Marketing Briefing: How eBay is experimenting with generative AI for more ad personalization now

eBay's strategies for leveraging generative AI for ad personalization include:

• Focusing on predictive modeling to understand customer preferences and timing.
• Experimenting with creating more banner ads and personalized email subject lines for owned and earned channels.
• Collaborating with YouTube for different video edits for paid ads.
• Managing content for the vast number of items on eBay and enhancing its appeal.
• Aiming to produce hundreds of banner ads for testing and optimization to personalize customer experience.
• Building platforms where generative AI can quickly create multiple variations under human supervision.
• Streamlining creative development from weeks to days for quicker testing and use.

Impact of generative AI on marketing and advertising:

• Generative AI is shifting focus from potential future possibilities to current practical applications in ad personalization.
• Companies like eBay are experimenting with AI to create personalized content for their customers.
• The technology is enabling the creation of multiple ad variations for optimization and personalization.
• There is a 'crawl, walk, run' approach being adopted by clients, with the expectation that more organizations will pilot AI personalization in the next 18 to 24 months.
• The use of generative AI is raising ethical and moral questions, with varied responses from different companies.

Challenges faced by eBay with generative AI ad personalization include:

• Producing content that appeals to customers on a personal level.
• Managing content for approximately two billion items listed on the site.
• Ensuring the content is appealing and personalized, which is created by the sellers of the items.
• Scaling the number of personalized banner ads from less than ten to dozens and eventually hundreds.
• Integrating AI with human supervision to maintain control over the content generated.

ASICS' marketing strategy in the changing landscape focuses on:

• Staying true to the ASICS brand and its foundational connection to communities.
• Partnering with the right entities to support individuals and uplift communities.
• Utilizing ASICS brand ambassadors across various areas and key media industry partners.
• Emphasizing a community-centric approach, regardless of changes in the marketing environment.
• Involving athletes and influencers in marketing efforts to create a cohesive ASICS community.

Trends in TV and video content consumption that advertisers are responding to include:

• A majority of adults (73%) prefer streaming services over cable and broadcast.
• Most people (72%) watch content through their TV set.
• Streamers often respond to ads by visiting a company's website (51%), checking social media (40%), or considering company reviews (36%).
• Advertisers are adding connected television to their media mixes to align with these trends.
• There is a significant observation (two-thirds) of an increase in ad volume on streaming services, with half of the viewers perceiving it negatively.