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The Fall of Social Media Marketing

In this edition of Brands Today, we look at exploring and understanding the latest trends in the market and the recent developments of AI and ML in the job market.

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The Fall of Social Media Marketing

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  1. The Fall of Social Media Marketing

  2. Editor’s Note The Team With the recent developments in AI, ML and RPA, it is impossible not to notice their impact on modern society. Whether you're a large organisation or a startup, reliance on AI for the success of your company is Jay Reddy imperative. James Pringle Galvin Jamie But how much is too much? Has AI already started to make certain jobs redundant, or are people not Fiona James able to capitalise on its significant strengths? Kate Hooper Adopting AI and ML has made lives easier, to the Eva Morris point where mundane jobs or jobs that require Jim Cooper people to be creative are now slowly walking the Edwin Martin path of obsolesce. Roger Moses In this edition of Brands Today, we look at exploring Nancy Louis and understanding the latest trends in the market and the recent developments of AI and ML in the job market. Katie Noakes Editor-in-Chief Issue 27 | 234

  3. Table of Contents 03 Editor's Note 07 07 The Trans-Atlantic Battery Race The Trans-Atlantic Battery Race 13 Sudden Growth of Print Media 15 Is the Metaverse Still Relevant? 18 Piotr Babieno 15 20 The Transparency Paradox Is the metaverse still relevant? 21 Rise of AI 28 A New Way to Shop 29 Cover Story - The Fall of Social Media Marketing 21 33 Home Depot takes Kids Workshops to the Metaverse on Roblox Rise of AI - Here’s how to use AI to maximise business growth 35 Pepsi Unveils Its New Logo 36 Liquid Death makes its way to the NBA 40 Denny's New AR Menu 29 41 Ushering the Age of Modular Laptops Cover Story - The fall of social media marketing 46 The Job Marketing and Generative AI 51 Data is Still The King 54 How to Achieve Actionable Insights? 56 Brand Quiz 64 Answers to Brand Quiz

  4. Table of Contents 03 Editor's Note 36 07 The Trans-Atlantic Battery Race 13 Sudden Growth of Print Media Liquid Death makes its way to the NBA 15 Is the Metaverse Still Relevant? 18 Piotr Babieno 41 20 The Transparency Paradox Ushering the age of Modular Laptops 21 Rise of AI 28 A New Way to Shop 29 Cover Story - The Fall of Social Media Marketing 46 33 Home Depot takes Kids Workshops to the Metaverse on Roblox The Job Marketing and Generative AI 35 Pepsi Unveils Its New Logo 36 Liquid Death makes its way to the NBA 40 Denny's New AR Menu 51 41 Ushering the Age of Modular Laptops Data is Still the King 46 The Job Marketing and Generative AI 51 Data is Still The King 54 How to Achieve Actionable Insights? 56 Brand Quiz 64 Answers to Brand Quiz

  5. The Trans-Atlantic Battery Race as they account for nearly 10% of US greenhouse gas Neha Palmer is no ordinary technology entrepreneur - emissions. However, investing in charging infrastructure she's in the business of predicting the future. As the before many of these vehicles are even manufactured is founder of TeraWatt Infrastructure, a startup unicorn a daunting task. Despite the challenges, Palmer's vision based in San Francisco, she's making a bold bet on the and determination to create a sustainable future are idea that electric vehicles will become ubiquitous in the truly impactful. not-so-distant future and that companies across industries will need to charge them. Palmer's strategy is TeraWatt, the innovative San Francisco-based startup to identify where to build charging infrastructure today, unicorn, is leading the charge in predicting and even though it may take years to realize returns to meet meeting the future demand for electric vehicles (EVs). the future demand. Leveraging advanced technologies, the company is analyzing zoning maps, highway usage data, and The potential for growth in the electric vehicle market is government incentives for electrification, including staggering. The US government has set California's ambitious zero-emission goals for trucks ambitious targets to cut pollution from buses, trucks, and vans, which aim for total electrification by 2045. and vans by more than 50% by 2045, requiring a massive increase of zero-emission vehicles on the road. Electric TeraWatt's visionary approach involves working closely trucks, in particular, are an attractive target, 07

  6. station market for the anticipated future surge in with electricity providers to determine the most feasible commercial electric fleets of cars, vans, and trucks, and locations for building charging infrastructure. The TeraWatt is at the forefront of this land grab. With company recognizes that charging an EV requires private companies committing over $16 billion towards enormous power and is committed to identifying places building charging infrastructure for fleets and private where this can be done easily, potentially at a scale cars in North America within the next ten years, the equivalent to that of a small town. By proactively stakes are high, according to Atlas Public Policy. addressing the infrastructure challenge, TeraWatt is paving the way for a cleaner, more sustainable future. In addition to their charging station plans, TeraWatt is also pursuing the development of networks of fleet Sometimes the selection process is more organic. “You chargers along key freight routes on both the East and know in your bones when you’re standing on the corner, West Coasts of the United States. Other industry and you see the traffic coming through,” Palmer says. “You players, such as truck stop operator Pilot Company, know it’s a good location.” TeraWatt has built stations in have partnered with General Motors and Volvo to install 19 states and also acquired real estate for seven charging thousands of truck-charging stations across the US, sites along freight-heavy Interstate 10, connecting while TravelCenters of America has announced plans California’s busy Port of Long Beach, next to Los Angeles, to add 1,000 such stations by 2028. Meanwhile, a with El Paso, Texas, on the Mexico border. group of nine utilities spanning three western US states has outlined 27 charging station locations for medium The race is on to establish a foothold in the charging 08

