In this section of articles, we discuss all things marketing AI.
AI stands for artificial intelligence, and this is becoming an increasingly important component within marketing. You can use it to speed up processes, simplify them, be more productive and much more.
We make the connection between marketing and AI. For example, how do you automate marketing tasks or how do you use it to analyze your data.
We offer practical tips that can help you with all issues related to marketing and AI.
If you are familiar with AI, you have undoubtedly come across the term GPT. GPT stands for Generative Pre-trained Transformer and is considered one of the biggest breakthroughs in artificial intelligence in recent years. But what exactly does GPT mean and how can you use it effectively within marketing AI?
What is GPT?
GPT is a type of AI model that can respond to prompts based on huge amounts of data it has analyzed and learned. The term Pre-trained means that the model has been pre-trained on huge data sets, such as books, articles and Web pages to recognize patterns in language. This allows GPT to understand context and provide output that is content relevant and correct.
The term Transformer refers to the architecture of the model. Transformers use a technology that allows AI to quickly and efficiently process large amounts of text and understand the relationships between words, sentences and paragraphs. This is a great leap forward from previous AI systems that had more limited features.
How does GPT work?
GPT works by making predictions based on previous words in a sentence. For example, the model can finish a text, answer questions or write a story, all based on the context it is given. This is done through deep learning, a type of machine learning in which the model gets smarter and smarter as it processes more data. This allows GPT models not only to combine words, but also to understand what kind of answers are logical and relevant in a given context.
The current generation, such as GPT-4o, has been trained on billions of words and therefore has developed the ability to deliver impressive results in applications such as chatbots, text creation, translation, coding and more.
What are the applications of GPT?
GPT has a wide range of applications, both in business and creative industries. Here are some of the main applications:
Content creation: Companies can use GPT as a tool for creating texts, captions or other forms of content. It is important to be keen on quality. This is why we have introduced AI colleagues for content writing and captions.
Customer service: GPT models are used in customer service systems, such as chatbots, to quickly and accurately answer customer questions.
Translations and language support: GPT also helps with translations, by automatically and accurately translating texts between different languages. In this, it is also important to pay attention to nuances and ambiguities.
Research and analysis: GPT can analyze large amounts of data and create summaries of complex topics, which is useful in business.
GPT and the future of AI
The development of GPT models has paved the way for numerous new innovations within artificial intelligence. These models have demonstrated that AI is not only suitable for technical tasks, but can also be used for creative work and complex projects. As GPT models continue to evolve, as is already in full swing, we can expect even more advanced AI models in the future that will enable new applications.
We have written an article where we further discuss the future of AI, if you want to know more about it.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
The way people search and perform searches is changing. Where before people relied mostly on search engines like Google, we now see more and more users turning to AI-powered tools like ChatGPT and Perplexity to find answers. This change is leading to a new way of optimization called AIO (AI Optimization). What exactly does AIO mean, and how is it different from normal SEO (search engine optimization)? We discuss.
The shift from SEO to AIO
SEO, or Search Engine Optimization, has been the foundation of online findability for years. SEO focuses on optimizing websites and content to rank as high as possible in search results, with search engines such as Google, Bing and more. When you are doing SEO, you take into account specific keywords, backlinks and technical optimizations.
With the growth of AI-driven search, the way we search is changing and a new approach is needed in addition to SEO: AIO. In a previous article, we wrote about the shift from SEO to AIO.
Where SEO is focused on search engines, AIO is about optimizing content so that it is picked up by AI models and presented to users. This means that your content must not only be good for the algorithms an search engines, but also valuable and usable for AI-driven search systems that are increasingly becoming the norm.
How does AIO work?
The biggest difference between SEO and AIO lies in the way search queries are handled. Search engines like Google work based on keywords, among other things; the better your content is optimized for certain keywords, the more likely you will rank for that keyword in Google. AI systems, however, work differently. They understand in a deeper way the context and intent behind the user's query.
This means that if you currently put a lot of emphasis on writing content optimized for a particular keyword, you need to focus even more on writing content with depth and relevance that matches the user's needs. AI models prefer content that is complete and clear so that users get an immediate answer to their question without having to search further. So make sure you write content that really benefits users, however you normally should.
Why AIO is important for businesses
For businesses, AIO presents enormous opportunities, but also challenges. In the future, it is likely that a large portion of searches will go through AI systems. Companies that already have a lot of content need to ensure that their content remains visible within these new platforms. This will require a slightly different approach: understanding user intent and creating content that is not only informative, but also responds directly to customer demand.
Here are some important things to keep in mind for AIO:
Focus on search intent rather than keywords: Whereas SEO is all about using the right keywords, AIO focuses more on the question behind the search query. This means optimizing your content for the real needs of the user and not just the keywords they enter. Understanding your target audience and their search behavior is important here.
