Katarzyna Kołpa, head of creatives offer innovation at RTB House, highlights AI’s importance in fashion retail advertising for 2024. She emphasizes capitalizing on AI tech to reach the fabric of a customer base without harming brand image to stay ahead of trends.

In the world of advertising, there is no ‘one-size-fits-all’ approach to engaging with audiences. This is perhaps none clearer than within the fashion retail industry, where diverse consumer preferences, varying needs, and rapidly rotating trends necessitate a personalized marketing strategy. Therefore, it’s imperative that fashion buyers are met with tailored content relevant to who they are and their purchasing needs.

The ongoing economic uncertainty and fluctuating consumer spending amplify the importance of connecting with people on a personal level. Consumers are more hesitant to part with their dollars, so brands need to look for different ways to delight and activate audiences. 

Creativity is one of the key drivers of business growth. It is responsible for 56%Opens a new window of sales uplift online. However, as we transition into the cookieless era, 52% of advertising budgets are still being wasted on creatives that don’t deliver their potential impact.

Thanks to Deep Learning AI, brands are now able to change potential into a real impact. When Deep Learning is applied to shoppable creatives, enhancing personalization of product recommendations and paired with an attention-catching, brand-friendly package, marketers are enabled to use distinct branding elements, embrace personalization and dynamic optimization to ensure meaningful connections with consumers, and drive more sales at scale. 

Utilizing Deep Learning For Personalization

Looking ahead to this year’s Spring/Summer season and beyond, the popularity of AI is only set to surge in 2024. Utilizing Deep Learning can help brands deliver hyper-relevant marketing and meet evolving consumer needs.

There’s no question that Deep Learning is the most powerful type of AI. It’s capable of analyzing swathes of data from touchpoints across various channels and devices in real-time and adapting to often rapidly changing situations and trends. Its superpower lies in continuous improvement in two key areas: targeting, determining which customer will see the brand’s ad, and personalization, determining which type of creative and product recommendations are being shown. 

While more than 80% of consumers now anticipate tailored advertising that caters to their preferences from retailers, personalization is the driving forceOpens a new window behind half of all purchases. Deep Learning’s ability to deliver ROI is evidenced by the fact that it makes ad campaigns up to 50% more efficient than campaigns backed by standard machine learning and lifts click-through rates by 16% – all without advertisers having to increase spend.

Importantly, however, Deep Learning technology – and the insights it’s able to harness — works best when paired with the right creative ad formats.