Gareth Christodoulou

 

Can AI-generated content improve sports marketing outcomes?

AI-generated content is increasingly being utilized in sports marketing, with the potential to significantly enhance its effectiveness . This is achieved through the ability of AI to provide a deeper understanding of content context, allowing for more precise and scaled targeting of specific audience segments .

• Contextual Advertising: AI has revolutionized contextual advertising by providing marketers with the ability to understand the context of different content with precision and scale, which can be used to target specific audience segments .
• Audience Interests: AI-driven targeting tools can extract information from articles and infer relationships between them, highlighting areas of shared audience interests .
• High-Performing Topics: AI analysis of global media content around sports events can spotlight high-performing topics which aren’t purely sports-related, including innovations and sustainability, economic impact and urban transformation, and iconic venues and cultural engagement .
• Adaptable Messaging: Brands can leverage the power of Generative AI to deliver an adaptable message to each appropriate audience, similar to how teams set up differently for different opposition .
• Subtle Application: AI has been applied more subtly in the creative process behind some of the ads that will air during sports events, but viewers may not be aware of it .

In conclusion, AI-generated content is not only improving sports marketing outcomes by enhancing targeting and messaging, but also by subtly influencing the creative process behind advertisements, making them more effective and engaging .