TL;DR

• Gen Z is driving the evolution of marketing in Southeast Asia, with a preference for personalised, authentic experiences across platforms like gaming and social commerce.
• AI-powered platforms, such as SQREEM Technologies and TotallyAwesome, enable brands to engage Gen Z without relying on invasive tracking, using behavioural insights instead.
• Values-driven consumerism is key, with Gen Z seeking brands that align with their values, especially around sustainability, authenticity, and social responsibility.
• Rewarded video ads and personalised social commerce are effective tools for engaging Gen Z, allowing brands to connect in ways that add value without disrupting the user experience.
• Trust and privacy are paramount—Gen Z expects brands to be transparent about how they use AI, with a growing demand for experiences that respect privacy.

Gen Z: Redefining Mobile Marketing in Southeast Asia

There’s no denying it: Generation Z is reshaping how brands connect with consumers, especially on mobile.

In Southeast Asia, where mobile penetration continues to rise, Gen Z is driving a shift in how we approach advertising. Whether through mobile gaming, social commerce, or general mobile use, brands that understand this generation’s behaviour are well-positioned to capture their attention. And to do this effectively, AI has become a crucial tool.

In this article, we’ll explore this in more detail and explore how brands can leverage AI-powered platforms like SQREEM Technologies and digital contextual marketing solutions like TotallyAwesome to stay ahead in this competitive market – all the while keeping the Gen Z’s user privacy intact.

Understanding Gen Z in Southeast Asia

Gen Z, born between the mid-1990s and early 2010s, is the first generation to grow up fully immersed in technology. In Southeast Asia, where mobile penetration is above 76%, this generation is spending more time on mobile devices than ever before, whether gaming, streaming, or engaging with brands.

Short-form video is also a major trend with Gen Z, with platforms like TikTok leading the charge, as seen in the latest GWI data, which highlights a sharp rise in short-form video consumption, particularly for sports.

Singaporean Gen Zs: How AI and Digital Marketing Shape Their Experience

Singaporean Gen Zs stand out for their high engagement with digital platforms. Despite representing just 1% of Southeast Asia’s population, Singapore contributes 23% of Grab’s revenue, underscoring the strong digital engagement of its consumers.

Additionally, 69% of Asian Gen Zs feel uncertainty is detrimental to their mental health. As such, brands that create community, emphasise well-being, and promote authentic interactions will resonate more strongly with Gen Z.

How AI Can Help You Reach Gen Z Without Invasive Tracking

One of the most important things to highlight is that neither SQREEM Technologies nor TotallyAwesome relies on PII (personally identifiable information) or cookies to deliver personalised experiences. Both companies use AI to analyse behavioural signals that allow for deep personalisation without the need to collect sensitive data. This is crucial when marketing to Gen Z, a generation that values privacy and expects transparency from brands.

Gen Z’s preference for values-driven consumerism and their need for authenticity have made it necessary for brands to build relationships based on trust. AI allows companies to personalise their communication without sacrificing privacy or trust, maintaining alignment with Gen Z’s values.

1. AI-Driven Personalisation for Mobile Marketing

Gen Z expects brands to understand their preferences and deliver experiences tailored to them. AI is what enables that level of personalisation without relying on invasive tracking methods. Platforms like SQREEM Technologies analyse behavioural patterns and deliver ads that resonate—at exactly the right moment. This allows brands to connect with their audience without sacrificing trust or privacy.

2. Rewarded Video Ads: Adding Value Without Disruption

Let’s face it—Gen Z is savvy, and they’re not fans of ads that interrupt their experience. That’s why rewarded video ads have become a smart, non-intrusive way to engage this generation. AI helps predict the best moments to serve these ads, making sure they feel like a natural part of the mobile experience.

3. AI-Powered Social Commerce

Gen Z doesn’t just engage with content—they also shop directly within mobile apps. AI is revolutionising social commerce by predicting purchasing behaviour and creating personalised shopping experiences. With tools like those provided by TotallyAwesome, brands can offer products that align perfectly with Gen Z’s interests, right within the apps they already use.

