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.

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16 Key Marketing AI Trends in 2025

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:

  1. 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.
  2. 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.
  3. 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.
  4. 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.

Sign up for Marketing AI Friday for free.

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Talpa deploys AI for scalable personalization: Digital John de Mol addresses media agencies

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:

  1. Cloning the voice
    Thanks to ElevenLabs, John's voice was perfectly mimicked, with a natural sound and intonation that convinces.
  2. Radio-quality sound
    Adobe Podcast and After Effects were used for crisp, clear sound quality without interference, making it sound professional.
  3. 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.

Sign up for Marketing AI Friday for free.

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The ABCD principle: the 4 building blocks for digital growth

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.

Sign up for Marketing AI Friday for free.

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CEO Microsoft AI: 'Now is the time to go all-in on AI' and here's why

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.

Sign up for Marketing AI Friday for free.

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Brian: NXTLI's new AI conversion analyst

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.

Enter your contact information here or contact us and take a smart step toward an AI driven approach for your business!

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.

Sign up for Marketing AI Friday for free.

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AI in practice: How Voetbal International experiments with artificial intelligence

In the sports media world, AI is accelerating the way news and analysis are shared. One of the companies actively moving into this is PXR Media, the media company behind platforms such as Voetbal International, VoetbalPrimeur and Bright. Recently in the podcast AIToday Live, our colleague Denis Doeland talked about the role of AI at PXR Media and how the company is using AI to streamline processes and drive innovation.

The role of the AI task force at PXR Media

An important step in PXR Media's AI strategy is the creation of a dedicated AI task force, a team to coordinate all AI initiatives. This task force monitors the balance between technological innovation and human control, important for successful AI implementation. The right mix of AI technology and human expertise allows processes to be up to 50% more efficient.

In practice, this means that AI automates certain tasks, while editors and other staff can focus on tasks that require more creativity and human insight. AI is seen here not as a replacement, but as a reinforcement of work.

Automatically generated match reports: a case at Voetbal International

One notable example of AI implementation at PXR Media is the automatically generated "robot reports" that Voetbal International has offered on its match pages since March 2023. These AI-driven reports keep fans up-to-date with the latest developments during matches. The system enables real-time reporting, which not only ensures faster news coverage but also optimizes the use of editors.

The strategic approach to AI at PXR Media

AI is going to change a lot in the future, but you need a well-thought-out strategy to actually be successful. Companies need to determine how fast they want to innovate and to what extent they want to be on the "innovation wave. An aggressive approach can bring competitive advantages, but it also carries risks. It's about finding a balance that fits the company's vision and strategy.

Denis emphasizes that AI is not a quick fix, but requires a thoughtful strategy. Companies must decide where they want to be on the "innovation wave. Being ahead has risks but can also bring considerable competitive advantage. It's about finding the right balance between innovation and implementation.

Continuous experimentation for sustainable digital value

Denis encourages constant experimentation with AI. Continuous learning and adaptation is essential to building value that not only increases efficiency, but also increases business resilience in a rapidly changing media landscape.

According to Denis, it's all about creating digital value that remains relevant over the long term. AI can play an important role in improving business processes and customer experience, but only if the company remains responsive to change and continues to discover new opportunities.

Listen to the full story

Curious about the practical side of AI? In the podcast AIToday Live, Denis Doeland shares how PXR Media is applying AI in the media industry, with lessons for companies looking to innovate by combining technology and human insight.

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.

Sign up for Marketing AI Friday for free.

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6 steps for a successful AI implementation in your organization

Developments in artificial intelligence (AI) are moving at breakneck speed. It is important for companies to have a clear strategy. Without a focused approach, integrating AI can quickly turn into uncontrolled experimentation without tangible results. How do you ensure that AI effectively contributes to your organization's growth and efficiency?

These six steps will help you successfully implement AI and build a solid foundation for future success.

1. Start an AI vision and leadership steering committee

It all starts with forming an AI steering committee, made up of representatives from various departments. This multidisciplinary team leads the AI strategy and ensures that the implementation of AI aligns with the needs and goals of the entire organization. These "discoverers" identify opportunities, oversee the process and create support within the company.

A steering committee acts as a central point of contact and prevents AI projects from becoming fragmented. By involving all departments, you leverage knowledge from different disciplines, which increases the effectiveness of AI.

