What the marketing campaigns of the future will look like: strategic planning, AI and personalisation at scale

TABLE OF CONTENTS

• Personalisation and advanced targeting

• Real-time automation and optimisation

• Predictive marketing and autonomous agents
• Immersive and omnichannel experiences: the funnel becomes 3D
• New channels and formats: from CTV to virtual assistants
• Chatbots and virtual assistants: attention and conversion

Personalisation and advanced targeting

AI enables the analysis of large volumes of behavioural data, preferences and user context, facilitating the creation of personalised campaigns. Each user receives messages, ads and content tailored to their interests, browsing history and stage in the customer journey, significantly increasing conversion rates and brand loyalty.

Platforms such as Amazon and Facebook already use AI to recommend products and tailor ads in real time based on individual activity and tastes.

What is real personalisation today?

Personalisation will be the norm: consumers expect unique and relevant experiences in every digital interaction. It's not enough to put the user's name in the email subject line. We are talking about creating personalised journeys, from first impression through the entire funnel to conversion.

How is it achieved?

• First-party data as the foundation: tools like Adsmurai's One Tag capture owned events that allow for personalization without relying on third-party cookies.

Have you heard of Google Tag Gateway? It’s a data collection method fully focused on information ownership. Instead of depending on third parties (like cookies, which Google Chrome is already phasing out), this mode allows you to capture and use the data you generate directly from your website or app.

• Dynamic segmentation: based on behavior, intent, geolocation, and purchase cycle stage.
• Dynamic creatives: ads that adapt based on user attributes or interaction history. 

Imagine a retail client selling sneakers and sports accessories. The e-commerce site detected that users who viewed sneakers more than three times without purchasing had higher intent than those who viewed them only once. The solution? Personalized ads by style (casual, running, urban), increasing conversions without raising spend.

Automation and real-time optimization

AI hasn’t come to take your job… it’s here to help. And give you creative and optimization superpowers. AI is transforming campaign planning and management through the automation of key processes:

• Automatic budget optimization: AI systems reallocate funds in real time to the most effective channels and formats, maximizing ROI and minimizing waste.
• Dynamic creative adjustments: AI can instantly tweak images, videos, and copy to match each user's preferences and context.
• Platforms like Google Ads and Facebook Ads already include these capabilities, enabling advertisers to automate and scale strategies with precision.

AI for creativity

• Generates ad versions tailored to different audiences.
• Automates messages, formats, and visual styles based on user behavior.
• Uses dynamic feeds for products, categories, or specific interests.

AI for optimization

• Algorithms that adjust budgets across campaigns, countries, or audiences.
• Detection of early signs of ad fatigue.
• Continuous learning based on performance and context (time, device, weather…).

And we're not just talking about Meta Advantage+ or Performance Max. We're talking about using AI with strategic thinking, a proper brief, and context—not as a magic button.

Predictive marketing and autonomous agents

AI no longer just reacts to data—it anticipates it. And that completely changes how marketing campaigns are designed, launched, and optimized.

Behavior prediction

Thanks to machine learning algorithms, it’s now possible to:

• Predict when a user is ready to buy and serve the right incentive to close the conversion.
• Detect signs of churn, such as navigation patterns that indicate loss of interest, and trigger automated retention campaigns.
• Forecast future demand for products or services based on search trends, weather, aggregate behavior, or even social media mentions.

Applied example: A fashion brand predicts increased demand for mid-season apparel one week before the weather changes, activating targeted promotions only in affected regions. All handled automatically by a predictive model tied to inventory and media planning.

Autonomous agents: almost human-free campaigns

AI is evolving towards autonomous agents: systems capable of making decisions, executing actions, and learning on their own within a strategic framework.

What do these agents do?

• Manage campaigns in real time: launching, pausing, or adjusting ads based on KPIs.
• Generate personalized content: from ad copy to creatives tailored to the channel and audience.
• Handle multichannel interactions (social, email, web, apps…) without human intervention.

Immersive and omnichannel experiences: the funnel goes 3D

AI not only predicts, it creates experiences. When combined with technologies like augmented reality (AR) or virtual reality (VR), it enables formats where users don't just watch ads… they interact with them.

What does this integration enable?

• Try products in virtual environments: like seeing how a couch looks in your living room or trying on glasses from your phone.
• Receive personalized recommendations within the immersive experience: based on what you look at, how long you linger, etc.
• Connect digital with physical: for example, scanning a product in-store to access a virtual experience with exclusive content.

Future vision (not that far off): In retail campaigns, storefronts become interactive portals where users can explore, test, and buy in a virtual space guided by AI.

New channels and formats: from CTV to virtual assistants

Connected TV advertising is no longer a generic 30-second spot. It’s about:

• Interactivity: you can respond to the ad via remote or mobile device.
• Contextual relevance: content adjusts based on time of day, content type, or user profile.
• Advanced segmentation: media is no longer bought by channel, but by audience.

For example, a viewer who often watches cooking shows receives ads for smart kitchen appliances, while another who watches fitness content sees sportswear promos—all in the same ad break.

Chatbots and virtual assistants: support and conversion

Thanks to natural language processing, virtual assistants no longer just answer questions… they sell.

• They answer like humans (sometimes better!).
• Guide users through the decision and purchase process.
• Offer cross-selling and upselling based on history and preferences.

Pro tip for brands: a well-built chatbot is no longer a nice-to-have—it's a key performance channel. And one of the most effective if properly connected to your CRM and remarketing strategy.

In conclusion, the future of campaign planning will be defined by AI’s ability to deliver extreme personalization, intelligent automation, and immersive experiences, making every interaction relevant, efficient, and memorable. Brands that don’t jump on the data-driven, automated, and personalized marketing train now will fall behind. The rules have changed, and so have the tools.

So, are you planning for the future or just reacting to the present?