Measuring Effectiveness: AI’s Real Power

1. Real-Time Data for Smarter Decisions

When it comes to measuring the success of campaigns, impressions and clicks only tell part of the story. AI provides deeper, real-time insights into how Gen Z interacts with your brand across different platforms. SQREEM Technologies tracks behaviours across mobile, social, and gaming environments, giving brands a holistic view of their impact.

2. Cross-Channel Integration

Gen Z is constantly shifting between platforms—from gaming apps to social media and back. AI helps brands track these interactions seamlessly across multiple touchpoints, ensuring consistent messaging and engagement.

AI-Driven Trends to Watch

1. Playable Ads and Interactive Experiences

AI is making interactive ads, like playable ads, even more engaging. These ads allow users to interact with a product or service in a game-like environment before downloading or purchasing it. For Gen Z, who craves control and interactivity, AI-driven playable ads offer a fun, non-intrusive way to explore new products.

2. Virtual Goods and NFTs

AI is also helping brands navigate the growing world of virtual goods and NFTs. By predicting which digital products will resonate most with Gen Z, AI is helping companies create exclusive virtual items that tap into their interests—whether in mobile games or social platforms.

The Future of AI and Gen Z: Building Authentic Connections

AI is transforming how we engage with Gen Z, especially when it comes to mobile marketing. Platforms like SQREEM Technologies and TotallyAwesome are using AI to deliver hyper-personalised, non-intrusive experiences—without relying on PII or cookies. This approach aligns perfectly with Gen Z’s expectations for privacy and personalisation.

As AI continues to evolve, so too will our ability to meet Gen Z exactly where they are—on their mobile devices, across games, social platforms, and beyond.

Comment and Share:

How will your brand adapt as AI reshapes Gen Z’s expectations for personalised, meaningful interactions—and do you feel you need AI to do this yet? Share your ideas and experiences with AI and AGI technologies in the comments below. And don’t forget to subscribe for updates on AI and AGI developments.

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TL;DR:

• Meta is introducing new AI tools for advertisers to create and edit videos.
• These tools will turn static images into video ads and automatically adjust video sizes.
• Over 15 million ads were created using Meta’s generative AI tools last month.
• Facebook and Instagram users now spend 60% of their time watching video content.

In a groundbreaking move, Meta Platforms Inc. is set to revolutionise the advertising landscape with the introduction of new artificial intelligence tools. These tools are designed to help advertisers create and edit videos more efficiently, catering to the growing trend of video consumption on Facebook and Instagram. This development underscores Meta’s commitment to leveraging AI to enhance user experience and boost advertising capabilities.

The Rise of Video Content

Video content has become a dominant force on social media platforms. According to Meta, Facebook and Instagram users now spend 60% of their time watching videos. This shift in user behaviour has prompted Meta to invest heavily in video-centric features. The company is introducing a new video feed on the Facebook app, allowing users to watch videos in full-screen mode. This feed will combine short-form videos called Reels, livestream content, and longer-form videos, providing a seamless and immersive viewing experience.

Meta’s AI Tools for Advertisers

Meta’s new AI tools are set to transform the way advertisers create and manage video content. Here are some key features:

• Generative AI for Video Creation: Advertisers can now use generative AI to turn static images into engaging video ads. This feature will significantly reduce the time and effort required to create compelling video content.
• Automatic Video Editing: The tools will also allow marketers to edit and adjust the size of video ads automatically. This ensures that ads are optimised for different platforms and devices, enhancing their effectiveness.
• Text and Image Generation: Meta already provides tools for automatically creating text and images for ads. These capabilities, combined with the new video features, offer a comprehensive suite for advertisers to create impactful campaigns.

The Impact of AI on Advertising

The integration of AI into advertising is not new for Meta. The company has long used artificial intelligence to help brands find and target their ideal customers. Last month alone, advertisers created over 15 million ads using Meta’s generative AI tools. This highlights the growing reliance on AI to streamline advertising processes and improve outcomes.

The Future of Video Advertising

The new AI tools are part of Meta’s broader strategy to increase user engagement and ad revenue. By making it easier for advertisers to create and manage video content, Meta aims to attract more businesses to its platforms. The company’s push into video aligns with the global trend towards video consumption, positioning Meta at the forefront of digital advertising innovation.