In-depth, valuable content: AI Search prefers content that is valuable and comprehensive. This means that companies that produce superficial or generic content (for example, with AI) will be less visible in AI searches. It is important to invest in good content, by working with a copywriter, for example, or an AI colleague who assists you with content writing and writes human content.
Natural language and structured data: AI search can understand and process natural language better than general search engines. Write content as if you were having a conversation with your target audience and make sure to simplify jargon. In addition, using structured data such as schema markup on your pages is important to help AI systems understand the relevance and context of your content.
The impact of AIO on website traffic
An important point to keep in mind with AIO is the shift toward so-called zero-click searches. Tools such as ChatGPT can provide instant answers to a user's search query without requiring them to click through to a Web site. This means that businesses that rely on organic traffic must adapt to this change. However, AIO also offers opportunities: by optimizing your content for AI, you increase the likelihood that your information will be used in AI responses, which can lead to increased visibility and authority. Also when recommending/recommending products and/or services.
How do you apply AIO in your content strategy?
Applying AIO requires a proactive approach. Here are some steps you can take to use AIO effectively for your business:
Research search intent: Understand what your target audience really wants to know. Use personas and analyze search queries to discover what questions they have and how you can respond to them.
Create extensive content clusters: By linking related content on your website, you create valuable content clusters that will make not only Google, but AI tools see you as an authority because you write a lot about a topic.
Get your brand talked about: Publish content on external platforms, such as trade magazines or reputable sites, and get mentions in relevant media. AI tools, like search engines, appreciate that you are being written and talked about externally in addition to your own channels. This promotes your authority.
The future of AIO and why you should start now
The shift to AIO is steady; there are already a lot of people using tools like ChatGPT to find what they are looking for. The rise of AI-driven search engines (such as Search GPT) is forcing companies to look beyond SEO and focus on creating valuable, in-depth content that is responsive to users' needs. Companies that start using AIO now will be better positioned to reach their target audience in a future where AI will play a major role in search behavior.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
OpenAI made impressive strides in December in the development of its AI tools. With new features, models and subscriptions, it can be quite confusing which model is best to use and which best suits your needs. In this article, we list the current models available from ChatGPT and the updates available for each version.
ChatGPT-4o
Compared to its predecessors, ChatGPT-4o is a significant step forward. With the addition of real-time video and screen sharing to the voice feature, users can now visually engage ChatGPT on their issues. Think live technical troubleshooting or collaborative review of a project. The AI provides immediate insight and support.
In addition, the search function in ChatGPT has been improved, allowing users to find relevant information faster. The introduction of "Projects" also allows users to organize and personalize their work more clearly. These features make ChatGPT-4o a valuable tool for both personal use and professional applications.
ChatGPT o1
The official o1 model is now available and offers users new capabilities. Especially in the areas of coding, math and writing, this model shows impressive improvements. A notable addition is the ability to upload images and have them analyzed by the AI. This makes the model suitable, for example, for designers and data analysts who want to integrate visual elements into their workflow.
Although some features, such as web search and file uploads, are still under development, o1 already provides a strong foundation for complex applications. For users who need a powerful and flexible AI model, o1 is an important addition to the ChatGPT ecosystem.
ChatGPT Pro
For professionals dealing with complex processes on a daily basis, the new ChatGPT Pro subscription offers a great solution. The subscription gives unlimited access to o1, o1-mini, GPT-4o and the advanced voice features. This makes it ideal for strategic applications, such as developing business plans or optimizing processes.
Priced at $200 per month, ChatGPT Pro is an investment aimed at users who want to get maximum value from their AI tools. However, if you are a business or self-employed person spending daily on complex tasks, the time and cost savings could be well worth this investment.
ChatGPT o3
OpenAI has taken an important step in the development of AI models capable of deep reasoning with the launch of o3 and o3-mini. The new o3 model is designed to carefully analyze complex issues before providing an answer. This approach, known as chain-of-thought reasoning, significantly improves the accuracy and relevance of answers.
o3 has proven to perform impressively by achieving a 76% score on the ARC-AGI test, a benchmark that measures the ability to recognize patterns in unfamiliar situations. This result is even slightly higher than the average human score of 75%. Although o3 is not yet officially considered Artificial General Intelligence (AGI), the model's performance highlights the rapid advances in AI development.
What does this mean for marketers and professionals?
OpenAI's latest developments show how widely and powerfully AI can now be used. Whether you're a marketer looking to improve campaign performance or an entrepreneur looking to set up processes more efficiently, these tools offer solutions that address a variety of needs.
With these new updates and improvements, OpenAI not only provides new ways to address challenges, but also gives a taste of how AI will continue to evolve into Artificial General Intelligence (AGI) and even Artificial Superintelligence (ASI).
