In this episode of Digital Now and Next, the team delves into the impact of artificial intelligence (AI) on the marketing industry in Ireland, drawing on research insights and practical applications for businesses.

Key Points:

1. Understanding AI Usage and Perception:

   • 58% of Irish adults claim little understanding of AI, yet they frequently use AI-powered platforms like email, social media, and streaming services.

   • AI is a critical part of marketers' daily operations, with 98% stating it plays a key role in their business strategy.

2. Navigating the AI Hype:

   • AI is evolving rapidly, influencing areas like content creation, legislation, and ethics. The discussion includes recent developments such as the Irish government's legislation and high-profile industry debates on AI’s role and ethical considerations.

3. Practical Marketing Applications:

   • Key AI applications include policy development, time-saving automation, and campaign optimisation. AI tools such as Social Hero help streamline social media planning and campaign management, saving up to 40 hours per campaign.

4. Future Trends and Considerations:

   • AI is reshaping social and search behaviours, with Gen Z increasingly turning to platforms like TikTok and Instagram for information. Brands must stay vigilant about misinformation and ensure their ads appear in safe environments.

The episode concludes by highlighting the importance of education, policy development, and optimising AI usage to drive better marketing outcomes while adapting to future changes in AI and media landscapes.