acquired the data analytics company InfoSum. This technology enables companies to analyze customer data without physically sharing or transferring the data. As a result, AI can be used more effectively without compromising privacy or regulatory compliance.

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Possible consequences: At TMC Media, we found that this approach makes it possible to advertise in a more targeted manner while respecting customer data and privacy laws. For companies, it offers opportunities to launch personalized campaigns using reliable data insights, without the risk of data breaches.

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H&M Uses AI-Generated Models for Marketing Campaigns

H&M uses digital models generated with the help of AI for its campaigns. These digital “people” are created specifically for visual content and retain rights to their own appearance, which means they can also be used by other brands.

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Possible consequences: The use of digital models can lead to faster production processes and greater variety in campaigns. TMC Media also investigated whether new questions arise regarding authorship, ownership, and the role of human models in visual communication. Brands will need to make conscious decisions in this regard, both ethically and legally.‍

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AI system creates fully customized ads

Researchers have developed an AI framework that automatically generates ads tailored to specific target audiences, cultures, and contexts. This framework utilizes techniques such as RAG (retrieval-augmented generation) and multimodal AI.

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Potential implications: This allows advertisers to create ads that are much better aligned with the needs and preferences of their audience. This can lead to higher engagement and conversion rates, while also further automating the campaign development process. At TMC, we’ve noticed that, in practice, this can indeed contribute to stronger audience engagement.

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What TMC Media Can Do for Your Business

The role of AI in marketing is evolving rapidly. Not to take over everything, but to support processes, speed them up, and make them more targeted.

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TMC Media helps companies turn these technological advancements into practical applications. From content creation to data analysis and from automation to strategy—we help you integrate AI into your marketing approach in a smart and targeted way.

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Would you like to know how AI can make your marketing more effective? Contact us and find out what we can do for you.

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