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2025/01/Vergelijking-ChatGPT-4o-pro-o1-o3-1.webp11582058Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2025-01-15 13:59:262025-01-15 14:00:14ChatGPT-4o vs o1, PRO and o3 and updates
The beginning of a new year is often marked by good intentions. Whether it's eating healthier, exercising more or Dry January, a month without alcohol, the challenge is often in keeping it up. AI, like ChatGPT, can support you in a unique way to not only focus your goals, but actually achieve them.
Making concrete plans for success
A successful plan starts with clear goals. ChatGPT helps you by asking targeted questions and working with you to create a concrete plan of action. For example, do you want to make better choices in your daily schedule, work more efficiently on personal projects, or simply find more balance in your daily life? AI offers guidance to overcome these obstacles and put your plans into practice step by step It's not just about the what, but also the how: ChatGPT helps you move forward step by step.
Healthier living in 2025 with AI
Want to really start the year off right? ChatGPT can guide you in learning healthier habits in several areas. For example, you can use AI for advice on nutrition, such as recipes for nutritious meals or tips on how to snack more healthily. In terms of exercise, ChatGPT supports you with workout schedules that fit your level and time. Even improving your sleep quality becomes easier with practical tips, such as creating a regular bedtime routine or relaxation exercises.
Dry January: AI as your personal coach
For anyone participating in Dry January, motivation is often the key to success. ChatGPT helps you clarify your goals and also offers support at times when things get tough. Examples include suggestions for alcohol-free alternatives, strategies for resisting social pressure, or a friendly reminder of why you started this. With this help, the challenge of a month without alcohol suddenly feels a lot less demanding.
Making your goals achievable with ChatGPT
Keeping good intentions goes beyond motivation. It's about a combination of structure, insight and support. ChatGPT offers all of this in an approachable and accessible way. Whether you are aiming for a healthier life throughout 2025 or simply want to get off to a strong start with Dry January, AI can be your ideal partner in making your goals a reality.
Start using ChatGPT today and discover how this smart technology can help you turn good intentions into lasting change.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2025/01/chatgpt-goede-voornemens-banner.webp11582058Lotte Verhulsthttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngLotte Verhulst2025-01-14 12:13:512025-01-14 13:46:35How ChatGPT helps you keep good intentions and Dry January
Anthropic, known for the AI assistant Claude, has provided a remarkable glimpse into how people around the world are applying AI in their daily lives and work. Using their new analytics system Clio, the company is able to discover patterns in millions of conversations users have had with Claude. These insights not only provide a fascinating overview of AI use, but also help develop safer and more tailored AI solutions.
Leaders mapped with Clio
The analysis shows that Claude software development is the most popular application with 10% of all calls. From writing and debugging code to designing complex systems, developers take full advantage of Claude's capabilities. In second place is education, with 7% of conversations. Students and teachers use the AI to explain complex concepts, improve homework assignments and compose teaching materials.
Interestingly, business strategy also plays a large role at 6%. Companies are using Claude to conduct analysis, develop plans and predict trends. But use is not limited to serious applications. People also turn to Claude for unique and unexpected tasks, such as analyzing soccer games or providing support for role-playing games like Dungeons & Dragons.
AI use adapted to language and culture
Another important insight from Clio is how Claude's usage varies by language and region. This shows that AI is not only a universal application, but also adapts to the cultural and linguistic preferences of different user groups. For example, in some regions Claude is used more often for creative projects, while in other regions the emphasis is on business applications.
These regional differences provide valuable information for Anthropic. It not only helps them to optimize Claude for different markets, but also to further improve the safety and relevance of their AI models.
Security and privacy as a priority
Although Clio analyzes millions of conversations, Anthropic puts privacy first. The system collects only general trends and removes all personal information before the data is processed. As a result, individual conversations remain completely private. Analysts only have access to anonymized and grouped data, meaning users' personal information is never visible.
This privacy-oriented policy shows that Anthropic does really focus on the ethical piece of AI technology. At the same time, the insights provided by Clio are guiding the future development of AI so that it is increasingly responsive to the needs of users who use Claude.
The future of AI use
As we already know and as Anthropic now confirms, AI is being used in versatile ways in everyday life, ranging from complex technical projects to creative and personal applications. By understanding how and why people use AI, the company can not only develop better products, but also contribute to a future where AI is used in a safe and responsible way.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2025/01/anthropic-banner.webp11582058Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2025-01-07 13:29:502025-01-07 13:33:53Anthropic shows with Clio what people really do with AI
AI is changing the way we work, do business and communicate. What are the key developments and trends to watch in 2025? In this blog, we share 16 marketing AI trends that will have a major impact on marketing, entrepreneurship and business in 2025. These trends also form the basis of the marketing AI webinar we hold monthly.
1. AI-driven content creation
AI is getting better at creating text, images, videos and audio. We will be less and less able to tell the difference between content created by humans or that AI helped with.