  7. established automakers like Ford, Daimler, and Volvo and heavy-duty vehicles along Interstate 5, with a have also made headway in the electric commercial testing site in Portland having opened in 2021. vehicle market. As the competition heats up to secure a foothold in the charging infrastructure market, TeraWatt's ambitious However, despite the growing demand for electric plans and strategic vision position them as a key player vehicles, there are still concerns about their practicality to watch in the coming years. for long-haul travel, and it remains unclear how quickly commercial fleets will transition to electric vehicles. The Governments worldwide are ramping up their efforts to limited range of plug-in trucks means that they are incentivize the adoption of zero-emission fleets and currently only suitable for local deliveries, which could infrastructure, with last summer's Inflation Reduction hamper demand for extensive charging infrastructure Act leading the charge. The legislation offers substantial along highways. As such, building a nationwide funding and tax incentives to businesses investing in charging network could be a riskier proposition, and electric vehicles, further highlighting the global push businesses may need to consider alternative towards sustainability. Additionally, recent zero-emission technologies. reports suggest that California and other states may soon receive special permission from the Feds to While commercial electric vehicles are undoubtedly on establish stricter truck emissions standards. the rise, industry players must address the practical challenges surrounding range and charging Despite the growing demand for electric vehicles, infrastructure to promote further growth. A industry experts continue to grapple with the challenge comprehensive approach that takes into account of creating an adequate charging infrastructure. As technological advancements, government policies, and electric vehicle adoption rates continue to rise, many consumer demand will be crucial in shaping the future fear the issue of limited charging stations may hamper of the commercial electric vehicle market. further growth. Recently, a Daimler Truck North America executive cited concerns from customers who One challenge facing the widespread adoption of fully were once excited about purchasing large electrified long-haul trucks is the cost and weight of the battery-powered trucks but have since backed away large batteries required to move them. As a result, due to concerns about alternative technologies like hydrogen fuel cells and charging accessibility. liquified natural gas are still in the race to develop zero-emission freight options. Furthermore, building As the world turns towards cleaner and more the necessary infrastructure to support electric sustainable transportation options, the need for robust trucks, such as high-capacity charging stations, can charging infrastructure is more crucial than ever. take years and tens of millions of dollars in upgrades, as Government policies and industry advancements must well as require long-term capital planning by work in tandem to address these challenges and government agencies. promote the growth of electric vehicles worldwide. Despite these uncertainties, experts advise making Electric vehicles are making significant strides in the significant plans now for building charging commercial sector, with industry giants like Tesla, infrastructure. For example, in Oregon, Daimler and Amazon, and General Motors investing heavily in the Portland General Electric have built a truck-charging technology. Tesla's battery-powered Semi, with a station to test and study the best ways to charge large claimed 500 miles of range, finally hit the market after a vehicles. This type of experimentation and planning is four-year delay, and the company plans to build 50,000 crucial for solving the challenges of building by 2024. Meanwhile, Amazon is using Rivian trucks for truck-charging infrastructure. its deliveries, although it has only purchased a fraction of the vehicles it had initially promised. Other 07 09

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  9. The Sudden Growth of Print Media Don’t count Print Media out just yet. In today’s world, where screens seem to be occupying our lives, print media has been putting up a fight! A sizzling new report by TAM Media Research, aptly titled 'Rewinding 2022 for Advertising in Print', talks about the latest growth and trends in print media. As always, the service sector is the most significant contributing factor, snatching up the largest slice of the advertising pie with an overwhelmingly positive 16% share. Not too far behind, the education sector flaunted its prowess with a respectable 14% share of the ad volume. But wait, it gets juicier! In the battle of the heavyweights, the cars and properties/real estate categories emerged victorious, each claiming a tantalizing 5% share of the ad space. While most countries and brands compete in the digital space, spending millions upon millions, India still remains tethered to the old fashion ways. The sudden rise in print media and companies still focusing on advertising in print shows the actual impact of technology has. While the majority of the Indian youth prefer spending more time on their numerous device screens, there is still a large chunk of the population that prefers print media as their primary source of information. The top dogs of the Indian advertising arena are still choosing to pour a large part of their advertising budget into print media and for good reason too! The sultry allure of jacket-full page advertisements proved irresistible to advertisers, becoming the most preferred ad position. Sales promotion advertising cleverly covered a steamy 32% of the ad space in print, seducing readers with irresistible offers. Throughout the calendar year, an astounding 1.85 lakh brands tantalized and teased consumers with their captivating print campaigns. 13

  10. appreciation for the power and impact of print media in Companies like SBS Biotech, the mastermind behind delivering effective advertising messages to the masses. the beloved Dr. Ortho brand, cunningly secured the top spot among advertisers. Hot on their heels, Maruti The success story of India's advertising industry extends Suzuki India revved up the competition, claiming a beyond print media alone. In 2021, the overall well-deserved second place. Meanwhile, the advertising expenditure across various media channels unstoppable Fiitjee and the prestigious Maruti car witnessed a remarkable growth of 37%, soaring to a range dominated the print landscape as the top brands. staggering ₹74,231 crore. This surge can be attributed to the significant contributions made by fast-moving Even in the retail space, companies like Jewellers stole consumer goods (FMCG) companies, e-commerce the spotlight with an awe-inspiring surge in pure ad giants, and the emerging new-age firms. These industry volume growth. They shimmered and sparkled, sectors have recognised the importance of strategic captivating the hearts of consumers. Patanjali Wellness advertising campaigns to effectively engage and Ltd and the highly anticipated LIC-IPO took centre captivate their target audiences. stage as the crème de la crème of exclusive advertisers and brands, leaving us yearning for more. Looking ahead, the future appears incredibly promising Now, brace yourself for the pièce de resistance! for India's advertising landscape. The Pitch Madison Deepavali-themed ads set the stage ablaze, Advertising Outlook Report 2022 forecasts a remarkable commanding a jaw-dropping 45% share of the ad space growth of 20% in the total advertising expenditure for in print. 2022, with a projected value of ₹90,000 crore. This further emphasizes the enduring significance of As the year unfolded, the pulse of print advertising advertising across various media channels and reaffirms quickened with each passing quarter. The tantalizing the confidence of businesses in leveraging the power of fourth quarter took the crown, boasting a staggering 22% advertising to fuel their growth and success. ad volume growth compared to the timid first quarter. In October 2022, print media saw increase instead of growth As India continues to witness exponential growth and with a stark 14% share of ad volume, while November 2022 economic development, the advertising industry with the lowest share at only a meagre 6%. remains an essential pillar supporting businesses in their quest for brand recognition, customer Print media advertising in India experienced a engagement, and market dominance. The increasing remarkable surge in 2021, with ad spending soaring by ad spends in print media and overall advertising an impressive 39% to reach ₹16,595 crores compared to expenditure are clear indicators of the industry's vitality ₹11,925 crores the previous year, as highlighted in the and its ability to adapt and evolve in the face of a captivating Pitch Madison Advertising Outlook Report dynamic and ever-changing market. 2022. This tremendous growth shows no signs of slowing down, as the report predicts a further expansion of 13% in 2022, projecting the segment's value to reach ₹18,750 crores. Such a significant rise in ad spending demonstrates print media's enduring relevance and effectiveness in India's advertising landscape. What makes this achievement even more astonishing is that the share of print media in India's overall advertising expenditure (adex) last year stood at a remarkable 22%, surpassing all other countries across the globe. When compared to the global average of 5%, it becomes evident that India has a profound 14