Prompt: Creating a Video Ad with AI

Rationale: To demonstrate the power of Meta’s new AI tools, let’s consider a prompt for creating a video ad. This prompt will help advertisers understand how to leverage generative AI to transform static images into engaging video content.

Prompt: “Create a 15-second video ad for a new line of eco-friendly products. Use the static image of the product and add a voiceover that highlights the product’s benefits. The video should end with a call-to-action encouraging viewers to visit the website for more information.”

The Role of AI in Enhancing User Experience

AI is not just about making advertising easier; it’s about enhancing the user experience. By providing tools that create more engaging and relevant content, Meta is ensuring that users have a better experience on its platforms. This, in turn, increases user engagement and satisfaction, leading to more time spent on the apps and more opportunities for advertisers.

Embracing the Future of Advertising

Meta’s new AI tools represent a significant step forward in the world of digital advertising. By leveraging generative AI to create and edit video content, advertisers can reach a wider audience more effectively. The future of advertising is here, and it’s powered by AI.

Comment and Share:

What do you think about Meta’s new AI tools for video advertising? How do you see AI shaping the future of digital marketing? Share your thoughts in the comments below and subscribe for updates on AI and AGI developments.

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TL/DR

• AI is solving complex problems like flood forecasting and accelerating drug discovery, with Google’s AI system saving lives in India.
• AI is transforming healthcare, with studies showing it outperforms humans in diagnosing breast cancer.
• In sales and marketing, AI recommendation engines drive significant revenue, such as 35% of Amazon’s sales.

I recently had the opportunity to participate on a panel with some of the brightest minds in AI and data science in Asia. Having worked in the tech and marketing world for over 25 years across multiple continents, I’ve seen firsthand how AI is transforming industries, both big and small. From healthcare to marketing, AI’s impact is growing rapidly. Here’s my take on what’s happening and some of what’s coming next.

AI: The New Industrial Revolution

We’re in the midst of what feels like a new industrial revolution, led by AI. It’s driving progress in efficiency, accuracy, and innovation. Two sectors where AI is making big moves are healthcare and sales & marketing.

In healthcare, AI is already outperforming humans in key areas. A recent study showed that AI could diagnose breast cancer from mammograms more accurately than radiologists. AI is also speeding up drug discovery, creating personalised treatments, and even guiding robotic surgeries. Another example is IBM’s Watson Health, which uses AI to assist doctors in developing personalised treatment plans for cancer patients. The next decade promises even bigger breakthroughs—could we see more diseases cured or even visit AI-powered doctors?

On the business side, AI is transforming sales and marketing.

Take Amazon, for example—their AI recommendation engine now drives 35% of all their sales, according to McKinsey.

That’s massive. Personalised recommendations are just the beginning; soon, companies may be selling only what people truly need, reducing waste and optimising resources. Another major example is Netflix, which uses AI to recommend shows and films to users, tailoring suggestions based on viewing history. This kind of personalisation is driving massive engagement.

Responsible Use of AI: Getting It Right

With all the excitement around AI, it’s critical to make sure we’re using it responsibly. At SQREEM, for instance, we focus on leveraging AI without relying on cookies or personally identifiable information (PII). Instead, we analyse behavioural trends to create high-value audiences, which brands can target across most digital marketing channels through their tech stack of choice (e.g. DV360, theTradedesk, etc).

This allows SQREEM to help deliver relevant insights and high performing media campaigns while still respecting privacy.

And it highlights an important balance: using AI’s power while ensuring data privacy and accountability.

With growing concerns over data misuse, companies need to be upfront about how they handle information and make sure AI is used in a way that benefits everyone.

AI is Solving Big Problems in Unexpected Ways

One of the most exciting things about AI is how it’s solving complex problems in ways we hadn’t imagined.

For example, Google’s AI-powered flood forecasting system in India provides real-time warnings to millions, saving lives and protecting property. It’s an impressive example of AI being used to tackle climate-related challenges.

In drug discovery, AI-driven platforms such as BenevolentAI and Insilico Medicine have accelerated the development of new treatments.