Tools like ChatGPT, Gemini and Claude help you create plans, write social posts, newsletters, code and product descriptions. For visuals and videos, there are tools like Midjourney, Flux, Runway, Sora, Veo 2 and KlingAI. Audio can be created with ElevenLabs or Hume, for example.
2. Collaborating with AI colleagues in 2025.
AI systems are increasingly becoming colleagues you can collaborate with within your existing work environment. This makes for a more efficient workflow and better results.
We already work with a team of AI colleagues in Slack, which we will improve and expand this year. You too can use these specially trained AI colleagues for content planning, writing for social media, email and blogs, and data analysis.
3. Enhanced Reasoning (Reasoning).
AI models are getting better at making complex decisions, They can follow a logical line of reasoning (Chain of Thought) and learn from their own results to improve themselves. This makes them more accurate and effective at complex tasks such as strategic planning, analysis, forecasting and problem solving.
The breakthrough began late last year with OpenAI's o1 model, which analyzes problems thoroughly before taking action. Google followed with the interesting Deep Research feature in its Gemini platform, and Chinese start-up DeepSeek came up with the open-source DeepSeek V3 model with reasoning capabilities.
4. Advanced memory (Memory).
AI gains a permanent memory, allowing it to remember context and previous interactions. This means AI recognizes a user instantly and can build on previous conversations. As a result, responses become increasingly relevant and customized.
An example of this is AI chatbots that can immediately give appropriate suggestions because they know what was discussed in previous conversations. This makes the interaction more natural and effective.
5. Real-time video and visual AI (Vision).
AI with visual capabilities can recognize and analyze images, videos and objects, both in the real world and on your screen. This is already possible with ChatGPT and Gemini 2.0, and the capabilities are expanding.
This allows you to use AI as a real-time assistant during your work. For example, when creating content or optimizing your homepage. The AI watches your screen and provides immediate feedback and improvement suggestions. Do you get stuck in a program? Then the AI explains step by step what you need to do to move forward.
The real-time video feature makes it possible to use AI in everyday life as well. For example, test it out by showing the contents of your refrigerator and asking what you can cook dinner with it. Or you can ask which products are healthy and which are better eaten in moderation.
6. Advanced voice interfaces (Voice).
AI is getting better at processing, understanding and generating spoken language.
ChatGPT and Talk to Gemini's voice feature already allows you to have natural conversations. ChatGPT's voice feature accesses the Internet, allowing it to instantly look up information and be used for "voice search. Tools such as ElevenLabs and Hume allow you to create natural voices, including a copy of your own.
We see speech being used not only for face-to-face conversations with AI, but also for customer service chatbots. This also makes AI more accessible to people with disabilities.
To be found through voice search, your content must connect with how people talk. You do this by:
Use conversational language and specific search terms that fit natural queries.
Integrate FAQs into your content.
Add structured data (schema markup) so that search engines better understand your content.
To focus on local content because many voice searches are location-based.
7. Automation with 'AI agents'
The development and application of AI agents will take off in 2025. These are smart systems that perform tasks independently based on clear goals and instructions. They combine various AI capabilities to make decisions, execute actions and improve their performance.
In this first phase, AI agents still work under human supervision. In the future, they will become more and more independent and will also cooperate with other AI agents.
It allows organizations to automate routine tasks. This leaves more room for strategic work that requires human qualities such as creativity, problem solving and empathy.
An example for online stores are "shopping agents. These help customers choose products, answer questions, compare prices and make the order.
All major AI companies are fully committed to developing AI agents. We are going to see many new applications of this in 2025.
8. Digital people
Another marketing AI trend we see in 2025 is that the distinction between human and AI-driven interactions will become increasingly blurred. Whether you watch a video on social media, participate in an online consultation, make a phone call or chat on a website, it will become less and less clear whether you are communicating with a human or AI.
The success of virtual influencers shows what is possible. Take Lil Miquela, for example, with 2.5 million followers on Instagram. These types of digital profiles provide new ways to build and engage audiences.
Digital humans enable 24/7 accessibility, but also bring challenges such as the risk of deception and loss of trust. The key is transparency: companies that are open about their use of AI build a stronger relationship with their audience.
9. Optimize content for AI
Just as SEO became important to search engines, AI optimization becomes crucial to being found in AI search results such as ChatGPT Search, Google's AI listings, Perplexity or Grok. The basis is to create unique, valuable content that cannot be generated by AI. Only then will you really add something.
In doing so, focus on four key points:
Buying keywords: Create the most comprehensive content possible for your audience that answers all questions surrounding your product or service. Think extensive product descriptions, product comparisons, rates, customer experiences and a fair overview of pros and cons.
Share unique insights: These are your opinions, viewpoints and expertise, complemented by customer stories, research and real-world examples. This is exactly what AI cannot offer, but what people are looking for.
