Leveraging AI to bring the view of the customer into the insights and design processes

Room 4 | 10:15 am - 10:45 am | Wednesday, February 22, 2023

Consumers are immersed in visuals, spending five hours viewing videos and images on social media platforms while also being exposed to up to 10,000 ads each day. These interactions create visual biases that impact the way consumers react and respond to products and their associated marketing assets. Attracting and converting today’s consumers requires brands to integrate the audience’s visual preferences into the insights and design process.

New advances in artificial intelligence have given insights and design teams an unprecedented ability to understand the visual preferences of consumers in near real time. AI-based insights and analytics can uncover effective design elements, color preferences and the best placement of the subject being photographed, while at the same time measuring and scoring visual designs to predict how well they will motivate a consumer to act.

Step inside Woodside Homes’ visual artificial intelligence journey. Learn how the insights team took a phased approach to integrating visual AI into their stage gates and design guidelines, the practical ways AI is influencing their everyday marketing and advertising practices, and what advice they would give to other teams looking to optimize brand visuals

Sources:

• Social media habits: Vizit/Path to Purchase Institute Consumer Survey (https://go.vizit.com/l/887833/2022-11-03/rymxb/887833/1667496190SHBdataq/Ebook___Ecommerce__Practitioner___s_Guide___November_2022.pdf)
• Ads: Lunio (https://lunio.ai/blog/strategy/how-many-ads-do-we-see-a-day/)

Key takeaways:

1. How artificial intelligence provides a faster, deeper and more cost-effective understanding of consumer visual preferences than traditional research methods.
2. The phased approach Woodside Homes took to leverage visual AI to analyze their marketing assets, benchmark those assets against competitors and create design guidelines.
3. An example of how Woodside Homes uses visual AI in their photoshoots. 

Case Study Consumers Joint Presentation