Creating Value with AI: Three Concrete Use Cases

The global AI market will be worth more than $400 billion between now and 2027, with key players – OpenAI, Databricks and Anthropic – already reaching a combined value of over $150 billion within a few years (after initial investments of less than $25 billion).


Today, virtually anyone can access AI or Machine Learning (ML) tools from different hosting parties or software builders. Worldwide companies are busy adopting all kinds of AI, but few are doing so in a smart and thoughtful way that contributes to wider business objectives. Which is why we’ve highlighted three concrete use cases that’ll help you create real value using AI.

1) Generating Speech & Image Based on Region

Several psychologists and behavioral scientists claim that we’re more likely to believe statements made by someone when they speak in the same accent as us, unless they speak in a confident tone of voice. As marketers, this concept is worth tapping into, especially with marketing materials that incorporate speech (e.g., in online ads or video voice-overs).

With AI, it’s now possible to generate speech in multiple accents, without the need for voice actors or native speakers. However, the technology doesn’t stop at speech and accents. 

Even the models in videos can be generated with AI, adapted to the appropriate ethnicity, religious symbols and even clothing of a particular region or community. This could make images, videos, and speech significantly more relatable to target audiences. As a scalable tool, this practice can be repeated as many times, across as many regions as needed. Reducing issues around production budgets, locations, casting, and other practicalities. 

Taking it a step further, brands could think about how to apply this technology to conversion optimization, media results and brand uplift.

2) Covering Additional Search Terms on Major Platforms

Imagine you sell shoes on multiple platforms like Amazon,, your website, and Google Shopping. Your product descriptions include details such as the shoe name, size, and color. Your best selling shoes are the Red and Purple ones. 

Now, picture a consumer searching for Lilac shoes. This search could potentially lead them to your purple shoes or even your red shoes, as people often interpret colors differently.

In the past, marketers spent a lot of time analyzing and optimizing search queries to ensure they matched product descriptions. Nowadays, businesses are leveraging AI for this task. 

An AI model can analyze all your existing product descriptions, index search volumes, and align your content with the searches people are making. For instance, the AI might update your catalog to list purple shoes as lilac shoes, helping you better reach your target audience. This precise matching can result in a noticeable increase in your sales, even if only by a few percent.

3) Automated Video Variation for Online Ads

It’s no secret that advertising on video platforms (e.g., TikTok, YouTube) is an increasingly popular way to attract larger and more active target audiences. However, doing so isn’t cheap. For your ads to be as effective as possible, you ideally shouldn’t be offering someone the same ads all the time. This gets irritating for the viewer – boring at best. 

The latest AI tools allow you to create more unique ads on video platforms by incorporating AI-generated images tailored to your audience. 

AI can generate endless variations of commercials by drawing from an extensive range of image sources. These variations can be directly linked to your brand’s style, ensuring that the results are both recognizable and consistent with your brand identity. This approach allows you to continuously optimize your ads using all available existing material, maximizing their relevance and impact. 

While the technology is mostly limited to static images – it is developing rapidly. Soon, you’d be able to effortlessly present your products and services in every imaginable scenario and scene in unique ad videos every time.

Creating value with AI and not just jumping on the bandwagon

Almost all companies want to ‘do something with AI’. However, while it’s good to want to embrace AI, you need to do it in a way that actually grows your business. The key is to approach AI adoption thoughtfully, involving the relevant stakeholders in your organization to develop a clear strategy. This means understanding your business needs, preparing the necessary infrastructure, and then selecting AI tools that align with your business goals. Simply buying AI tools without a plan is easy, but using them effectively requires careful planning and execution.

The goal should not be to deploy AI; the goal should be to deploy it effectively, creating more value with it than your competitor does. For more information on how you can incorporate AI into your marketing strategy – fill in the form below and get in touch with our tech experts…

This article was originally published in Dutch on Emerce (Read here).

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