Up-to-date content: Keep your content current with trends and new insights from your field. Make sure everything you share is accessible, meets the needs of your audience and helps make buying decisions.
Structure: Always use a clear structure, include visuals and focus on sustainable "evergreen" content. This strengthens your visibility in AI systems and connection with your audience.
10. Dynamic content optimization
AI automatically adapts content by platform and audience. From short videos for TikTok to business blogs for LinkedIn, AI ensures that each message matches viewer preferences.
This means that your core message is automatically translated into the right format and tone for each channel. For example, a podcast can be converted to catchy social media posts, a blog, a short video and a series of emails. In doing so, AI analyzes what works best for each platform and adapts the content accordingly.
For marketers, this means a more efficient way of working. You create the content once and AI makes sure it is optimally adapted for each channel. This way, you reach your audience in the way they like, without taking extra time.
11. Hyperpersonalization with predictive analytics
AI goes beyond standard personalization such as "Hi Julien. It can predict customer needs and proactively provide solutions. From personalized product recommendations to fully customized content that matches the individual's needs.
By continuously learning from interactions, AI increasingly understands what your customers really want. For example, the system analyzes when someone prefers to receive mail, what type of content works best and what products are of interest. Based on these insights, it automatically adjusts communications.
Imagine this: a customer regularly views content about sustainable business. AI recognizes this pattern and causes this person to see more relevant articles, cases and products on this topic. The content is customized not only in terms of topic, but also in writing style, timing and channel of transmission.
For marketers, this means a shift from manual segmentation to a system that learns and adapts itself. The result? Content that matches exactly what your audience needs at that moment.
12. AI steering committees and Chief AI Officers.
More and more companies are appointing AI steering committees and Chief AI Officers to develop and implement AI strategies. This helps them deploy AI responsibly, effectively and sustainably and stay relevant to their audiences. This new role within organizations is becoming increasingly important.
The AI steering committee often consists of experts from different departments who work together to determine how best to deploy AI. They look at technical capabilities as well as ethical considerations and the impact on employees and customers.
The Chief AI Officer ensures that AI is not seen as a separate technology, but as part of business strategy. This person oversees all AI initiatives, ensures the right priorities and monitors the balance between innovation and responsible use.
For marketing, this means a strategic approach to AI implementation. No more isolated experiments, but thoughtful choices that align with your goals. This is how you ensure that AI really adds value to your organization and strengthens the relationship with your audience.
13. The challenge of ethics and authenticity
With AI increasingly being used to generate content and provide service in the form of chatbots, for example, it is crucial to remain authentic. Transparency about the use of AI and maintaining a human touch is necessary to build trust with your audience.
In practice, this means a careful balance between innovation and integrity. It's not just about mentioning that you're using AI, but more importantly why. Your audience appreciates it when you explain how AI improves service and what the added value is for them.
This openness works both ways. You not only show where AI plays a role, but also highlight where people make the difference. Think personalized advice, creative customization or strategic decisions. Through this combination of technology and human expertise, you build a stronger relationship with your audience.
An example: share in your blog or newsletter how you use AI to create relevant content faster, but also show how your team puts their own spin on this with unique insights and experiences. In this way, you make it clear that AI is a tool that enhances your human expertise, not replaces it.
14. AI training: the new normal
Continuous learning and AI literacy will become crucial in 2025, in part because of obligations under the AI EU Act. The first rules will go into effect Feb. 2, 2025, in the Netherlands, requiring organizations to ensure AI literacy.
Organizations are investing in ongoing AI training, promoting responsible use and leveraging AI for growth. Essential are practical role- and task-level workshops, training in recognizing biases, and AI literacy to use technology ethically and impactfully.
This requires a structural approach where teams learn how to use AI intelligently for their specific work. It is not just about technical knowledge, but rather about understanding the possibilities and limitations of AI. This is how you develop a team that makes informed choices in the use of AI tools.
From NXTLI, we support you in this with the weekly AI Marketing Friday and the monthly webinar Marketing AI in Practice. We will expand this with targeted trainings and workshops to help marketing teams increase their knowledge and deploy AI effectively. If you already have a specific need for this, let us know.
15. Rapid development and competition among AI tools
Another marketing AI trend in 2025 will be continued intense competition between AI platforms. We will face many new releases and updates. This accelerates innovation and makes for better and better tools. But it also forces people to stay flexible, continuously experiment, make choices, adopt and evaluate AI tools regularly.
This means a new way of working for marketing teams. It is no longer enough to know one tool and stick to it. You need to be able to assess which new developments are relevant to your goals and when it's time to switch to a better solution.
The biggest challenge becomes finding the right balance. Not every update requires immediate action, but waiting too long to innovate can put you at a disadvantage. Marketing teams that can quickly determine which new features are valuable AND successfully implement them will remain the most relevant. This requires a combination of curiosity, strategic insight and the ability to move quickly when needed.
