The question kept coming back: “Jean-Marc, what do you see for AI advertising in the next five years?”
After three beers and many debates, here are my five predictions for 2030 (spoiler: they weren’t all in agreement):
- Real-time Creative AI “Impossible!” said Sophie. Yet the three-week briefs are a thing of the past. AI will adapt the creations in real time according to the context. Coca-Cola is already testing this approach with visuals that change based on temperature.
- Native immersive advertising Marc was skeptical, but AI will automatically place your products in video content, series, and games. No longer necessary to negotiate with producers – the integration will be seamless.
- Emotional predictive targeting There, Thomas perked up: “You mean it will know I want chocolate before I do?” Exactly. Demographic targeting is out; it’s time to anticipate future emotional needs.
- ⚡ 100% automated creations “Will the creatives lose their jobs?” No, they will evolve. AI will manage from insight to distribution, but will still need human creative direction. Google Ads is already testing this approach.
- AI becomes a consumer The twist that made Claire jump: AI will no longer only help to sell… it will become the main buyer via personal agents. A total game changer.
Well, exiting the restaurant, we were still debating #4…
Which camp would you have been in?
To dive deeper into the subject:
- Real-time study: https://www.thinkwithgoogle.com/marketing-strategies/automation/
- Predictive purchasing: https://www.amazon.science/blog/
- Programmatic evolution: https://digiday.com/media/programmatic-advertising-ai/