  11. Notes from the Metaverse is SRI’s look at the companies, people and trends shaping a brand-new world. In this article, Jay Hussey, SRI's President, Global Executive Search considers the future of the Metaverse. Remember where you were in October 2021? That’s when Mark Zuckerberg announced a corporate name change and his bold plan to build the next digital frontier, the Metaverse. Just 3 months later, Microsoft announced its intention to acquire videogame maker Activision Blizzard for the jaw-dropping price of $68.7 billion. Central to Microsoft’s investment thesis: Acquiring a launchpad into the Metaverse. Fast forward to December 2022. Meta’s stock has dropped by more than 60%, and over 11,000 employees have been dropped from the company payroll. Meanwhile, the US Federal Trade Commission has filed an antitrust suit to block Microsoft’s takeover of Activision Blizzard, throwing a significant spanner into their Metaverse ambitions. While most new technology hype cycles move fast, this one has turned faster than a carton of milk in a hot car all day! In a year, the Metaverse has gone from “the next big thing” to a punchline on late-night TV chat shows. Still, to paraphrase Mark Twain, the news of the Metaverse’s demise may be somewhat exaggerated. Like so many disruptive technologies, this one will not be as quick to mature as the initial spinmeisters promised but look a little closer, and you’ll see plenty of signs of life. The Metaverse of Sports In the crucible of the pandemic, sports teams and Is the Metaverse still relevant? leagues around the globe ramped up their search for new ways to engage their fans and to move beyond the confines of stadium capacity and traditional media viewership. For these rights holders, the Metaverse offers enormous promise. A recent report published by London-based research and advisory firm Enders Analysis states that of all the industry sectors they’ve investigated, “sports organizations are the closest to solving the creative problem of what people will actually do in the Metaverse.” They point to sports simulation 15

  12. videogames like Electronic Arts’ Formula On2 ‘22, FIFA ‘23, and NBA 2K23 that are building deeper and broader immersive sports experiences. The Enders report sees a short leep from these products to ones that allow fans to engage in curated virtual spaces and interact with other fans, players, team management/coaches and the like. Of course, where there are new communities of dedicated fans, there will also be sponsors and merchandise vendors finding new monetization opportunities. game is really just beginning. The smart money is on the The Corner of Hollywood & Virtual companies and executives who are finding ways to Along with sports teams and leagues, the Enders report delight customers, even if in small ways, with products notes the progress that sports broadcasters and making and services that they are more than happy to pay for. in blazing a trail to the Metaverse. The Brooklyn Nets, for example, have created a “proof of concept” 3D video It must be underscored that the metaverse is still a set production system that will ultimately allow for the of possibilities, not a reality. There are many unknowns. layering of virtual and interactive elements into their live How exactly the metaverse will become manifest -- who broadcast feeds. will control it, what it will encompass and how much of an impact it will have on our lives -- is still up for debate. Meanwhile, Hollywood continues to invest in Metaverse At one end of the spectrum are those who believe the projects. Since rejoining Walt Disney as CEO in metaverse will enhance our lives, enabling November, Bob Iger has reiterated his argument that experiences we could not have in the physical world. virtual technologies are the “new frontier of Metaverse skeptics view it as merely an extension of the storytelling.” In fact, during his brief hiatus from the CEO digital experiences we have today but not role, Iger was a board director and investor in Genies, a transformative -- and potentially something worse: a Los Angeles based start-up developing an “avatar magnifier of the current social media ills, including ecosystem.” Look for Iger and other multi-platform disinformation campaigns, addictive behaviour and media companies to continue build, buy or partner their tendencies toward violence. way into the Metaverse. In a 2022 survey performed in conjunction with Elon University's Imagining the Internet Center, Pew The Metaverse Is Much More Than Meta Research Center asked 624 technology innovators, While tech giants like Meta and Microsoft attract more business leaders and activists about the impact of the than their fair share of headlines (and regulatory metaverse by 2040. The response was split. According to scrutiny), there is a raft of startups and scale-up the report, 54% of these experts said they expect the companies with their own ambitions to colonise virtual metaverse will be a fully immersive, well-functioning lands. These include hardware companies like Magic aspect of daily life for at least a half-billion people Leap which are focused on enterprise AR/VR devices globally, and 46% said it would not be. and software for applications in healthcare, product design, and employee training; and Decentraland, an Similarly, a recent survey of 4,600 business and early-stage tech company building a browser-based, 3D technology leaders conducted by Accenture found that platform for content producers and enterprises to 71% of executives believe the metaverse will have a experiment with new virtual products and experiences. positive impact on their organization, but only 42% believe it will be a breakthrough or transformational So even though the Metaverse may not be living up to development. the hype of all those breathless 2021 press releases, the 16

  13. Interview with Piotr Babieno Piotr Babieno, CEO of Bloober Team through the environment (environmental storytelling). In We have the privilege of presenting an exclusive interview retrospect, it was our best decision. Our first psychological with a visionary leader who has reshaped the landscape of horror was Layers of Fear and it was our great success with the gaming industry. I am Katie Noakes, the editor of more than 10 million players around the world. Global Brands Magazine, and I am thrilled to introduce you to Mr. Piotr Babieno, the esteemed CEO of Bloober Team. What inspired you to start an independent gaming studio? Get ready for an engaging conversation that promises to I’ve always been a fan of games, but at the beginning of my provide unique perspectives and a glimpse into the future career I was doing something completely different - e.g. of gaming. worked in marketing research or as a journalist. But in the back of my mind there was the dream of creating my own Can you tell us about the history and founding story of game. When I had a certain amount set aside, I decided that your studio? this is the time when you need to follow your heart - together Bloober Team was founded 15 years ago and since then we with great people, we decided to create a game called have come a long way. We started as a small studio that ‘’Sadness” for Nintendo Wii. Unfortunately, we recalculated didn’t have a specific path and idea for itself. We really our forces and production costs at that time, so the project were just learning how to make games. However, we was never released. However, a moment later, an investor always knew that we wanted to tell a story. I often say that appeared who wanted to start a new company with us. We the turning point back then was when our game were responsible for the people we had previously hired Basement Crawl was considered as the worst game on ourselves, so we decided to go along with the proposal. PS4. At times like this, you need to stop and think about Bloober Team was initially supposed to be just a working what to do next. Many game developers give up at such name, but it stayed with us for good. moments, others hope that maybe the next game will be better. But we thought carefully about what we can do, What are the biggest challenges you face as an what we like and what we want to create. We decided to independent studio? focus on psychological horrors, where we tell stories 18 18