During the COVID-19 pandemic, AI was used to identify potential drugs in record time, shaving years off traditional development timelines.

AI is also being applied to solve broader, more complex challenges. In logistics, companies are using AI to optimise route planning, fleet management, and supply chain operations. Autonomous vehicles and drones are already transforming how goods are delivered, reducing delivery times and costs.

In manufacturing, AI-driven predictive maintenance can anticipate equipment failures, cutting downtime and costs by as much as 30-50%, according to McKinsey.

AI Boosting Data Privacy and Security

Data privacy and security are growing concerns, and AI is stepping in to help. By automatically identifying and managing sensitive data, AI can help companies comply with regulations like GDPR and CCPA. In terms of security, AI’s ability to detect unusual patterns in real-time is a game-changer. It catches breaches before they can cause serious damage, offering companies a proactive approach to safeguarding their data.

AI is also being used to detect and prevent fraud in sectors like banking. AI-powered systems can identify unusual spending patterns and flag fraudulent transactions almost instantly. This combination of speed and precision is becoming crucial in today’s data-heavy world.

How Start-ups Can Leverage AI to Compete

For start-ups and small businesses, AI is a fantastic opportunity. I always tell businesses to view AI as an enabler, not a threat. The best part?

You don’t need millions of pounds to get started. Cloud-based AI services from AWS, Google Cloud, or Microsoft Azure allow companies to access powerful AI tools without hefty upfront costs.

To start, focus on personalising your customer experiences and optimising operations. AI analytics can help you better understand customer behaviour and create targeted marketing campaigns. Another example is AI’s role in customer service, where AI chatbots are handling routine enquiries, freeing up staff to tackle more complex queries. And remember, education is key—there are plenty of online resources to help you learn the basics.

Don’t be afraid to experiment with new ideas and tools; it’s all about getting started and iterating.

Breaking Down the Barriers to AI Adoption

Even with all its promise, AI still faces hurdles. The biggest barriers? Lack of skilled talent, high costs, and concerns about data privacy and security. To overcome the talent gap, we need more educational initiatives and partnerships between businesses and academia. Upskilling teams is essential if companies want to harness AI’s potential.

When it comes to privacy and security, we need robust regulatory frameworks and a clear approach to AI’s use.

Being upfront about how AI is used will help build trust, which is key to encouraging wider adoption.

AI and Humans: A Winning Combo

AI isn’t here to replace humans—it’s here to work with us. AI takes care of repetitive, data-heavy tasks, allowing humans to focus on creative problem-solving. Take customer service: AI chatbots handle routine queries, freeing up human agents for more complex issues. In fields like finance, AI systems are already being used to manage portfolios and assist with investment decisions.

According to the World Economic Forum, AI will create 97 million new jobs by 2025, while displacing 85 million.

While disruption is inevitable, the net gain shows how AI can be a tool for growth—if companies adopt AI strategies and train their teams effectively.

AI for Sustainability and ESG Reporting

AI’s potential for driving sustainability is massive.

For example, Google’s DeepMind used AI to reduce energy consumption in their data centres by 40%.

In agriculture, AI-driven precision farming is helping farmers use water, fertilisers, and pesticides more efficiently, which is essential for sustainability. AI systems can analyse soil conditions, weather forecasts, and crop health data to maximise yields while reducing environmental impact.

In terms of Environmental, Social, and Governance (ESG) reporting, AI is a game-changer. By automating data collection and analysis, AI ensures accuracy and compliance while providing real-time insights into a company’s sustainability efforts. This makes it easier for companies to hit their ESG targets and satisfy investors and customers.

In conclusion, AI and data science are transforming the world at an unprecedented pace.

Whether it’s healthcare, business, or tackling global challenges like climate change, AI offers incredible opportunities. But as we integrate AI into our lives and businesses, we must ensure accountability and foresight.

The future is bright, and by working together—AI and humans—we can shape a more efficient, sustainable, and innovative world.

Comment and Share

How do you think AI will shape the future of your industry? Share your thoughts, and let’s discuss the potential and challenges of AI integration. And don’t forget to subscribe for updates on AI and data science developments and to comment below!

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