16. Redefining man's role and time commitment
Finally, with all the developments we have discussed, we come to an essential question: what will be our role as humans in a world where AI takes over more and more tasks? Where do we spend our time to get satisfaction from our work and remain valuable?
This is the time to reshape our work and focus on what is truly meaningful. We see three major shifts:
1. From routine to strategy
AI is taking over more and more routine and repetitive tasks. This gives us the opportunity to focus more on strategic and creative tasks. Think about:
Developing innovative ideas and solutions.
Smartly implementing and optimizing AI systems.
Building more valuable relationships with customers and colleagues.
Making informed ethical choices.
2. More focus on human skills
Precisely what makes us unique becomes more important: our capacity for empathy, intuition, emotion, creativity and looking at something from different insights and context. This can be seen in:
Coming up with distinctive concepts.
Understanding what really moves people.
Leading teams in an AI-driven environment.
3. More conscious user of time
With AI freeing up time, we can use our time differently. How do we use that time to not only work and live more productively, but also happily and meaningfully?
More room for innovation and development.
Attention to well-being and reflection.
Contribute to larger social issues.
So there are many different marketing AI trends that will come into play. In this, it is important to find the right balance. How do you combine the best of AI with human qualities? The basis for success lies in continuing to learn, deepening your expertise and making conscious choices in what you spend your time on.
For marketers, this represents an opportunity to work fundamentally differently. Strategically deploying AI for executive tasks such as customer service, content management and data analytics creates space for where people really make a difference: thinking strategically and creatively, building authentic customer relationships and exploring new opportunities.
The future demands a combination of technology and humanity. Not either AI or humans, but humans and AI together. By thinking about this now and experimenting with it, you will be ready for what is to come.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
AI is increasingly being used to improve business communications and Talpa is making great strides in this regard. With an innovative digital doppelganger from John de Mol, Talpa ConnectLab personally addressed 30 media agencies about its 2025 commercial strategy. The project shows how technology, personalization and scalability can combine and provides valuable insights for companies looking to improve their communications.
The technology behind the digital John de Mol
Creating a lifelike digital version of John de Mol required a mix of advanced AI tools. Talpa deployed a clever combination of AI tools to provide this experience:
Cloning the voice Thanks to ElevenLabs, John's voice was perfectly mimicked, with a natural sound and intonation that convinces.
Radio-quality sound Adobe Podcast and After Effects were used for crisp, clear sound quality without interference, making it sound professional.
A lifelike avatar HeyGen was used to create a realistic and convincing digital avatar. As a result, the AI version of John was both visually and substantively authentic.
Personalization at scale: how AI makes a difference
Talpa shows how AI makes personal communication smarter and more efficient. John de Mol's digital doppelganger has managed to deliver a message to dozens of media agencies without a time-consuming process. Where personalization normally requires a lot of manual work, AI makes it easier to apply this process on a larger scale.
More and more companies are embracing AI
AI is increasingly being embraced by large companies looking to improve and personalize their communications. Organizations such as Talpa are demonstrating how technology can help make complex messages more personal and effective. Whether through personalized videos, voice cloning or other applications, AI offers new opportunities to reach tailored audiences.
For companies that also want to take a step toward using AI, we have developed AI colleagues. These digital colleagues can support your marketing team in different areas, such as content creation, personalization and data analysis. With our AI solutions, you make your communications not only smarter, but also more powerful.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/12/john-de-mol-banner.webp11582058Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-12-03 10:04:292024-12-03 10:08:56Talpa deploys AI for scalable personalization: Digital John de Mol addresses media agencies
At a time when digital transformation is no longer a choice but a necessity, successful organizations distinguish themselves by cleverly combining four core elements: AI, Business, Content and Data. They reinforce each other and together create a lasting competitive advantage.
The four building blocks give you the tools to create value in an increasingly dynamic digital playing field. If you use the ABCD principle strategically, you will strengthen your position and build strong relationships.
AI as a smart extension of your organization
AI offers unique opportunities for organizations to turn raw data into valuable insights. This allows you to discover and understand trends and patterns, predict customer behavior and proactively respond to market developments. This can be done by using AI to analyze data.
In addition, you can also use AI to deploy AI colleagues to support you in various tasks that you do on a daily basis, for example, such as writing captions, content and analyzing data or writing content.
In addition to its practical applicability, AI can also support the creation of insights that are important for both operational improvement and customer experience. There are many applications and by deploying AI well, it can serve as a foundation for digital growth.
Business as a catalyst for digital growth
A Business Acceleration Scan helps map out how your business is doing. By continuously evaluating and optimizing your performance, you future-proof your business model. By using the framework and focusing on goals such as customer engagement and brand loyalty, you will optimize your processes and increase your value in the digital ecosystem.