  14. why we’ve now started a new stage Bloober 3.0 in our I would say two things. First, choose your path and stick history. We still focus on the important stories, but to it. Often, especially at the beginning of the road, there we add a lot of gameplay elements, action. We want to are many temptations to deviate from the path and expand our audience, so we need to go beyond the maybe do something else. And it’s no secret that niche. somebody who tries to do everything is good at nothing. Secondly - how to create a company, an environment Can you discuss your studio’s approach to creating where people would like to work. In gaming, as we know, unique and immersive game experiences? there is a lot of competition, so we wanted to create a Our games are a field for discussion. Bloober Team place that employees wouldn’t want to leave. Because I’ve always raises important, significant topics. The ones that always said that the Bloober Team consists of people who cause discussion, maybe controversy, but they force you create it. Over the last few years, we have significantly to think and analyze. The players make difficult choices increased our team, and only a few employees left us. This that ultimately tell them a lot about themselves. is unique on a global scale. We use horror to convey as much emotion as possible, because horror is a highly immersive genre. This leads to How do you differentiate your studio from others in the emotions that, due to their intensity, purify, eliminate industry? fear, expand the comfort zone. Especially in these Long-term strategy and people. Many companies don’t uncertain times, the Katharsis process, the theme of think about the distant future when planning their releasing, and thus transferring relief after strong and activities - we want to be a company for decades, not for repressed emotions, is an extremely important function. quarters. We stick to our horror DNA all the time, skillfully evolving. Right now our long-term strategy is based on How do you stay current and adapt to the ever-evolving three pillars: creating psychological horror with action gaming industry? elements, expansion through cooperation with As I mentioned earlier, we are constantly evolving with specialized partners and creative freedom of the team. the rapidly changing world. Gaming like no other industry is very fast and if you want to be on top, you How do you approach building a successful and can’t stay behind even for a moment, because later it’s dedicated team? hard to come back. We are constantly up to date with As I mentioned, people are the most important for us. We the changing trends and expectations of players. We want work to be a pleasure, not a chore, which is why we participate in most of the world’s fairs, we often talk to focus on freedom. We have employees all over the world other people in the industry to be up to date and know and we accept all possible forms of cooperation - both in what and why is changing. terms of the form of the contract and the form of work, from completely stationary to completely remote. Each of What exciting projects or plans does your studio have our employees, regardless of their position, can have an in the pipeline for the future? impact on the creative process. We listen to all voices and According to our new growth strategy (2023-2027), we together we think about the best solutions. Since our always want to have two large projects in production. employees are spread all over the world, once a year we try Currently in development is SILENT HILL 2 with Konami to organize an integration trip so that the whole team can and Project C - our own IP in partnership with Private meet each other. We believe that focusing on employees Division (Take-Two Interactive). In addition, we rely on and their needs is the key to the success of the entire establishing many industry partnerships to diversify our company. portfolio. We combine our knowledge and tools with other experts to create interesting things together - for How do you balance creativity and commercial success example with Platige Image we are working on a series in your games? based on The Medium, and with Anshar studios on the We are evolving all the time. We focus primarily on production of Layers of Fear. unique, creative stories, but being a large company, we cannot ignore commercial and financial aspects. That’s 19 19

  15. The Transparency Paradox violation of the law but also a leading cause of lost trust. A new report from India suggests that customers cannot build a relationship based on trust if the The Central Consumer Protection Authority now influencers aren't transparent. requires such disclosures, underscoring the importance of influencers being upfront about their relationships Consumers are not fooled by influencers who lack with brands. Consumers demand transparency and transparency, produce monotonous content, and accountability from influencers, and failure to comply excessively promote products. The Advertising will inevitably result in the loss of their Standards Council of India (ASCI) surveyed of 800 support. Therefore, it is imperative for influencers to individuals, revealing that meaningful partnerships prioritize honesty and transparency in their interactions between brands and influencers are mutually beneficial. with their followers and partners to build and maintain Astonishingly, 64% of respondents believed that a brand trust in the digital age. becomes more trustworthy when endorsed by an influencer, while 58% felt that the influencer became The report added that 6 out of 10 respondents claimed more credible when endorsing a brand. Trust is the they spent at least two hours on social media daily, while foundation of any relationship, and 90% of the respondents said they made at least one these findings emphasize the critical role of purchase based on influencer endorsement. But 61% transparency and authenticity in influencer marketing. claimed to have made three or more purchases. “This behaviour was particularly prevalent among The council launched its influencer guidelines consumers ranging from 25 to 44 years of age," added in May 2021 and has processed 2,767 cases against Kapoor. Besides established brands, newer brands brands and influencers for not declaring material benefited considerably with their products being connections. A majority of the violations occurred, discovered through content advertised by influencers. included Instagram at 58%, YouTube at 33%, Twitter at 7%, and Facebook at 2%. The council surveyed those between the ages of 18 and 45 or above. Between April 2021 and March 2022, the council said, it found a total of 1,592 violations which were reported in the virtual digital assets space, followed closely by personal care and then fashion and lifestyle. But between April 2022 and December this year, personal care became the biggest violator followed by food and beverage, and then fashion and lifestyle. In today's digital age, transparency and authenticity are crucial for building trust with consumers. Manisha Kapoor, CEO and Secretary General of the Council, emphasises that non-disclosure of material connections between brands and influencers are not only a potential 20

  16. Rise of AI With the recent developments in AI, ML and RPA, it is impossible not to notice their impact on modern society. Whether you're a large organisation or a startup, reliance on AI for the success of your company is imperative. The rise of AI is set to continue its rapid ascent, transforming industries and reshaping the world as we know it. The past few years have seen tremendous advancements in AI technology, from natural language processing and image recognition to machine learning and autonomous systems. In the years ahead, AI is poised to revolutionize sectors ranging from healthcare to finance, manufacturing to transportation, and beyond. The technology will be leveraged to enhance the accuracy and efficiency of decision-making processes, automate mundane tasks, and improve overall productivity. Moreover, AI will enable us to tackle some of the world's most significant challenges, including climate change, disease control, and poverty alleviation. As the demand for AI applications grows, we can expect to see an increasing number of startups, tech giants, and governments investing in research and development. However, as AI continues to gain prominence, it will also bring new challenges and ethical considerations, such as data privacy, bias, and job displacement. Therefore, it is essential to ensure that AI is developed and deployed in a responsible and ethical manner that benefits humanity. The rise of AI in 2022 and 2023 is set to bring about significant changes in the world, ushering in a new era of innovation, productivity, and progress. Some Popular AI software to help push your business to new heights » » 21 21

