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Laurent Ross, a pioneering digital leader at the forefront of artificial intelligence-driven marketing has seen plenty of changes over his 18 years of experience.

The current COO at Oxygen, splitting his time between the UAE and Hong Kong, Laurent specializes in AI integration, marketing automation with HubSpot, and Chinese market strategies, leveraging AI to transform marketing operations.

His innovative approach led him to develop a comprehensive AI training program, equipping both his team and clients with cutting-edge skills to navigate the rapidly evolving digital landscape.

Laurent's leadership in AI implementation has revolutionized how the company crafts marketing strategies, implements reporting systems, and has led to Oxygen being one of the highest awarded HubSpot agencies in Asia.

The impact of AI on business marketing

The explosion of AI image and video generation tools is changing business marketing.

When asked by The Byteline how companies need to adapt to keep up with or stay ahead of the game, Laurent shared his insights:

"We are witnessing a clear shift away from overused stock photography and video, with many companies inadvertently relying on the same generic imagery as their competitors.

"The costs and logistics of hiring models and organizing photoshoots are well-known challenges. AI-generated content offers a practical, innovative solution to both.

"AI-driven image generation is not only cheaper than stock photos and photoshoots but also unlimited and nearly instantaneous.

"This enables rapid creative adjustments and iterations. Brands can now create unique, niche-specific visuals that authentically reflect their identity — quickly and at a fraction of the traditional cost.

"This agility allows businesses to react faster to market trends and be more dynamic in their marketing efforts.

"One of the most exciting advantages of AI-generated content is the ability to embed a consistent brand style across visuals.

"AI can produce images that look as though they were taken by the same photographer, with the same style and post-processing techniques. "Achieving this level of brand cohesion used to be difficult and costly, but AI makes it both accessible and scalable.

"In many ways, this technology offers brands more creative freedom than ever. They can experiment with different styles, scenarios, and concepts — free from the logistical and financial constraints of traditional shoots.

"This opens up a world of possibilities for creative expression and brand storytelling.

"However, it's essential to acknowledge the current limitations of AI. While it's highly effective for many tasks, creating accurate images of machinery, product mock-ups, branded objects, or specific locations may still require traditional methods or human input.

"Being mindful of these limitations is key when planning marketing strategies.

"Video content is the next frontier for AI innovation. Emerging models can now generate lifelike videos featuring employees or spokespeople, allowing business leaders to produce marketing videos without needing to be physically present.

"This technology could revolutionize personalized, scalable video marketing.

"While AI is transforming marketing, it’s just one piece of the puzzle. To stay ahead, companies need to cultivate a culture of adaptability and technological literacy across all business functions.

"As AI evolves, we can expect to see similar efficiencies and innovations in other areas of operations.

"Given the rapid pace of AI development, businesses must stay informed about emerging trends and tools.

"Engaging in continuous learning, attending industry conferences, and partnering with AI-driven creative agencies will help companies remain at the forefront of innovation.

"By staying adaptable and embracing new AI advancements, businesses can ensure they’re not just keeping up — but leading the way.

"To thrive in this AI-powered future, companies must integrate AI tools, embrace personalization, enhance agility, leverage data, maintain ethical standards, and stay forward-thinking.

"The future of marketing is here, and those who adapt swiftly will be best positioned for success."

Doing things the right way

Laurent also shared his thoughts on the implications of AI on copyright violation, fake news, and the need for regulations in this evolving area of future marketing:

"The rise of AI-generated content in marketing brings significant concerns around copyright infringement.

"AI models are trained on vast datasets, some of which may include copyrighted material, creating a grey area where AI-generated content could inadvertently reproduce elements of protected works.

"If you're using AI for marketing, it's crucial to remain vigilant about the origins of the content and any potential copyright risks.

"AI's ability to produce highly realistic images and videos also poses a threat to information integrity.

"Malicious actors could exploit these tools to generate convincing fake news or misleading propaganda, with potentially serious implications for public discourse, political processes, and brand reputation.

"Companies must be mindful of the risk that their AI-generated content could be misused or that their brand may be impersonated in fake content.

"As AI becomes more embedded in marketing, the demand for clear regulations will only increase.

"These should cover transparency in AI-generated content, the ethical use of AI in marketing, the protection of individual privacy and likeness rights, and accountability for AI-generated misinformation.

"Creative AI platforms could introduce systems to watermark or tag AI-generated content, signaling to viewers that what they are seeing isn’t real or has been AI-enhanced.

"Such measures could help curb the spread of misinformation and protect consumers from deceptive marketing practices.

"We can also expect a wave of legal battles over the unauthorized use of people's likenesses, especially public figures and celebrities.

"These lawsuits could lead to prosecutions and possibly even restrictions on who can use AI generation tools, which would have significant implications for marketing campaigns that rely on creating realistic human images or videos using AI.

"In response to these challenges, there may be moves to limit access to AI generation tools. This could include licensing requirements, age restrictions, or limitations on their commercial use.

"Marketers should stay informed about these potential regulations and be ready to adapt their strategies accordingly.

"Beyond legal concerns, there are also crucial ethical considerations that businesses must navigate. Is it ethical to use AI-generated ‘employees’ or spokespersons? How can we ensure that AI-generated content doesn’t reinforce harmful stereotypes or biases?

"Companies will need to develop clear ethical guidelines to govern their use of AI in marketing, ensuring they are responsible and reflective of their brand values."

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