Within the heavily regulated CBD industry, it’s difficult for brands to advertise their products on the same depth and variety of channels as companies in other categories. Due to compliance regulations, CBD brands have limited options when it comes to promoting and selling their products. As a result, CBD companies are typically forced to rely on their direct-to-consumer, in-store displays, and product and packaging design. — while brands outside of the CBD category can leverage the power of social media and online campaigns across mainstream advertising and retail networks to drive brand awareness and sales.
Adding to this difficulty, the CBD industry is saturated with new entrants, retail outlets, and unique products all vying for the attention of the same consumer base. — one that is already inundated with brand and product images. Today, the average consumer is exposed to millions of stimulation and hundredsotherwise thousandsdaily visuals.
Personalization in CBD Imaging is Attracting Consumers
This increased exposure to personalized images and environments delivered through streaming services and social media algorithms has accustomed consumers to experiences tailored to their unique preferences and behavior, and they now expect increased levels of personalization. People need to see themselves in the products they buy; In fact, 70% of consumers say they are more likely to purchase a product from a personally relevant page or experience, while 30% of shoppers say they won’t buy a product if it’s missing visuals or low quality. And in an age where product imagery is the most important factor in a purchasing decision, developing engaging and engaging visual content has never been more critical.
With the rigid constraints of CBD marketing and advertising, coupled with a coveted target audience, many brands have turned to new technologies such as computer vision and AI-powered image analysis software. . These tools help brands better understand their consumers’ visual wants and needs and ensure that all of their visual content is optimized to resonate both in-store and across the digital shelf.
Putting AI at the Center of CBD Visual Marketing
Recent advances in machine learning and AI are enabling brands to better understand the visual preferences of consumer audiences. Using an AI-powered approach enables brands to understand how their ideal consumer audience perceives visual content and, more importantly, it empowers advertising, e-commerce, marketing and information teams the ability to identify and understand the visuals that motivate consumers to view and purchase products. .
These advances in artificial intelligence and computer vision technologies can be leveraged to understand the visual preferences of unique consumer audiences by analyzing the massive scale of online shoppers’ daily interactions with digital imagery. The images that a given audience interacts with and is exposed to are very different depending on where they shop, the brands that influence them, and the content they choose to consume.
By gathering and analyzing this information, AI technology is now able to discover patterns of brand and product images that are particularly appealing and appealing to different consumer audiences. Thousands unique visual elements impact what makes a given image appealing to an audience — things like composition, layout, color schemes, landscape, model usage, shadows, object placement, rotation, lighting, and hundreds After.
This data and unsupervised learning can be used to model an audience’s visual preferences and generate predictions about the likelihood that an image will capture attention and elicit a positive response from a given audience. With this new capability, marketing, creative, e-commerce and insights teams are now able to measure the effectiveness of their own visual content, test massive amounts of new content and even analyze competing offers to understand which brand is best positioned to win with distinct consumers. audience — all in real time. The result is accelerated testing and research workflows, increased digital and physical traffic, increased conversions and sales, streamlined creative decisions, and new competitive intelligence.
Leveraging AI-based development of in-store CBD displays
When it comes to standing out on the physical shelf, brands are leveraging these new AI-powered image analysis capabilities to better understand how to design the most popular products, packaging and in-store displays. effective and most attractive. Elements such as color, use of artwork, on-pack imagery, text size and placement, and composition and layout can be optimized for target audiences by running tests on different concepts and variations and selecting the option that should resonate the most with the target audience.
By using AI to optimize designs and in-store appearance, CBD brands can dramatically improve shelf search time and in-store sales, while dramatically reducing their search and concept testing times and generating a valuable new source of competitive visual intelligence.
Jehan Hamedi, Founder and CEO of VIZIT, is a computational social scientist whose work includes significant advancements in AI, computer vision, consumer insights, and e-commerce. Prior to launching VIZIT, Hamedi worked at Crimson Hexagon with major global brands such as Google, Twitter, Walgreens, Toyota and Paramount Pictures. Hamedi founded VIZIT, which is powered by patented visual AI and a proprietary database of over 1 trillion visual cues that influence consumer behavior, to help businesses measure, understand and optimize their visual brands to drive more sales, engagement and connections with their target audiences.