PETALING JAYA: Generative AI has already been on the scene for some time now, and the launch of ChatGPT in late November 2022 had caught the attention of professionals across different fields.
Its impact has been significant. For instance, the wide acceptance of generative AI has sent the value of ChatGPT through the roof. OpenAI, the company behind the platform, is now valued at US$29 billion (RM135.3 billion), according to Forbes.
AI adoption in Southeast Asia is still in the early part of the curve, with 30% of respondents developing their AI strategies or just starting to invest while 50% of companies are piloting some AI initiatives.
Bernama recently reported that a study by IBM Malaysia shows that there is rising interest among companies in Malaysia to explore and integrate generative AI into their business operations. In fact, over 40% of ICT professionals are already using it to drive business expansion.
Based on a study by CNBC, a significant 45% of marketers are scared of AI — driven by the fear of job security.
Generative AI is a great tool to enhance creativity, personalisation, efficiency and decision-making — however, it still boils down to human touch and critical thinking in making the final call for high value tasks.
Putting Generative AI at work across the marketing cycle, pattern recognition is the key component in forming an effective marketing strategy, playing a huge role in analysis of data, trends and customer insights, scaling content creation in line with brand’s tone of voice including campaign execution and performance measurement.
Ammar Zharfan, a performance digital marketer at an insurtech company, said embracing AI technology is now crucial for professionals to thrive in the rapidly evolving landscape given that it opens the door to new opportunities.
“There are various ways to effectively utilise AI. For instance in copywriting, generative AI has greatly assisted me in speeding up the process,” he told FMT Business.
“It also helps us to facilitate testing and optimisation for better campaign performance. Ultimately, this leads to improved engagement and conversion rates,” he said.
Ammar urged professionals in relevant industries to embrace AI as soon as possible as advancements in generative AI technology will only continue to accelerate over time.
“It is important for professionals to explore generative AI and other similar tools to avoid falling behind. It’s better late than never,” he said.
Genting Malaysia Bhd senior vice-president of sales and marketing Spencer Lee said AI provides marketers a platform to leverage on advanced algorithms to generate in-depth analysis of vast data like never before.
“AI helps to identify valuable customer insights based on various criteria, including demographics, psychographics, behavioural preferences and purchase history.
“It enables my team to automate and optimise our marketing processes. In return, we are able to dedicate more time to do strategic planning and unleash our creativity to enhance our narrative,” he added.
Lee said businesses should also prioritise media monitoring alongside the use of AI that will help in formulating and implementing strategies that will ensure success.
“Social listening is important to customise content that social media followers want to know.
“It monitors and measures the effectiveness of marketing campaigns and enables businesses to improve their products and services based on social sentiments,” Lee said.
In a nutshell, Resorts World Genting uses AI to humanise technology to better improve service delivery and guests’ experience.
Meltwater, known for its media monitoring capabilities, has introduced a new function powered by ChatGPT in its monitoring and social media management service.
The objective is to help users, particularly those in public relations, marketing, media and communications roles, become more efficient.
With the ChatGPT-powered writing assistant, all Meltwater Engage users can now generate content, enhance writing, translate text, and receive suggestions for emojis and hashtags.
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