How generative AI is going to change the way digital marketers and influencers work

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The development and integration of generative AI tools is advancing at a rapid pace, changing the way digital marketers work, manage data and understand their operating environment. In this interview with Kolsquare, Karlis Montchovi, Digital Consulting Director at Wellcom agency and AI expert , explains how AI is going to be a game-changer for digital marketers.


From ultra-personalised communications at scale to selecting influencers based on editorial affinities rather than reach, Karlis Montchovi, digital consulting director at agency Wellcom and AI expert , explains how AI is poised to play a role for digital marketers and influencers.

How justified is the hype around AI? Is it a real revolution?
It's not a revolution like electricity. This is a major breakthrough. Today, AI doesn't allow you to do things you couldn't do before; it just makes it possible to do them faster. If you have the time and commitment, you can do what AI does, but more slowly. I'm toning down the term revolution because AI is a super-accelerator in our digital society. The gap is not the same as going from a 56,000 internet connection to a fiber connection. Faster connections haven't completely changed uses, but in the digital realm and in the realm of communication, it's true that AI is crazy. It's completely changing the way we work, the way we understand the world, the way we manage vp media email database data, and the way we communicate on a large scale. For example, thanks to machine learning, it's possible to quickly create personalized messages for millions of people, something that wasn't possible before. It's a turning point when it comes to personalization on a large scale.

This is a major challenge in digital marketing: personalization on a massive scale. We can no longer use one message for everyone because communication paradigms have changed. Now everyone can carry a message. Brands need to deeply understand their audiences, find the right communication codes, and send messages across multiple channels. Automation, which is often confused with AI, helps companies communicate better. It is essential to distinguish between automation and artificial intelligence. Often, what we call process AI is simply scripted automation for repetitive tasks.