Watch: Managing AI-driven strategies for marketers in the gaming industry
Marketing is undergoing rapid transformation as artificial intelligence (AI) plays an increasingly central role in shaping strategies. From content generation to customer engagement, AI is redefining how brands connect with audiences.
Speaking with SiGMA TV, Alec Gehlot, Solution Engineer at Optimove, highlighted the evolving role of marketers in managing AI-driven strategies. “The atmosphere has been electric,” Gehlot said. “We’ve had so many positive conversations and fantastic stands, but ultimately, it’s about bringing the community together.”
From mass marketing to one-to-one personalisation
AI has advanced marketing beyond the traditional “batch and blast” approach, where identical messages were sent to an entire audience. Today, micro-segmentation enables brands to tailor communications to specific customer groups. However, the future lies in one-to-one personalisation, according to Gehlot.
“With AI, we are no longer thinking of audiences as groups; we are thinking of individuals,” he explained. “The ability to tailor marketing journeys on an individual level is going to be extremely potent.”
By leveraging AI, marketers can analyse user behaviour in real-time, ensuring that every interaction is relevant and personalised.
The challenges of AI integration
Despite its potential, integrating AI into marketing strategies presents challenges. “Whenever we talk about advancements in AI, there are three things I always mention: data, data, and data,” Gehlot emphasised. “To use advanced AI capabilities, businesses need to ensure their data is accurate and organised.”
Beyond data management, businesses must also build teams that understand AI technologies. “This space is expanding so quickly that it’s difficult to keep up,” Gehlot noted. “Having the right team in place, with knowledge and experience in integrating different AI technologies, is crucial.”
The future of AI in gaming and retention
Looking ahead, AI is set to reshape player experiences in the gaming sector. “Automated content generation will have a huge impact,” Gehlot said. “Rather than every player receiving the same rewards, promotions can be tailored to individual behaviours.”
AI will also streamline customer relationship management (CRM). “Building audiences, creating journeys, and analysing campaigns—these have traditionally been time-consuming tasks,” he explained. “Now, AI can determine the most relevant audience, decide touchpoints based on engagement, and even analyse performance automatically.”
