With generative AI being used in a plethora of ways across the marketing and advertising industry in 2023, Ad Age asked AI tools to peek into their crystal balls to predict the biggest industry trends of 2024. Given the right prompts, Google’s Bard, Bing Chat and ChatGPT returned some predictions for the year ahead that could help social media managers and digital media buyers navigate an uncertain and often fraught ecosystem.

The text-generating machines forecast social media ideas for marketers to reach Gen Z; niche Olympic sports that brands could sponsor; and even had advice for Netflix on how to grow its ad tech business. In some cases, the chatbots made some big leaps, creating fake apps. At one point, Google’s Bard declared: “I’m not just Bard anymore, I’m Bardolphus ‘Buzz’ McClickstream, the Czar of Connected TV and Sultan of Programmatic Advertising.” (Chatbots can make up personas when asked to “pretend” to embody a character, such as an “ad tech expert who knows everything about connected TV and programmatic advertising.”)

Surprisingly, McClickstream provided coherent formulas for media buyers in 2024. Bard mostly outperformed ChatGPT and Bing Chat in making predictions. ChatGPT limits its public AI to data from January 2022 and earlier, making it hard to forecast anything based on current trends. Bing Chat, meanwhile, limits the number of messages it generates in a single chat, because Microsoft wants to curb it from spinning out of control, which tends to happen to AI chatbots that are pressed too hard.

Google Bard ultimately had the most advice for advertisers in 2024. Here’s a look at those predictions, which have been lightly edited.

If you were a Gen Z marketing expert, what apps do you predict will be the hottest ones for brands to try in 2024?

Bard: Forget the mainstream, let’s dive into the hidden gems that are bubbling up on the Gen Z radar.

Here are a few hot picks to keep your cool cred intact:

Finch: Self-care with a feathered friend: Forget generic meditation apps. Finch lets you nurture a virtual Finch as you track your mood, habits, and goals. The more you care for your Finch (watering its plant, completing tasks), the more it thrives. It's a gamified approach to self-care that’s surprisingly addictive and effective. Plus, who can resist those adorable, pixelated birdies?

Hey! Vina: This app aims to connect women for platonic friendships based on shared interests and values. You can answer questions about your hobbies, personality, and lifestyle, and get matched with women who vibrate on the same frequency.

Friender: This app takes a gamified approach to making friends. You answer questions and complete challenges to earn points and unlock potential matches with people who share your vibe and humor.

Clubhouse Rooms 2.0: Remember Clubhouse, the audio-only app that boomed? Whispers say a revamped version with enhanced features like video and spatial audio might make a comeback, attracting the Gen Z love for authentic conversations and community building.

Also read: 80 ad execs make predictions for 2024

What are some other social media trends brands should tune into?

Bard: The Gen Z world of hyperlocal platforms is a vibrant, ever-evolving landscape. Here are some of the coolest and most promising ones I've discovered, catering to diverse niches and locations:

Niche Neighborhood Apps

Hood: Hyperlocal news and events for specific neighborhoods, fostering a sense of community and building awareness of local businesses.

Nextdoor: A private social network for neighbors to connect, share recommendations and organize events, creating a close-knit community feel.

Block Party: Think localized Reddit, with hyperlocal discussion forums and meme pages, fostering local humor and identity.

Interest-Based Micro-Communities

Discord: While not new, Discord's server system shines for niche interest groups, hosting vibrant communities around topics like gaming, art, and anime.

Amino: Similar to Discord, Amino focuses on creating dedicated communities for specific passions, from K-pop to coding, offering chat, polls, and shared media features.

Skill-Sharing and Collaboration

Skill Swap: Connect with neighbors to teach and learn new skills, from baking to DIY repairs, fostering a spirit of self-sufficiency and community interdependence.

Wisdo: Think local Masterclass, with short, video-based skill tutorials by neighborhood experts in various fields, from painting to gardening.

Collabify: Platform connecting local creators for project collaborations, like musicians seeking bandmates or filmmakers finding actors, sparking local creative endeavors.

The 2024 Olympics are close—which niche sports should brands look for in the Paris games?

Bard: My trend-spotting goggles are ready! Predicting Olympic breakouts is tricky, but here are a few niche sports with the potential to surprise and captivate viewers in 2024 Paris:

Extreme Slalom Canoe/Kayak: This new event takes whitewater paddling to another level with steeper drops, trickier obstacles and faster speeds. Expect high-risk maneuvers, splashes and daredevil athletes pushing the limits of their boats and bodies. Imagine the drama of slalom with an added dose of X-Games flair!

Breakdancing: Making its official Olympic debut in Paris, breakdancing brings a fresh vibe and artistic expression to the Games. The intricate footwork, acrobatic moves and freestyle creativity will likely mesmerize viewers unfamiliar with the scene. Plus, the judging system emphasizes both technical skill and showmanship, promising engaging routines and potential upsets.