2. Develop a clear AI policy

With the proliferation of AI applications within companies, it is important to establish internal and external AI policies. These policies define how AI is deployed in the organization and what the expectations are, both for employees and external partners. A clear policy helps prevent misuse of AI and ensures that everyone is following the same guidelines. This reduces risk and creates trust in AI.

A good AI policy covers aspects such as privacy, ethics and responsible use and provides guidance for everyone in the organization. This keeps AI application secure and consistent, contributing to the trustworthiness of your brand.

3. Invest in training and education

AI can only be applied successfully if your team has the right skills and knowledge. This is why investing in training is so important. The importance of continuous learning should not be underestimated. From workshops to online courses, make sure your employees have access to learning resources to enhance their AI knowledge.

This not only builds your technical knowledge, but also strengthens your team's confidence and enthusiasm in using AI. Employees who feel competent with AI tools can add value to your organization faster and more effectively.

4. Conduct a marketing AI audit

An AI audit helps you determine where AI can make the biggest impact within your organization. By analyzing which processes and departments can benefit most from AI, you'll discover where optimizations can be made. For example, consider identifying tasks that take up a lot of time but can easily be automated.

Such an audit provides insight into AI's strategic opportunities and helps set priorities so that investments in AI quickly yield measurable results. By investing smartly in the right applications, you maximize the ROI of your AI initiatives.

5. Select the right AI tools

There are countless AI tools on the market, but which ones are right for your organization? Experimenting with different tools can be a good starting point to find the best match. Consider factors such as scalability, ease of use and the degree of adaptability to your business needs.

Also think about the long term: choose tools that can grow with your organization. By making a conscious selection, you avoid unnecessary costs and ensure that the tools actually add value.

6. Encourage an AI-first mindset

Finally, creating an AI-first culture is important to successfully integrate AI into business operations. You can do this, for example, by establishing "AI Fridays": days when employees are free to explore, test and implement new AI applications. In this way, AI becomes a permanent part of thinking and working within the organization.

By giving room for experimentation, you ensure that AI implementation also becomes a part of your business strategy.

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.

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Runway launches 'Act-One': AI animation more accessible than ever

Runway is taking another step into the world of animation with the introduction of Act-One, a feature within their Gen-3 Alpha platform. Act-One enables the creation of animated characters based on simple video input. For creative creators, this means that animation is now more accessible and simple, without the need for complex or expensive equipment.

How does Act-One work?

With Act-One, users can upload a video in which an actor portrays specific emotions and movements. Runway's AI technology then automatically translates this recording into an animation of a character, whether a realistic or drawn figure. This process works intuitively and quickly, making it accessible to a wide audience. For example, you can have one actor portray multiple characters within a single scene. Act-One requires no special camera or motion-capture equipment; an ordinary camera is sufficient to achieve impressive results.

Emotion and expression are preserved

What makes Act-One special is how it is able to accurately convey emotions even if the final character looks very different from the original actor. This means that the essence of the acting performance is preserved, regardless of whether the character is human or fully drawn. For content creators and animators who want to translate an emotionally charged performance into animation, Act-One thus provides a powerful tool.

Accessible to all

With Act-One, Runway Gen-3 Alpha takes another step in the development of accessible animation technology. Runway has begun a phased rollout of this feature to all users, giving more and more creators the ability to bring their creativity to life without technical barriers.

Watch the demo here:

Take a leap forward in your marketing AI transformation every week

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OpenAI rolls out ChatGPT search! Will this be the new way to search?

In March 2024, Sam Altman, CEO of OpenAI, indicated in an interview with Lex Fridman that he was not enthusiastic about building a search engine like Google. However, he did see opportunities in combining AI with online search, something no one has yet fully realized. On Oct. 31, 2024, OpenAI looks to make that vision a reality with the launch of ChatGPT Search. The question is: Will this cause us to search in a different way?

ChatGPT Search: How does it work?

ChatGPT Search is a new feature that allows users to find information directly online, without the familiar Google ads and long lists of search results. Where Google often displays an extensive list of clickable links, ChatGPT Search provides a clear answer immediately. This ensures that you get the information you are looking for faster and without distraction, plain and simple.

ChatGPT Search's capabilities go beyond text. For example, the platform supports up-to-date information such as stock quotes, complete with interactive charts that can be viewed in detail. The new Chrome extension also allows users to enter search queries directly into the browser, after which ChatGPT Search provides immediate answers in a convenient overlay window. This seamless interaction makes search not only faster, but also more accessible for everyday use.