In sectors such as the dance industry, organizations are using this framework to strengthen connections with fans and build brand value through data-driven insights. This shows how the framework increases not only operational value, but also the relationships and collaborations needed for growth in the digital world.
Content as an engine of engagement and value creation
Content plays an important role in building digital power by connecting with customers and fans. You build your customer journey with it. With the Content Impact Model you can fine-tune your content strategy by formulating clear goals around reach, interaction, conversion and customer retention. Content thus becomes more than just a communication tool; it becomes a strategic instrument to strengthen relationships and create sustainable value within the ecosystem. A music label that actively communicates through social media, for example, can build a long-term relationship with fans through this model that adds economic and social value for both the brand and the broader ecosystem.
Data as a strategic resource and fuel for growth
Data provides contextual insights within with digital ecosystem. Data, within the ABCD principle, fuels collaboration and insight. By cleverly combining data with AI, you can deepen your customer relationships, uncover market opportunities and strengthen collaboration within the ecosystem. By leveraging data not only internally, but also externally, you can gain contextual insights that strengthen your digital network. This is how you strategically build a digital capability that adds both economic and relational value.
The ABCD principle as a foundation for value creation
The four pillars of the ABCD principle can help your business create value no matter what industry you are in. Check out this page, to learn more about the ABCD principle within e-commerce. However, digital value goes beyond the sum of these components; it arises from the interaction of data, relationships and collaboration. At a time when technological developments are racing, a strong digital capability is important if you want to innovate and grow. By focusing strategically on AI, Business, Content and Data, you can secure your digital future and add sustainable value for both your customers and partners.
The ABDC principle provides the foundation for sustainable growth and enables you to not only survive, but thrive in the ever-changing digital world. Want help with this? Then get in touch with us.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/11/ABCD-principe-4.webp386686Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-11-14 15:41:202024-11-19 09:25:23The ABCD principle: the 4 building blocks for digital growth
An interesting interview was recently published on the developments of AI. During the Masters of Scale Summit, Reid Hoffman interviewed Mustafa Suleyman, the CEO of Microsoft AI. This is a conversation between two influential tech pioneers who know very well what they are talking about.
Reid Hoffman is co-founder of LinkedIn, a board member of Microsoft, a partner of investment firm Greylock and one of the first investors in OpenAI. Suleyman is a former co-founder of DeepMind, which was sold to Google. He then founded AI company Inflection, which was recently acquired by Microsoft. Below we discuss 5 key developments Suleyman sees in the next 5 years:
Self-learning AI: lightning-fast progress
One of Suleyman's striking predictions is the rise of self-learning AI. These systems are becoming smart enough to recognize and correct their own mistakes. That sounds like a breakthrough, but it also raises questions about how fast this technology is evolving. The moment AI can improve itself, a huge acceleration occurs. Companies and organizations will feel the impact immediately, as this technology will influence much of our work and decisions.
Emotional intelligence: AI is becoming more human
It is no longer just about pure computing power and data processing. According to Suleyman, emotional intelligence will play an increasingly important role in the communication and relationships AI enters into. It is no longer just about what AI knows, but how it shares that knowledge and engages in interactions. AI's increasing empathy and emotional smarts will make technology more human, which will help users trust their digital assistants faster.
AI watching along: Copilot as a vision of the future
Microsoft has already announced that their Copilot will soon have a feature where AI can "see" what you see on your screen. This will give AI assistants the ability to proactively support you in your daily tasks. Imagine an assistant that instantly understands what information you need simply by watching what is happening on your screen. This opens the door to a new way of collaborating with AI, where the technology not only responds to our commands, but can also take initiative.
Permanent memory: AI that remembers what you say
Suleyman predicts that AI systems will have permanent memory by 2025. This means AIs will remember all the information you share with them and all your interactions, making for more personal and efficient conversations. This new feature gives AI a more human touch: an assistant who knows your preferences and habits and offers you exactly the answers that fit your needs. It changes the interaction between humans and AI, with both benefits and privacy challenges.
Large and small AI models: power and precision combined
Suleyman foresees a dichotomy between powerful AI models for complex tasks and small, efficient AIs for specific applications. These two types of AI complement each other. Large models are used for tasks that require a lot of computing power, such as data processing and analysis. Small models are suitable for specific tasks in everyday life, such as supporting employees in their work or processing customer queries.
These developments align well with the AI Roadmap 2024 - 2030 and have a major impact on how organizations can deploy AI. Let's look at what this means in concrete terms.
Suleyman sees significant opportunities and challenges.