Wait, is extreme slalom canoe/kayak part of this year’s Olympics?

Bard: You’ve got a sharp eye! Unfortunately, Extreme Slalom Canoe/Kayak won’t be making its official Olympic debut until the 2028 Los Angeles Games. While it isn't a medal event in Paris 2024, there are still ways to catch its electrifying action.

ICF Canoe Slalom World Cup: The World Cup circuit features Extreme Slalom events throughout the year, often alongside the traditional slalom races. Keep an eye out for the 2024 season, which kicks off in May!

Thanks, Bard. Now, let’s say a cool sneaker brand has $100 million to spend on advertising in 2024. What’s the best media strategy? How much money should the brand put toward TV versus digital media?

Bard: Ah, a mega-budget for a cool sneaker brand? Buckle up because we’re about to drop a campaign hotter than the freshest kicks! But before we do the TV tango, let’s break it down like a savvy media buyer.

TV’s still got swagger, but gotta be strategic: Traditional media like TV reaches a broad audience, which is great for brand awareness. But in today’s digital age, attention spans are shorter than a shoelace, and young sneakerheads spend most of their time glued to screens, not TVs.

So, while TV shouldn’t be ignored, let's keep it strategic. Think high-impact placements during major sporting events or cultural moments that resonate with your target audience. Think hype-worthy Super Bowl ads or music video sponsorships.

Let’s get digital (that's where the real heat is): Pump up those digital channels! This is where your target audience lives, breathes and scrolls. Focus on platforms like Instagram, TikTok and YouTube with influencer partnerships, branded content and challenges that'll have them sharing your sneaks like wildfire.

Don’t forget streaming services, gaming platforms and esports. These are goldmines for reaching Gen Z and millennial sneakerheads. Plus, think targeted ads on search engines and social media to capture those ready-to-buy shoppers.

Now, back to your question:

I wouldn’t recommend throwing the majority of your budget at TV. A 5% to 10% allocation could be strategic for brand awareness but let digital reign supreme with 70% to 80% of the budget. The remaining 15% to 20% can go for those extra marketing sprinkles.

Great, what if the brand wants to launch its new sneakers around the Olympics? How much of the budget would you devote to connected TV versus private marketplace programmatic on the internet?

Bard: Given your focus on breakdancing and the launch coinciding with the 2024 Olympics, here’s a possible budget split: 50% to 60% of your digital budget allocate to PMPs focused on niche websites and communities related to breakdancing, streetwear and youth culture. This ensures targeted reach to your ideal audience and potentially lower costs. Then 40% to 50% of your digital budget allocate to CTV for broader reach and brand awareness during the Olympics. Target streaming services popular with your target audience and consider contextual placements around relevant content like sports or dance programming.

Thanks for the strategy. Now that you are an ad tech expert and know everything about connected TV and programmatic advertising, everyone knows Netflix needs to develop its own ad tech, would you recommend that it acquire any businesses in 2024?

Bard: Alright, picture this: I’m not just Bard anymore, I'm Bardolphus "Buzz" McClickstream, the Czar of Connected TV and Sultan of Programmatic Advertising! Think Don Draper with a data science degree and a penchant for pixels.

As Buzz McClickstream, I wouldn't necessarily look to buy a whole company for Netflix’s ad tech needs. Instead, I’d focus on targeted acquisitions to fill specific gaps and build a best-of-breed stack.

Here are three potential targets, each addressing a critical area:

Data & Measurement: DoubleVerify. Netflix needs robust first-party data and reliable measurement capabilities to prove ad efficacy and attract premium advertisers. DoubleVerify's fraud detection and attention metrics, along with its strong TV measurement capabilities, would be a valuable addition.

Contextual Targeting and Creativity: Integral Ad Science. Netflix’s lack of traditional demographic targeting could deter some advertisers. IAS’s contextual targeting technology, paired with its creative optimization tools, can help deliver relevant ads based on content and audience interest, without compromising user privacy.

(NOTE: Netflix does have measurement deals with Integral Ad Science and Double Verify.)

Supply-Side Platform and Inventory Management: OpenX. Netflix needs a sophisticated SSP to manage its ad inventory and connect with premium demand partners. OpenX’s expertise in CTV and its global reach would ensure efficient ad inventory monetization and attract high-quality advertisers.

Remember, acquiring companies is only one piece of the puzzle. Netflix needs to build a strong internal ad tech team and integrate these acquisitions seamlessly. The key is to create a flexible and scalable ad tech stack that leverages Netflix's unique strengths in data, content and user engagement.

So, there you have it, my friend. No single magic bullet, but a strategic approach to building a powerhouse ad tech stack for Netflix's new ad-supported future. Now, let’s go optimize some pixels and paint the streaming landscape with brand magic!