What does ChatGPT Search mean for SEO?

ChatGPT Search operates without ads, providing a different experience than search engines such as Google, Bing and Yahoo, which rely largely on ad revenue. Google, for example, derives 75% of its revenue from ads. With the rise of AI-driven search methods, the demand for alternative ways of searching is growing, which can affect how companies are visible to their target audience. This requires a customized strategy to continue reaching customers effectively.

Companies that previously relied on Google traffic can use ChatGPT Search to rely on visitors who are already better informed before they arrive at the website. This change is likely to affect not only the quantity but also the quality of traffic to websites. The targeting of AI search engines like ChatGPT Search provides users with answers based on their specific questions, meaning that visitors typically have more background information about your company or services before they even reach your website.

AIO: The key to visibility in AI search engines

The rise of AI search engines such as ChatGPT, Claude, Perplexity and Gemini presents new opportunities and challenges for content marketing and SEO. Whereas traditional SEO focuses primarily on findability within Google, AIO (AI-optimized) content specifically targets AI platforms. AIO goes beyond keyword optimization; it is all about context and relevance so that companies are not only visible, but also maintain their visibility within the AI search environment.

At NXTLI, we are exploring the potential of AIO strategies to better align content with AI search engines. In addition to focusing on Google, we are working on ways to develop content strategies that can also be effective within emerging AI search channels. Want to learn more about AIO? Then read our article on it.

Google's position in an AI-driven world

Google has some significant advantages with its vast dataset and market dominance, but the company faces the challenge of staying competitive. Google is likely to increase its focus on AI-driven and personalized search results to strengthen their current position. Nevertheless, it remains uncertain whether this will be enough to surpass the success of alternatives such as ChatGPT Search.

Google has a strong position, and many people will continue to use Google out of habit. Yet the demand for ad-free and user-friendly search options continues to grow, increasing the pressure on Google to innovate its technology. Meanwhile, OpenAI, with its alternative approach, could potentially gain a stronger market position and become a serious competitor to Google.

What does ChatGPT Search mean for businesses?

It is more important than ever to write content that truly connects with what the searcher wants to know or find. The rise of new AI search engines such as ChatGPT Search requires an approach in which content is clear, relevant and valuable. While Google still plays an important role, strong content strengthens your position on all platforms and ensures that you are providing the right answers to your target audience's questions wherever they search. Need help with that and want to spar with us to hone your content strategy? Then get in touch with us.

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ElevenLabs launches 'Voice Design': a unique voice for your brand

Voice technology is evolving at lightning speed, and ElevenLabs is reinforcing that movement with their latest tool: Voice Design. This new feature allows you to generate your own unique voices that perfectly match your brand's desired look and feel. This innovative process does not require complicated recording techniques or expensive voice actors, everything works simply based on a text prompt.

What is Voice Design?

Voice Design offers companies a user-friendly way to create voices that are fully customized to their specific needs. The process works intuitively: users describe the desired voice, then ElevenLabs generates unique voice options based on this prompt. After choosing the ideal voice, it can be saved and used immediately in campaigns, customer service, or other interactions.

The benefits of Voice Design for businesses

Having your own voice can greatly enhance a brand's recognizability. When customers hear the same, familiar voice over and over again, it helps to create a stronger brand experience. Added to this is the time savings; by easily generating a voice, you don't have to set up expensive or lengthy voice-over projects. Voice Design gives companies the flexibility to try out different styles and make adjustments as needed, without losing consistency or recognition.

What makes Voice Design different?

Whereas many Text-to-Speech (TTS) options on the market offer only standard voices, Voice Design offers an unprecedented level of personalization. The ability to generate a unique voice from scratch gives organizations the freedom to create a sound that truly fits their brand. Whether you need one voice or multiple voices, Voice Design offers the scalability and flexibility that modern brands seek.

Beta version and high quality options

Although Voice Design is currently in beta, ElevenLabs stresses that the tool is an interesting addition to their collection of professional voice clones. For long-term use and various applications, these advanced voices are still the best choice. They offer a natural, smooth sound.

Here's how it works

  • Go to 'Voices' → 'Add a new voice' → 'Voice Design'
  • Describe the voice you are looking for in a prompt
  • Choose from three generated options
  • Save your favorite vote
  • At 'Text to Speech' you can then choose this voice to generate audio

Watch the introduction to Voice Design below:

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.

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