Prologue. The Job of a Marketer in the AI ​​Era

Part 1. Can AI really move the human heart?
AI as a storyteller
NEXT: Is Director Bong Joon-ho's Competitor AI? / AI's 'Calculated Creativity' / Rule-Based Approaches and Probabilistic Models / How to Make 'What If' a Reality / The Core Element of Storytelling: The Likely Story / AI as the Emotion Designer / 'Interactive Storytelling' Based on Interactivity / Co-creation Between Businesses and Consumers / 'This is Ketchup' / The Light and Dark Side of AI Storytelling

Part 2.
The era has arrived where anyone can become a designer.
AI as a designer
Two axes: novelty, usability, and creativity / The birth of the 'next-generation Air Jordan' through AI / Hublot, the troublemaker of the Swiss watch industry / Teaching design archives / Democratization of AI and design / No special skills or time-consuming experience are needed anymore / A new wind blowing in the content consumption landscape / The message that 'the brand is listening to my voice' / The scalability of AI design / Dove, exploiting AI's weaknesses / Why did Indiana Jones fail? / The key is not 'means' but 'emotions' / AI, a designer who uniquely expresses brands

Part 3.
We have now entered the era of 'interactive discovery'.
AI as a search partner
Will Google's empire collapse? / The answer lies in the 3Cs. / AI chatbots, knowledge navigators and smart captains. / Captivating digital natives seeking two-way communication. / The key to search is 'hyper-personalization.' / The 'relationship' between people and technology is changing.

Part 4.
Marketing is a mind-reading game.
AI as a Customer and Market Analyst
“People don’t know what they want” / Relieving psychological discomfort / Who is your customer’s persona? / A simple way to turn a ‘crisis’ into an ‘opportunity’ / Advancement of customer profiling, Airbnb / ‘Customer digital twin’ and ‘habit prediction’ / Capturing the truth that has not been told to anyone / Virtual consumers vs. real consumers / Meta-persona, tabular persona, descriptive persona / Advantages of AI persona / The problem is ‘reliability’ / The emergence of AI researchers who extract hidden needs

Part 5.
The 'right message' at the 'optimal time'!
AI as an SNS advertising executive
What's Meta's Next Growth Engine? / Instagram, Empowered by AI / Strengthening its Identity as "Sharing Emotional Daily Life" / TikTok's "User-Initiative" Strategy / The Right to "Choose" What I Want to See / A World Where Content Becomes Both Advertisement and Store / Success Stories of AI Ads in Instagram - TikTok Manages "Ad Fatigue" / YouTube's AI Combination Experiment / "Algorithms Know When We Want It"

Part 6.
Provide an immersive experience for your customers' five senses.
AI as a creator of the five senses
Nike's 'House of Innovation' / AI Innovation in Vision and Hearing / AI Innovation in Olfactory / AI Innovation in Taste / AI Innovation in Touch / AI Learning and Growing Through the Five Senses / Multimodality and 'Intelligence with Senses'

Part 7.
The birth of a smart space that knows me better than I know myself.
AI as a Retail Salesperson
Insight Labs and Golden Time / The emergence of offline spaces to secure customer data / To whom will consumers reveal their personal information more? / IKEA is becoming an AI curator / Realizing imagination through technology / The emergence of AI stylists / Solving the shortcoming of offline stores, ‘waiting’ / The light and shade of various robot stores equipped with AI / Innovation in customer experience through robots based on hyper-personalization and accuracy / The emergence of AI-based smart manufacturing technology innovation / Another innovation in smart factories / The emergence of AI that embodies human emotions / The introduction of human-like AI brings about negative treatment of employees / Can technology create a more humane space? / Automation tools vs. human friends / The birth of the world’s most unique art space

Epilogue: The Key Is the Customer's Innovative Experience

To gain creative and human insights that will lead the AI ​​era
A management strategy book and future forecast for people

What kind of talent will survive in the AI ​​era? Many experts emphasize that only those who view AI not as a potential "destroyer" that will eliminate their jobs, but as a "partner" that unleashes limitless creativity, will thrive.
This is often referred to as the 'era of AI creative directors'.