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  19. In addition to its vast knowledge base, ChatGPT is also incredibly user-friendly. The model's interface is intuitive and straightforward, allowing users to quickly and easily input their queries and receive accurate and relevant answers. This ease of use makes ChatGPT an excellent tool for busy professionals who need to quickly find information on the go. Furthermore, ChatGPT's ability to understand natural language and provide conversational responses makes it a more engaging and accessible tool for individuals who may not have a technical background or be familiar with industry jargon. ChatGPT is a powerful and versatile tool that aids in productivity by providing fast, accurate, and comprehensive answers to a wide range of questions. Its vast knowledge base, user-friendly interface, and conversational capabilities make it an invaluable resource for anyone looking to quickly and efficiently find information on a particular topic. Beatoven.AI Copy.Ai is an AI-powered copywriting tool that enables users Beatoven.ai is a cutting-edge AI music production tool to generate high quality content quickly and effortlessly. The that allows anyone to create professional-grade music platform leverages the latest advancements in machine tracks without prior experience or technical skills. With learning to create compelling and engaging content that its intuitive interface and powerful algorithms, resonates with readers. Copy.Ai's user-friendly interface and Beatoven.ai can analyze audio files and automatically intuitive design make it an excellent choice for businesses, generate custom beats, melodies, and harmonies in marketers, and content creators who want to streamline seconds. their content creation process. Developed by a team of music producers, engineers, and With Copy.Ai, users can generate a wide range of content AI experts, Beatoven.ai is designed to democratize music types, including ad copy, product descriptions, social media production by making it more accessible and affordable posts, and more. The platform's AI technology analyzes the for everyone. With its advanced features, such as key input data, learns from it, and generates multiple iterations of detection, chord progression, and tempo matching, copy that users can then refine and edit to fit their specific Beatoven.ai can assist musicians of all levels in creating needs. This feature makes creating content that aligns with high-quality, original music. the brand voice and messaging easy. Beatoven.ai is revolutionizing the music industry by Finally, Copy.Ai is a cost-effective solution for businesses and bridging the gap between human creativity and artificial individuals who want to save time and resources on content intelligence. The tool's ability to generate unique creation. Rather than hiring a team of copywriters, compositions based on user preferences and musical marketers, and content creators, users can leverage the inputs has opened up new possibilities for music power of AI to generate high-quality content in minutes. production and composition. Whether you're a With Copy.Ai, businesses and individuals can focus on other seasoned producer or a beginner, Beatoven.ai can help essential tasks while producing top-quality content that you unlock your musical potential and bring your engages and converts their target audience. creative vision to life. 24 24

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  21. Synthesia.io is a revolutionary AI-powered platform that allows users to create and customize video content in minutes. With its cutting-edge technology, Synthesia.io makes it possible to generate realistic and professional-looking videos without the need for costly equipment or technical expertise. Using Synthesia.io is incredibly intuitive and straightforward. Users can choose from a wide range of templates and customize them with their own text, images, and branding elements. Once the video is complete, it can be downloaded in various formats and resolutions, making it easy to share on social media, websites, or other digital channels. One of the most exciting aspects of Synthesia.io is its potential to revolutionize how businesses and Looka is an AI-powered logo design platform allowing users individuals create and distribute video content. By to create professional-quality logos easily. With Looka, users eliminating the need for expensive equipment and can design their logos using its intuitive and user-friendly technical know-how, Synthesia.io enables anyone to interface in just a few minutes. produce high-quality videos quickly and efficiently. This democratization of video production is set to open up Looka's platform uses AI technology to generate unique and new opportunities for creativity and innovation across personalised logo designs based on user preferences and various industries. specifications. The platform also offers a variety of customisation options, allowing users to tailor their logos further to fit their brand's unique identity. In addition to its logo design services, Looka also provides “Is artificial intelligence less than our intelligence?” - Spike Jonze users with various branding tools, including business card templates, social media kits, and website design tools. With Looka's all-in-one branding solution, users can easily create a cohesive and professional brand identity that will help them stand out in their industry. 22 26

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  23. A New Way to Shop According to Yahoo, 80% of car shoppers are open to purchasing a vehicle online, meaning the category is ripe for an experience that caters to mobile shopping. The new AR experience sees Toyota adapting to the times with a detailed experience that consumers can take advantage of from the comfort of their garage or driveway. Using the AR lens, consumers can fully tour the car with perspectives, including walking around it, sitting in the driver’s seat, and even going on a virtual drive. Through the effort, Yahoo can provide Toyota with key consumer insights, including the popularity of specific colour choices and features, to help the carmaker plan and guide for the future, per the release. The Toyota partnership is the latest in a string of AR related promos for Yahoo. A 2021 holiday effort for Walmart included an AR version of an arcade claw An AR shop in full action game that encouraged consumers to collect virtual prizes. Yahoo also worked with Saks Fifth Avenue to develop an interactive AR selfie filter on Instagram that transports users to a Saks-inspired virtual world. Others have also capitalized on the hype surrounding augmented reality, namely Snapchat. The social media platform has partnered with a growing list of brands including Amazon, Disney and American Eagle, with the latter partnership resulting in AR American Eagle virtual storefronts that users can shop. Social media marketing has been a handy and productive tool for businesses. Over the last decade, the explosive growth of social media marketing helped businesses skyrocket. It gave birth to influencers and influencer marketing, thus, providing and creating jobs for several people while also contributing to the industry's growth overall. In recent times, however, AI has been able to automate and take care of several mundane tasks. 28

  24. C O V E R S T O R Y The Fall of Social Media Marketing job opportunities and contributing to the overall Ever since the inception of social media, companies across expansion of the industry. As companies increasingly the globe have been flocking to it to try and expand their prioritise collaborations with influencers, there has been a business. Not only businesses, but social media also gave notable shift in marketing trends, emphasising way to the rise of a new career path, influencers. The customer-centric approaches. Influencers have gained sudden boom in social media also helped innovators build significant trust from customers, who rely more on their new apps to target specific niches. This naturally meant recommendations and opinions. This trust dynamic has that marketing on social media was now suddenly a viable proven mutually beneficial for both companies and option. influencers. A key factor behind the success of influencer marketing lies in the transparency inherent in these Social media marketing over the last decade has evolved relationships. These relationships' authenticity and tremendously. From brands focusing on paying their way genuine nature have been valued and difficult to replicate to be on billboards to smaller screens and now or falsify, at least until now. understanding and decoding algorithms, the landscape of social media is ever-evolving. In recent times, however, AI has been able to automate and take care of several mundane tasks while also being Social media has emerged as an invaluable and efficient able to create realistic deep-fakes of people. With Aritifical tool for businesses, offering them convenience and Intelligence, the landscape for marketing changes again. productivity. The explosive growth of social media marketing over the past decade has propelled businesses AI has already started impacting certain aspects of social to unprecedented heights. This growth has not only given media marketing. For instance, it can automate some of rise to influencers but has also fostered the emergence of the more repetitive and mundane tasks, freeing up influencer marketing, creating numerous 29

