AI has transformed the marketing game, becoming the driving force behind smarter, leaner, and more agile agencies. At the forefront of this revolution, we see AI reducing costs, improving efficiency, and opening doors to new creative possibilities.
The numbers speak for themselves: according to PwC’s Global Artificial Intelligence Study, 45% of total economic gains by 2030 will come from AI-powered product enhancements that spark consumer demand. The message is clear—if you’re not already leveraging AI, you risk falling behind.
But it’s not just about staying competitive. The CSIRO agrees when AI and human expertise collaborate effectively, the result is a smarter organisation that capitalises on AI’s immense potential while retaining the depth of human insight.
Here’s a behind-the-scenes look at how we’re harnessing AI at Connected Media:
1. AI for Search Term Analysis:
We’re using the OpenAI API to dissect search term reports, helping us understand user intent more precisely. This sharpens the relevance of our ads, landing pages, and content, leading to better engagement and sales. By blending AI-driven insights with strategic adjustments, we ensure campaigns resonate with the right audiences at the right time.
2. AI for Performance and Attribution:
Visibility into how marketing spend drives business outcomes is crucial for sustainable growth.
Automated Anomaly Detection: AI-driven Google Ads scripts help us identify performance anomalies and optimise channel allocation.
Revenue Attribution: Our CRM-specific tracking codes support closed-loop reporting, enabling us to use AI to optimise to business goals.
3. Data Centralisation and Predictive Insights
Data is the backbone of AI, and we’ve streamlined ours. By centralising cross-platform performance data in BigQuery and visualizing it in Looker Studio and Salesforce Marketing Cloud Intelligence (Datorama), we gain real-time insights into how campaigns are running across platforms.
Predictive Analytics: By deploying machine learning models, we forecast future conversion volumes, CPA trends, and budget allocations based on historical performance, empowering data-driven decision-making.
4. AI-Powered Research
When it comes to strategy, tools like Perplexity and Elicit offer in-depth, source-backed insights, uncovering information that shapes new approaches and creative angles. It’s like having an AI-powered research assistant (make sure you check their work!).
5. Testing and Innovation
At Connected, we’re always scanning the market for the latest innovations and opportunities to leverage AI in smarter, more impactful ways.
CASE STUDY: We are currently testing new AI targeting with Pinterest for our Client Il Tutto and early results have been promising - AI has been able to identify some new prospecting audiences delivering CPAs that rival some retargeting segments!
The Human Touch: Where AI Falls Short
There is no denying that AI tools have delivered short-term efficiencies, streamlined business processes and empowered our teams. We have seen the positive impact firsthand at Connected – but – AI led solutions can still fail when conditions shift, input data is insufficient, or when deeper human insight is needed.
The moment we lose the ability to step in, and problem solve, we've over-relied on the machines. AI’s limitations are clear—it can’t (currently at least) grasp cultural nuances, human emotions, or the creative spark that elevates campaigns from simply “optimal” to truly meaningful.
Our job is to push AI to its limits, but always with an understanding of when it’s time for human expertise to take the reins.
The Future of Marketing: Collaboration, Not Replacement
The future of marketing isn’t about AI replacing humans. It’s about blending the two to craft smarter strategies and deliver lasting value. At Connected Media, that’s exactly what we’re striving for—embracing AI, but never at the expense of the human touch.
Want to learn more about how we’re driving growth with AI? Get in touch today and let’s explore what’s possible for your business.