In the fast-evolving landscape of marketing, few technologies hold as much disruptive potential as generative AI.
As we step into 2025, this revolutionary tool is reshaping how agencies and brands alike approach everything from creative ideation to data management.
Here’s how generative AI is transforming the marketing world and what it means for the future of the industry, including Malaysia’s growing market.
1. Boosting Efficiency: Say Goodbye to Mundane Tasks
Marketers have long grappled with repetitive, time-consuming tasks—from tedious business reporting to endless data entry and asset creation.
With the advent of generative AI, much of this drudgery is becoming a thing of the past.
Sameer Amin, Reckitt’s global director of data-driven marketing and media, highlights the dramatic impact AI is already having: “As many as 40% of some junior marketers were spending time on business reporting,” Amin shares.
“That’s the type of stuff they shouldn’t be doing.”
By automating these tasks, AI liberates marketers to focus on higher-value activities.
In Malaysia, where digital transformation is accelerating, businesses are increasingly adopting AI-driven tools to streamline operations.
Local advertising agencies and SMEs are exploring AI solutions to automate routine processes, allowing leaner teams to compete on creativity and strategy.
Government initiatives such as Malaysia’s National AI Roadmap also aim to support businesses in integrating these technologies.
2. Unleashing Creativity: From Ideas to Innovation
Creativity is the lifeblood of effective marketing, but administrative burdens often stifle imaginative thinking.
With AI stepping in to handle routine tasks, creative teams can thrive.
Phil Warfield, head of marketing at Cadbury Equity, shares an innovative AI-driven campaign for the brand’s 200th anniversary: “We developed a campaign that allowed the public to insert themselves into historic Cadbury ads,” Warfield recalls.
The result? Nearly 80,000 personalised posters were generated, with a 50% opt-in rate for data collection.
Meanwhile, Virgin Media O2 launched a ‘chatbot granny’ to tackle phone scammers—a witty AI-powered tool that kept fraudsters on the line by mimicking a confused, tech-illiterate senior.
Simon Valcarcel, marketing director at Virgin Media O2, notes, “It was about raising awareness of a significant issue for the telco industry.”
In Malaysia, brands are beginning to experiment with AI-generated content for campaigns.
For instance, local retail and F&B brands are exploring generative AI for personalised social media ads and engaging visual assets.
As consumer demands for unique and interactive content rise, AI-driven creative solutions are becoming indispensable.
3. Hyper-Personalisation: The Key to Cutting Through the Noise
Personalisation has become more than a buzzword; it’s a necessity for cutting through the clutter of modern marketing.
AI enables brands to deliver tailored messages and experiences at scale.
Cadbury’s campaign stands as a testament to this.
Warfield highlights the success: “Using algorithms, we served content in a hyper-targeted way, generating three times the reach and boosting campaign efficiency by 25%.”
In the Malaysian context, hyper-personalisation is increasingly becoming a focus for industries such as e-commerce, telco, and financial services.
Platforms like Shopee and Lazada leverage AI to curate product recommendations, while banks are utilising AI-driven insights to offer personalised financial advice and solutions.
By leveraging AI, Malaysian brands can deliver thousands of unique, personalised assets with unparalleled speed and accuracy—all while deepening engagement with their target audience.
4. Shifting Priorities: Adapting to the New Normal
The rise of AI isn’t without its challenges.
As Amin notes, tasks traditionally assigned to graduates are increasingly being handled by AI.
While this shift may raise concerns about job displacement, Reckitt remains committed to hiring graduate talent.
In Malaysia, similar concerns are being voiced as AI adoption accelerates across industries.
However, there is a growing emphasis on upskilling and reskilling the workforce. Initiatives by MDEC (Malaysia Digital Economy Corporation) and partnerships with educational institutions aim to equip future marketers with AI literacy and strategic thinking skills.
The key takeaway?
AI should be seen as an opportunity, not a threat.
It’s a tool to empower marketers, freeing them to focus on strategy, storytelling, and human connection—elements no algorithm can replicate.
Balancing Opportunity and Responsibility
As AI continues to revolutionise marketing, it’s crucial to strike a balance between technological innovation and ethical considerations.
While efficiency, creativity, and personalisation will soar to new heights, businesses must remain vigilant about managing AI’s potential drawbacks.
In Malaysia, maintaining a consumer-first approach while navigating AI-driven changes will be key.
Trust, data privacy, and transparency will become paramount as brands leverage AI capabilities.
The future of marketing is undeniably bright—but navigating this AI-driven landscape will require adaptability, responsibility, and a relentless focus on delivering value to both brands and consumers alike.