  25. presents an enticing proposition for business owners marketers to focus on higher-level strategy and creativity. seeking to optimize their marketing strategies. Additionally, AI also helps reduce the amount of fake news and spam on social media platforms, improving the overall Furthermore, the advantages of leveraging AI extend user experience. beyond cost savings. These tools offer a diverse array of functionalities, such as automated scheduling, content For marketers, however, this changes things. The creation, performance analytics, and audience overreliance and dependence on social media in such a targeting. This comprehensive suite of capabilities short time mean that companies no longer need large allows businesses to streamline their social media teams to handle social media accounts. campaigns and ensure targeted messaging across different platforms. Consolidating these functionalities Although social media marketing has experienced significant within a single, affordable ecosystem of AI tools presents growth, the prevalence of dedicated social media teams a compelling alternative to traditional social media appears to have diminished compared to earlier times. This team structures. can be attributed to the pragmatic decision-making by business owners who prioritize cost reduction. Infact, opting While the reduction in social media teams may be for paid subscription models for approximately 10-15 distinct AI viewed as a consequence of cost-cutting measures, it is tools often proves to be a more economical choice than hiring a crucial to recognize the transformative potential of AI in single social media manager. revolutionizing marketing practices. By embracing AI tools, businesses can unlock opportunities for increased The rationale behind this shift in approach lies in the efficiency, scalability, and enhanced campaign cost-effectiveness and efficiency offered by AI tools. By performance. utilizing a range of specialized AI applications, businesses can automate various aspects of social In the US, an average social media manager earns media management without incurring the expenses between $50,000-$60,000 annually. Given that most of associated with maintaining a dedicated team. The these platforms have considerably cheap subscription affordability of paid subscriptions, coupled with the versatility and functionality provided by AI tools C O V E R S T O R Y 30 30

  26. C O V E R S T O R Y facilitates cost-cutting measures that may not be models, most starting at just a few dollars, the cost of universally favoured, it is premature to anticipate the having a social media manager can no longer be complete elimination of human jobs. Instead, it is justified. Moreover, given the fact that there are now imperative to remain proactive, analyzing the latest tools that can be cost-effective and run complete social trends and embracing continuous learning to stay media campaigns across different platforms, all with the ahead in an ever-evolving technological landscape. click of a button, it really becomes hard not to replace Even in more creative fields. AI cannot replace humans one for the other. because everyone wants a unique brand identity. AI can give you a brand identity, but will it be unique? Probably Moreover, the remarkable advancements in AI not. It is the job of humans to take what AI creates and technology have established automation as an essential make it better. While yes, AI can and will result in many requirement for companies across various sectors. cost-cutting measures that people may not like, it is still Whether you seek to develop a comprehensive social too early for us to lose our jobs completely. The most media plan or implement a robust SEO strategy, readily important thing we can and should do is analyse the available applications are tailored to meet these specific latest trends and try to upskill ourselves in whatever way needs. Furthermore, AI has achieved extraordinary feats we can. With technology rapidly advancing, we need to in generating remarkably high-quality images, making make sure that we advance to, or get left behind. it an invaluable resource for creating custom logos. These technological innovations have undeniably transformed business operations, with AI offering unprecedented efficiency and convenience. Amidst the pervasiveness of AI-driven systems, one might question the prospects for human involvement. One may wonder about our role in a world seemingly dominated by automation, where humans struggle to compete with technology. However, it is essential to note that, for now, the role of managers remains irreplaceable. While AI undoubtedly streamlines tasks and enhances productivity, it falls short when handling and managing the complexities of people and processes. Even if ChatGPT can generate code for an entire website, human expertise is indispensable for fine-tuning and optimizing that code, as achieving perfection solely through AI is often unlikely. The presence of individuals who can navigate and improve upon AI-generated solutions is paramount. By recognizing the limitations of AI and leveraging its capabilities alongside human insights and skills, businesses can maximize their potential for success in an increasingly automated world. Rather than fearing job displacement, it is crucial for individuals to adapt and upskill themselves in response to these technological advancements. While AI undoubtedly 31

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  28. Home Depot takes Kids Workshops to the Metaverse on Roblox reach young consumers. Marketers like the NFL, Forever 21, and even Gucci have set up shop on the platform to get its users. These developments arrive as forecasts suggest that Gen Alpha and Gen Z members, known as “Zalphas,” will see their spending power grow three times faster than previous generations by 2030. The move onto Roblox shows the retailer expanding its digital presence. In 2022, the home improvement chain tested product drop alerts on Twitter. Home Depot also launched a media network in effort to make it easier for other brands to reach its customers through ads. Competitor Lowe’s has already made progress in the virtual space, such as by releasing a limitededition NFT collection in June. Home Depot’s in-store Kids Workshops have been Home Depot recently reported lackluster quarterly around for years to engage families and drive children's revenue and sales and expects consumer spending to excitement about do-it-yourself home projects. be flat this year as discretionary spending moves away Replicating the store experience in the metaverse from goods and into experiences like travel. allows Home Depot an opportunity to introduce the brand to the young gamers active on Roblox. The largest age group on the platform as of 2022 was 9 to 12 year-olds making up 26% of the user base. Putting a child-centric experience on the platform may help to raise awareness of the in-store program, helping to drive traffic to physical locations. Players who visit Home Depot’s virtual storefront will be greeted by a salesperson wearing the chain’s recognizable orange apron and presented with three project options: a birdhouse, a mini flower garden and a small car. After choosing, players scavenger hunt through the store’s aisles to collect the materials needed to assemble their items in the Kids Workshop space. After completion, the projects can leave the store and be used in Redcliff City, one of the virtual environments on Roblox. Roblox has become a go-to for many brands looking to 33

  29. WORTH FLYING FOR Over 40,000 sq. metres of spectacular shopping. Thousands of limited editions and travel exclusives. Hundreds of the world’s most desirable brands. But only one glorious destination: Dubai Duty Free.