Opportunities: small, specialized AI tools and natural conversations
One of the biggest opportunities Suleyman sees is in small, specialized AI tools designed for specific tasks. Think of an AI that specializes in your niche running on a device as small as a refrigerator magnet. The barrier to working with computers will be much lower because soon you won't have to know specific commands. AI just understands you when you talk, just like talking to a colleague. Moreover, AIs with permanent memory become a kind of digital colleagues who understand your workflow and help you work more efficiently.
Challenges: self-learning AI, emotional attachment and privacy
With the opportunities also come challenges. Suleyman cautions that we must closely monitor AI's self-learning ability. AI systems are getting better at recognizing and improving their own weaknesses. They automatically learn from mistakes, making them smarter and smarter. This rapid development requires careful monitoring to keep the technology safe and reliable.
In addition, he stresses the importance of a balanced relationship between humans and AI. Precisely because AI systems are becoming more human-like in their communication, there is a risk that people will form too strong emotional bonds with their digital assistants. Finally, privacy is an important issue; with AI systems constantly watching and collecting data, clear boundaries must be set about what data you do and do not share with AI.
Ask yourself: are you quite ready?
At the end of the talk, Hoffman asked what is the most important question we should ask ourselves. Suleyman's answer was a powerful call to go all-in now: "Ask yourself: are you fully ready? Because this is really a tipping point. We've seen enough evidence of previous technology transitions over the past five decades to know that this is going to reshape everything. This is the time to start businesses, scale, or even take your career in a new direction."
According to Suleyman, the moment to make an impact on the direction of AI is in the here and now. Whether you are an entrepreneur, activist or academic, this is the time to act. In 2050, the train has departed and everything will be different. This is the moment we can collectively impact the future of AI.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business, "Marketing AI Friday" is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/11/Mustafa-Suleyman-CEO-Microsoft-AI.webp7721372Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-11-14 12:25:562024-11-14 12:28:35Microsoft AI CEO: 'Now is the time to go all-in on AI' and here's why
At NXTLI, we are making great strides in expanding our AI team. We would therefore like to introduce our new AI colleague Brian, who is fully focused on conversion analysis. AI plays a central role for us in improving processes and strengthening customer outcomes, Brian is an important link in this process. He ensures that we not only collect data from our Conversion Monitor, but also convert it directly into actionable insights. This allows us to optimize quickly and in a targeted way, so that our campaigns and strategies are increasingly in line with the needs of our customers and changes in the market.
We view our AI assistants not as a tool, but as a full-fledged colleague who helps us inform decisions and continuously improve our performance every day. The expansion of our AI team reflects our commitment to be AI first with our marketing.
This is how Brian works
Brian continuously analyzes large amounts of data and closely monitors trends and performance. As soon as he sees striking patterns or areas for improvement, he proactively shares his insights and concrete advice with the team via communication platforms such as Slack or Teams. His advice is clear, focused and directly applicable, ensuring that our content expressions are always based on the most up-to-date data.
What makes Brian special is the ability to ask questions directly about his findings. Whether it's additional context for a declining conversion rate or advice on improved campaign performance, Brian answers immediately and adds additional context where needed. This makes him a true sparring partner within our team.
A valuable addition to the AI team
Brian joins our other AI colleagues such as Liza, our AI colleague for creating social media captions, Pia our content planner and Kai our copywriter. Together, they form a strong team of AI specialists that helps us achieve the best results for us and our clients. With Brian, we continue to build a future where decisions are based on data and our marketing goals are achieved ever more efficiently and accurately.
An example from Brian
See here how Brian responds when we ask him to share an analysis of weekly conversion performance:
"Hello.
Here's your weekly conversion report:
Notable trend: The conversion rate on your website is 15% lower than normal. This is mainly because the Meta campaigns are not converting as well as the past few weeks.
My advice:
Start an A/B test on the landing pages of the Meta campaigns.
Put the Meta campaigns ABC on pause, these provide visitors but not conversions.
Shift 30% of the Meta budget to TikTok ads, which yield better converting visitors.
Increase the budget of the best-performing Google Ads campaigns by 20%.
Opportunities: The retargeting campaigns are actually performing above average (+25% conversion) with an excellent ROAS of 8. There is room to scale them up further.
Questions about this analysis and my advice? Feel free to ask them, I'm happy to answer them."
Want to know more about Brian?
Have you become curious about Brian? We'd love to work with you to make Brian work for your organization. We can train him with all the relevant data for your business, combined with our unique NXTLI methodology, so he can best support your team in improving conversions, refining strategies, and strengthening marketing impact.
Take a leap forward in your marketing AI transformation every week
Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.
https://nxtli.com/wp-content/uploads/2024/11/Brian.webp386686Michiel Schoonhovenhttps://nxtli.com/wp-content/uploads/2019/10/NXTLI_Next_Level_Impact_Logo-1-300x123.pngMichiel Schoonhoven2024-11-13 10:26:352024-11-13 13:54:12Brian: NXTLI's new AI conversion analyst
