Digital Advertising and the Role of Generative AI

Praveen Gujar, Director of Product at LinkedIn, discusses digital advertising, the role of AI in marketing, and collaboration between product managers and marketers.

Praveen has deep knowledge of digital advertising, AI, and cloud technologies and has led product teams in large-scale tech organizations like Amazon, Twitter, and now LinkedIn.

Takeaways

Digital advertising overcomes the challenges of targeting specific audiences, creating customized content, and measuring the ROI that traditional marketing faces.
Different channels in digital advertising are effective for different goals, such as brand awareness, lead generation, and conversion.
Pitfalls in digital marketing include improper budget allocation, content creation challenges, and inaccurate attribution.
AI plays a crucial role in optimizing campaigns and simplifying the marketer’s job by automating processes and providing measurement and optimization tools.
Collaboration between product managers and marketers is essential for crafting effective messaging and ensuring a good product-market fit.
AI models in digital advertising require training with brand-specific data to tailor campaigns to the brand’s unique needs.
Generative AI tools can be used to create content for digital advertising campaigns, either through in-built platform capabilities or third-party tools.
Generative AI enables marketers to experiment and optimize their campaigns.
Transparency and human reviews of AI-generated content are important to build trust with customers and regulators.