  30. Pepsi Unveils its New Logo After 15 long years, Pepsi has finally designed to change its logo and its brand identity. This is the company's first rebranding effort since 2008, and the new Pepsi logo will be rolled to their entire product line in North American markets later this year, and a global rollout is planned for the start of 2024. The updated design reflects the evolving identity of the brand and will be implemented across various digital and Moreover, the revamped logo aligns with the company's physical platforms, including packaging, fountain and focus on its zero sugar proposition, with CEO Ramon cooling equipment, fleet, fashion, and dining. Although Laguarta stating that "Zero is going to be the centre of the the new emblem resembles the brand's 1987-1997 logo, it strategy for the Pepsi brand" during an analyst call. features a different font, colour, and border to differentiate it from its 90s version. Overall, Pepsi's new logo demonstrates the brand's commitment to remaining relevant and evolving with the The new design also deviates from the 2008 version by times while maintaining its iconic identity that has utilizing upper case fonts, bolder and brighter colours, and resonated with consumers for decades. a black font and border that alludes to Pepsi Zero's black can. They can also feature a unique silhouette, adding a touch of innovation to the brand's new look. The evolution of the Pepsi logo 35

  31. Liquid Death makes its way to the NBA to have fun with traditional marketing made him the Jalen Green, the talented shooting guard of the perfect choice to reach the next generation of Houston Rockets, has teamed up with Liquid Death for basketball fans who share their disdain for traditional their latest horror-comedy campaign. This partnership marketing. is based on his exceptional skills on the court and his twisted sense of humour that complements the brand's The 60-second video, Severed Head Basketball, takes identity. inspiration from vintage Saturday morning commercials and introduces a merchandise item that In the brand's latest campaign, Green stars alongside a transforms the brand's "murder your thirst" slogan into a screaming, disembodied head created with special bloody-fun collectable. effects, showcasing its love for horror-comedy in marketing and expanding its reach in the professional The campaign also reveals that Green is now an investor sports world. in the company and the first NBA brand ambassador. He joins a list of celebrities such as Tony Hawk, Steve-O, Andy Pearson, the Vice President of Creative at Liquid Bert Kreischer, and Dorothea Death, explained that Green's humour and willingness 36

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  33. "The Godmother of Drumming" Taylor is also known as a heavy metal granny. To introduce Green as a new collaborator, the brand's in-house creatives came up with a collectable basketball that looks like a human head with cartoonishly gruesome accents. The limited-edition swag was designed by Will Carsola, the creator of Adult Swim's Mr Pickles and a frequent Liquid Death collaborator. The team looked at toy commercials from the 90s and Michael Jordan's ads for Wheaties and Gatorade to Design for the limited-edition ‘Hoop Head’ swag comes from frequent Liquid Death collaborator Will Carsola. develop the video, creating a unique and entertaining marketing campaign that is sure to resonate with the brand's target audience. 38

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  35. Denny's New AR Menu And how it could impact customer experiences The AR menu is a web-based platform, accessible via Denny's, the renowned diner chain, boasts a remarkable the customer's mobile browser, making it a convenient history of serving patrons around the clock, and hassle-free way to preview menu items before leading to numerous locations without locks for years. ordering. This unwavering dedication to offering comfort food is what sets Denny's apart. On its 70th anniversary, the Although there are no current promotions exclusive to chain cleverly combined the midcentury diner the AR menu, Denny's has confirmed that the company ambience with contemporary flavours and technology will continue to update the AR experience to keep by launching an innovative menu featuring an things fresh and exciting for customers. augmented reality component. Moreover, if the AR menu proves popular, it may become a permanent feature of Denny's dining Denny's recently launched a delectable menu featuring experience. an array of mouth-watering items such as spicy chorizo Moons Over My Hammy, a scrumptious skillet of mac and cheese and brisket, and a strawberry cheesecake milkshake, among other delicious offerings. In line with modern trends, Denny's has also incorporated high-tech innovation into its ordering process. Last year, a video showcasing the use of augmented reality in dining went viral, and Denny's has now harnessed this technology to enhance the customer experience. Unlike previous methods, Denny's AR menu is entirely mobile-based, displaying images of the food on the customer's phone screen to provide an accurate representation of how the dishes will look when served. The beauty of this technology is that it doesn't require customers to download an app or create an account, nor does it necessitate the submission of biometric data through face or fingerprint scans. 40

  36. Ushering in the age of Modular Laptops Framework is a company set to change the modern laptop industry by introducing modular laptops The Big Problem compromise on more than one aspect, such as battery To understand why modular laptops are so exciting and or storage. Furthermore, in comparison, being priced how they might completely alter how you buy them, it is almost as much as regular gaming PCs and essential to understand the main issue. For many considerably heavier than entry-level laptops, the customers, a new laptop and a few paraphernalia would advantages of a modern gaming laptop simply end the purchase decision and, thus, the consumer diminish. purchase cycle. This is where the American manufacturer Framework However, a small percentage of customers do not appeal comes in. Framework recently announced a new to this, and the main reason is the upgradability factor. For addition to its product line- the Framework Laptop 16, PC fanatics, the ability to simply swap parts out for better which is a fully modular laptop. Basically, you can build ones every few years is a blessing. Not only does this the laptop you want! considerably cut costs, but this means that consumers can now focus their purchases on more important In the presentation video, the model manages to components such as storage, RAM or everyone's favourite, change the entire aspect of the laptop, from replacing a new graphics card, and thus, buy more premium speakers, to the keyboard to a whole new GPU! products in that segment. Previously companies like Alienware also ventured into Laptop consumers have always won in the mobility the field of modular laptops with their flagship model factor, but when it comes to upgradability, they have Alienware Area 51 M; however, this failed to deliver on often been locked in what comes in the box. No matter the fronts it promised. how many external pieces you manage to buy for the laptop, it will never really improve the performance. This In addition to their newer, more powerful Framework 16, means that you are essentially locked in for the next few Framework also designed and launched the Framework years and cannot improve the performance of your laptop 13 last year, which offers the same customizability as unless you buy a new laptop altogether. their newer laptops, although the 16 is far more refined in its ways. This especially starts to become more annoying when you the options available in the market often 41

