Sean Gilpin, Vice President of Global Sales Marketing at Hyundai Motor Company and Chief Marketing Officer of Hyundai Motor America, joins Natalie Bastian, Teads Global CMO, to discuss Hyundai’s forward-thinking approach to media innovation, customer-centric advertising, and the transformative role of AI in shaping brand experiences. Their discussion highlights Hyundai’s commitment to delivering cutting-edge solutions tailored to diverse consumer needs.
Key Insights:
Diverse Product Lineup and Tailored Media Strategies
Hyundai showcased its broad range of vehicles, from internal combustion engines (ICE) to hybrids, plug-in hybrids, and all-electric models, including the newly unveiled Ioniq 9 and Nexo. Sean emphasized how Hyundai tailors its media strategy to connect with diverse audiences by leveraging both traditional platforms, like live sports, and digital innovations, such as streaming and connected TVs, with custom algorithms enhancing audience targeting.
AI-Powered Personalization Transforming Customer Journeys
Hyundai harnesses AI tools, such as its conversational digital sales agent “Hey Hyundai,” to turn customer interactions into actionable insights that inform media targeting and creative strategies. By combining AI-driven data with media insights, Hyundai delivers personalized advertising that resonates with specific audience segments, enhancing customer experiences and strengthening brand relationships across all channels.
Innovation in Creative Applications of AI
While Hyundai is using AI primarily for practical applications like media planning and customer interaction, the company sees potential in expanding AI’s role in creative processes. However, Sean emphasized the importance of maintaining brand integrity by setting clear parameters for AI usage to improve customer experiences while preserving Hyundai’s identity.
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