Having simply returned from the annual CES conference in Las Vegas, Benjamin Braun, Samsung’s European chief advertising and marketing officer, is worked up in regards to the know-how he noticed on show. But he’s additionally not fully satisfied by the curiosity round artificial intelligence tool ChatGPT that has captured the enterprise world’s consideration.
Describing it as “enjoyable,” Braun does consider within the energy of AI and its potential for serving to entrepreneurs. In actual fact, he stated Samsung “saves some huge cash” in Europe utilizing AI to construct its varied digital banner advertisements that run throughout platforms together with TikTok, Instagram and Spotify.
“We had been paying companies a lot cash to do all of that. We constructed a system that automates all of it,” Braun informed Adweek. “It figures out what works for what social platform and it creates all of those completely different variations, and robotically publishes them for us as effectively.”
Regardless of the buyer wants, as a model, we have to construct that.
Benjamin Braun, Europe CMO, Samsung
Braun stated automating that work has allowed the corporate to maneuver workers to new initiatives “reasonably than sitting doing mundane, repetitive duties.”
Of the devices on show this 12 months, he was impressed by the sensible rest room system from Withins known as U-Scan that does a well being examine primarily based on urine samples.
On the return of bodily occasions because the pandemic wanes, Braun believes “the candy spot” is to have each digital and in-person parts to assist have interaction individuals who have an curiosity however can’t be there.
“There’s a great thing about doing it nearly as a result of then you’ll be able to choose what you need to do once you need to do it,” he stated. “Previously, CES could be an unique discussion board the place individuals who acquired a ticket may go. Now it’s open to all. That hybrid answer appeals to me.”
Serenity in an always-on world
Alongside delivering a message about sustainable dwelling, Jong-Hee Han, vice chairman, CEO and head of system expertise at Samsung Electronics, shared his imaginative and prescient for the corporate at CES: to ship on the promise of the related expertise throughout the important thing contact factors in customers’ lives—in properties, automobiles and at work.
The technique was summarized by the corporate as “bringing calm to our related world.”
That dedication was on view on the SmartThings Station inside CES. There, Samsung demonstrated how its merchandise can automate completely different features of the house surroundings to save lots of time, vitality and cash, all features which are more likely to characteristic in its advertising and marketing communications throughout a turbulent financial interval.
Braun highlighted a few examples of sustainable progress, reminiscent of photo voltaic TV remotes that may “stop tens of millions of batteries ending up in landfills” and its AI washing machines, which examine the load weight and have dust detectors. It then washes for an applicable size of time reasonably than sticking to 1 commonplace setting.
Advertising departments do want to begin taking a extra scientific method reasonably than counting on intestine feeling.
Benjamin Braun, Europe CMO, Samsung
He claimed that working a Samsung washer for 220 washes all through an entire 12 months would price a family simply €12.
As a part of its sustainability dedication, Samsung has eliminated all coloration printing on the corporate’s TV packaging, launched paper tape and is utilizing recycled aluminum in product elements.
A constructive stance regardless of difficulties
Samsung shouldn’t be proof against difficult financial instances. The world’s largest vendor of TVs revealed a 69% decline in working revenue throughout the last quarter of final 12 months. Braun believes customers will nonetheless purchase themselves “a small luxurious” to offset the large issues they can’t purchase, the so-called lipstick impact.
One lesson Braun has realized from the pandemic is that “clients nonetheless have to be served.”
“Individuals nonetheless need their TVs and fridges and ovens and tablets. With three youngsters to homeschool, we needed to get three tablets shortly and you may’t inform individuals, ‘Oh, it’s going to take eight weeks to get it.’ Individuals want it tomorrow,” he stated. “Regardless of the buyer wants, as a model, we have to construct that.”
Creating an econometric focus
As entrepreneurs are more likely to see extra scrutiny of their roles and advertising and marketing spend within the coming months, Braun provided a bit of recommendation that has served him effectively at each Audi and now Samsung: take the econometrics route.
“Advertising departments do want to begin taking a extra scientific method reasonably than counting on intestine feeling,” he stated. “Nevertheless, this isn’t to say there’s no room for intuition. Fairly the alternative. Generally your intestine is crammed with sufficient knowledge and insights, and you may take that leap. That is what I consult with as ‘intestine data.’
“We have to elevate ourselves as entrepreneurs by proving our campaigns are impacting gross sales. And we want to consider ourselves as not only a inventive crew, however as one which generates three issues: pleasure for a model; consideration for the product; and at last, the conversion of that model love into gross sales. Solely then will we achieve credibility within the boardroom.”
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