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  38. have also decided to opt out of using an internal fan on Framework can make such unique and intricate designs their newer Macbook Air. This reduces the laptop's because of its novel approach to building things. Their overall weight and gives customers the option to cool modular components use PCI-E slots with screws to the laptop according to their specific needs. securely mount and hold the pieces in place. "Basically, anything that uses PCI can be connected to this laptop," For example, a customer who is into gaming can says Dave, a tech enthusiast and product reviewer. opt-in to try a build with 1 custom GPU and 2 attachable fans, or someone can only install external Another interesting design choice the Framework adopts headphone jacks if that suits their boat. is its exclusion of inbuilt fans. While this may seem like an odd choice making a laptop without cooling fans, it is also As seen in the picture on the right, Framework offers to be noted that many popular brands like Apple two different cooling solutions, one with an integrated GPU (top) and one without (below). Attaching the modular cooling option with only the two fans makes the laptop into a regular functioning laptop, whereas the one integrated with the GPU extends out the back, making it look like an odd design choice, but Framework uses that to its advantage too. Having the cooling system with the inbuilt GPU also gives a little room at the back which acts as its heat-sync and, thus, reduces thermal throttling quite a bit. The Big Problem To understand the implications that Frameworks modular laptops will have on the future, it is important to understand the current state of the laptop market. While the global pandemic has definitely slowed down, its impact on global supply chains still remains an issue, even for larger companies. Up until last year, there was a huge impact on the global GPU market, with not only gamers, but also crypto-enthusiasts and price gougers all rushing to secure new GPUs. This, coupled with the fact that Covid-19 severely damaged production timelines and supply chains, meant that not everyone could afford a new GPU. Furthermore, as already discussed, the laptop market has not managed its address its biggest challenge since the inception of laptops, upgradability. The average customer's laptop's life cycle tends to last between 3-5 years, with experts claiming that a laptop should be replaced within 5 years. Adding to this fact, a trend has also been noticed where companies now aim to build products that tend to break down within a few years. The aim has shifted from making products that last to products with a 41 43 43

  39. or graphic cards, and they need a laptop that can smaller life cycle but offering unique customer perform basic tasks. At the end of the day, not every experiences. This means that while new laptops can consumer is a tech enthusiast, a gamer or a coder or a perform exceptionally well, they often tend to break designer. Having a laptop to perform basic, everyday down within the first 2 years, with constant repairs tasks is something that most people need a laptop for, being needed just to be able to keep up. and everything else becomes secondary. We must also not forget the most important aspect of all, And coming to upgradability, most consumers opt for a the rapid advancements in technology. With AI, ML and newer laptop within 5 years, so how much sense RPA on the rise, companies are now able to tap into newer does a modular laptop make in their lives? It definitely is technologies as well as come up with new forms of not feasible for everyone and this completely technology. In comparison to previous or even last year's excludes other additional issues such as the price of devices, companies have taken huge strides in delivering add-ons or how safely can they be stored or installed? the absolute best when it comes to laptops. From minor screen adjustments to making memory more affordable to adjusting trackpads and keypad layouts for improved ergonomics, major manufacturers take painstaking measures to make sure their products can compete at all price points, and offer a little something to every customer. With such a cut-throat market, it is hard for any company to compete, regardless if they offer a fully modular laptop or not. Framework has been able to make some cool products, all for the sake of modular building, however, unless the average consumer has a shift in their mindset, it can become hard to completely reform the market. The unfortunate reality of modular laptops is that they simply cater to a nice that is not significant enough to Modular building has been explored in the past, and while drive a revolution. The changes and steps taken by companies like Alienware weren't quite able to Framework are definitely unique and solve some issues, achieve it, understanding Framework's unique design but to what extent are they actually feasible in the long choices might lead other companies to explore. With run? a few tweaks, even companies like Nvidia and AMD just might be able to enter into the modular laptop GPU Maybe modular laptops aren't for everyone but their segment as well, and after all, why shouldn't they? This impact on the future is definitely going to pave the path way, the companies can compete in a new niche for a new line of innovation. altogether. Previously, these companies have had to hope that laptop manufacturers could incorporate a desktop-sized GPU in their laptops, but this opens up a new realm of possibilities. Regardless of what route laptop or GPU manufacturers take, one thing is for certain, changing consumer perception about modular laptops is a difficult task. For the average consumer, just having a regular laptop is the be-all and end-all of their laptop purchases. They don't care about high-refresh rates, SSD boot times, 44

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  41. The job market and Generative AI Several agencies have integrated ChatGPT and image generators into their workflows future, is a challenging task, and the only accurate The surge in interest surrounding generative AI has aspect of this "clear" forecast is that it's difficult to reignited a common concern that existed before the predict with certainty. Evaluating predictions regarding pandemic: how many jobs will be lost to AI? A decade ago, the future of work is undoubtedly feasible. To experts predicted that up to 50% of jobs in the US could be accomplish this, one would require a historical replaced by AI, predominantly affecting low-skill jobs such understanding and an examination of previous as truck driving. erroneous forecasts. However, some argued that we are entering a new era How generative AI is already bringing changes to the where highly-skilled knowledge workers will be most workforce impacted, unlike previous waves of automation. Despite recent tight labor markets tempering these predictions, The interest in artificial intelligence (AI) and its the rise of generative AI has led to renewed worries transformative potential has grown exponentially in about job security, particularly for creative roles. recent years. One field where AI is making a significant impact is creative work. As per Harris Poll, the majority of employees are cautious about the use of generative AI, with half of them lacking Traditional methods of creative work involve developing trust in this technology. The Atlantic asserts that in recent concepts and manually executing them, which can be a times, no technological advancement has led to tedious and frustrating process if the outcomes do not significant job losses among highly educated workers. meet our expectations. The question remains, however-will generative AI be an However, generative AI provides a novel approach that can exception to this trend? address these difficulties. Instead of starting from scratch, generative AI enables us to generate ideas based on While it's hard to predict the precise magnitude of this existing data and content, thereby saving time and effort impact, it's evident that AI will have a substantial effect on while also enabling us to explore new possibilities that we the job market, particularly for those with a college may not have previously considered. education. Making predictions, particularly about the 46 46

  42. In addition to idea generation, generative AI can also produce finished products such as music, art, and video, allowing creative professionals to create content that is truly one-of-a-kind and tailored to their target audience. Thus far, generative AI has been used to create a wide range of works, from realistic 3D images to entire websites. The potential applications of generative AI are endless, and its impact on the creative industry is profound and irreversible. The uncertain future with generative AI Generative AI is rapidly advancing and has a promising future ahead. Its potential to revolutionize content creation is already evident with recent developments. Generative AI is gaining popularity due to its ability to provide unparalleled creativity. Unlike traditional methods, which have limitations in combining elements, generative AI offers endless possibilities, allowing creators to come up with novel ideas that were once impossible. Moreover, generative AI can significantly save time, a major advantage over traditional methods, which require numerous iterations before arriving at a final product. By generating multiple options quickly and efficiently, the AI can narrow them down based on specific criteria, thereby streamlining the creative process. In addition, generative AI is not restricted to creating new content. It can also enhance existing content by generating various versions of it, like websites with diverse text versions, thereby facilitating A/B testing without requiring manual changes. 22 47

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