#SMLive: Daksh Sharma on AI marketing beyond ChatGPT

Daksh Sharma of Iffort walks us through the four key layers of the AI marketing landscape, sharing his insights on emerging AI models and tools that are reshaping the A&M industry.

Artificial Intelligence (AI) has had a noticeable impact across various industries, and marketing is no exception. Daksh Sharma, Co Founder, Iffort, believes that by leveraging AI in marketing, brands and agencies can analyse huge amounts of data, gain valuable insights, automate processes, and deliver personalised experiences to consumers. As per Sharma, AI marketing can transform how marketers interact with their audience.

AI beyond ChatGPT

Sharma mentioned that Iffort has been actively embracing the potential of AI in their marketing endeavours.

Shifting gears, he introduced the AI technology stack, explaining the wide spectrum of AI - challenging the common perception that AI is confined to ChatGPT and Midjourney.

Citing Jeremiah Owyang, Entrepreneur and Investor, Sharma explained the key layers of the AI infrastructure.

• Data Layer

Sharma emphasized that data forms the foundation of all AI models, comprising public data, proprietary data, and synthetic data. He explained that public data accounted for 20% of the stack, surrounding the content consumed by Large Language models ( LLMs), proprietary data resided behind organizational firewalls, while synthetic data was generated during the interactions with LLMs.

According to Sharma, future data validation, known as ‘Proof of Fact’, will add an additional layer of credibility to synthetic data.

• AI Infrastructure

The AI infrastructure layer consists of hardware and data centers and plays a vital role in supporting AI operations. He mentioned that 90% of global AI production originated from Taiwan, with a significant demand for hardware resources.

• AI Models

The AI models layer includes proprietary and open-source models, offering marketers and developers a range of options. Sharma recommended combining both types of models for best results.

• AI Apps and Autonomous Agents

AI Apps are gaining significant popularity in various domains. Sharma said that there are many apps that are emerging in the AI category. He mentioned a website called "There's an AI for that" which offers over 6500 projects. These apps cater to both B2C and B2B markets, providing a wide range of solutions.

In addition to AI apps, autonomous agents, previously known as bots, play an important role, too. He explained that these agents can be configured and optimised to perform specific tasks or solve problems.

Sharma said, "The beauty of AI is that it’s constantly evolving so if you’re facing some challenges today, it will be resolved soon."

AI Marketing Stack

Sharma talked about a wide range of AI-powered applications and tools available for marketers. The AI marketing stack featured various layers, each addressing specific marketing requirements. These included tools for research, long-form content creation, video editing, and more.

For marketers, AI will help in thinking from a creative lens and will help us to push the boundaries even more.

What AI Means For Marketers?

Sharma discussed a few ways in which AI can optimise marketing and few challenges that need to be addressed.

• Timelines of producing content are going to be way faster.
• The cost is going to be lower.
• A lot of AI-led agencies will be using these trends to build their business models.
• Marketers will need to look at how users are consuming the content.
• For marketers and brands lot of automation will be brought in.
• A lot of AI tools are still developing, so security is a challenge.
• Building the brand voice and trusting the LLM when LLM recommends something are going to be prevalent issues.
• Copyright can be another issue.

Sharma explained that AI in marketing is not confined to a few specific applications. Embracing AI in marketing will allow marketers to gain deeper insights, enhance efficiency, and create impactful campaigns that resonate with their target audience.

He concluded, "For marketers, AI will help in thinking from a creative lens and will help them to push the boundaries even more."

Daksh Sharma shared his thoughts at the 7th edition of #SMLive, Social Samosa’s marquee virtual conference, organised on World Social Media Day.