AI now acts as a creative partner and emotional mediator, permeating every aspect of a brand's creation, exploration, understanding, and communication.
In other words, an AI creative director is someone who views AI as a creative tool and actively utilizes it to realize unique and original visions and ideas.
Furthermore, the era of AI creative directors means an era in which technology is used not as a “tool for efficiency” but as a “designer of experience and emotion.”

"AI is no longer simply a technological tool. It creates 'triggers' that enable brands to connect emotionally with customers, helping customers evolve from 'consumers of brand value' to 'partners who spread stories.'
Building on this foundation, AI can reproduce customers' positive experiences as content, enabling them to participate in shaping the brand narrative as fans and co-creators of the brand.
Through this process, brands experience a new form of relationship evolution that goes beyond simply managing loyalty, but fandomizes supporters.
Now, we have entered an era where AI goes beyond its role as a technical tool and acts as a ‘fandom catalyst’ that connects brands and customers emotionally.” - From the text

Based on this customer experience journey, the author suggests the following seven changes that should be considered to leverage AI as a creative tool.

# Can AI really move the human heart?
AI as a Storyteller and AI as a Designer
First, AI will bring about a major revolution in the way we create diverse content.
The book examines how AI can act as a storyteller that moves people's hearts from the perspective of content planning and creation, as well as how it can function as a designer that expands creativity in the visual field, through various examples such as Heinz's "This is Ketchup," the "Next Generation Air Jordan" created by AI, and Dove's marketing campaign that exploits AI's weaknesses.


# We have now entered the era of 'interactive discovery'.
AI as a search partner
AI will also transform the way we find content. We explore how AI is transforming the search market into a more personalized and interactive platform.
Search is an essential area of ​​marketing, if only because it reveals consumers' desires.
But increasingly, people are stopping at clicking and engaging with a variety of generative AIs to get information.
To keep pace with these changes, companies need to adapt their search engine marketing to ensure that information favorable to their company is cited in generative AI responses. They should also focus on the three core values ​​of communication, clarity, and credibility when creating marketing content.

# Marketing is a mind-reading game.
AI as a Customer and Market Analyst and AI as a Social Media Advertising Executor
AI will also bring significant changes to how we understand our core target consumers. AI will be able to more precisely decipher customers' hidden desires scattered throughout data.
And based on this, we will continue to work on recommending content that best suits the needs of consumers.
This is a story about AI as a customer? Market analyst and AI as a social media advertising executive.

We explore ways to read customers' minds and deliver the right message at the optimal time through examples such as Airbnb, which achieved success through advanced customer profiling, TikTok, which even manages ad fatigue, YouTube, which is experimenting with AI combinations, and Instagram, which is captivating consumers by strengthening its identity as "sharing emotional daily life."


# Provide an immersive experience for your customers' five senses.
AI as a five-sense creator and AI as a retail store salesperson
AI is expected to bring about significant innovation in the way we communicate with customers.
The emergence of multimodal AI, which learns and develops through the five senses like humans, will change the way customers interact with external stimuli.
Furthermore, through the use of various AI technologies, retail spaces will grow into places where online and offline are more closely integrated, delivering the best customer experience.

Marketing in the AI ​​Era: Focusing on Customer Experience, Not Technology, is Key to Success

In the age of digital transformation, one of the most important strategies is to tailor the customer experience journey to the changing customer.
The customer experience journey (CEI) is a meticulously managed strategy that ensures customers "recognize" and "explore" a company's products and services, "compare" them with competitors, and ultimately reach the "purchase" stage. This process is managed through the post-purchase experience, ultimately transforming them into brand fans. AI will continue to drive innovation across many stages of this CEI journey.


Therefore, rather than examining the impact of AI in a linear manner, learning about changes within a structural framework is a more creative way to utilize AI.
This is why this book is organized around the key keywords of the customer experience journey: the "creation stage," the "exploration/search stage," the "understanding/analysis/matching stage," and the "communication/experience stage."


As Professor Hong Seong-tae of Mobiv Academy recommends, “This book is an ‘innovative perspective’ that talks about how to become creative creators by collaborating with AI, rather than an ‘instrumental perspective’ on how to handle AI,” this book, “AI Marketers Are Coming,” is a marketing book for marketers preparing for the AI ​​era, and a management strategy book and trend book that provides meaningful insights not only to practitioners but also to opinion leaders such as managers.