Econsultancy Live April 2023

BrightBid were lucky enough to present at the brilliant Econsultancy Live on the 27th April 2023 on the topic of “Helping Davids Beat Goliaths: How AI in marketing is helping challenger brands beat the established competition”. It was a really cracking event – a must attend for lots of marketing teams and we’re really looking forward to the next one in November.

AI increases productivity by 40% and quality of output by 20%
Our new AI fact from the day was from Stefan Tornquist from an MIT study indicating that the use of AI increases productivity by 40% and quality of output by 20%. In our experience this feels about right.

We spoke about the launch of GPT3 on the 20th June 2020 and it’s powerful effect on launching the first wave of AI startups including BrightBid in September that year and then it’s integration into ChatGPT (as GPT 3.5) in November 2022 which further popularised the use of AI in wider culture.

We spoke about GPT 4 launch in March 2023 with it’s rumoured increase in parameters which is ushering in a further wave of innovation.

GPT4 now has multi-modal functionalities
This include conversational search and sentiment analysis; users will be able to get even more accurate results with minimal effort, through text, voice, and image searches. Incorporated into applications like Duolingo to give a better learning experience, GPT4 is expected to also revive voice-activated searches, enabling users to interact in any language and deliver even more relatable search results. With the integration of video results for queries, GPT-4 is also poised to challenge key players in the video-sharing app market, including TikTok, who have enjoyed significant dominance with the Gen Z demographic.

Is it biggest marketing budget wins still?
We then discussed John Philips Jones Share of Voice/ Share of Market model in marketing which states that businesses spending more in advertising than their market share vs competitors are more likely to grow, whilst those spending less are likely to shrink.

This model states that the biggest budget usually wins in the world of marketing and this is true in Paid Search with leaders bidding for the top positions in Google more likely to grow a disproportionate share of search and website traffic and reap the rewards in terms of revenue growth.

This model is being challenged due to the fragmentation of media by audience but the School of Marketing still conclude that it holds true as a general marketing principle.

Social media platforms have hungry algorithms and are getting hungrier
We then discussed how hungry algorithms were on some of the social media platforms especially TiKTok where creative wearout can sometimes happen in under a week. Even using an established channel like blogs to rank in SEO requires a new blog post daily at over 1,500 words for larger websites.

‘Can the new tools in marketing help challenger brands stand out without having the largest marketing spend in the category?’

We discussed the latest AI tools in marketing and how to use them to drive greater velocity for smaller marketing teams. We showcased a BrightBid ad using the UK text to video start up featured in the Forbes AI 50 which can help marketing teams significantly scale the output of their video content which can be a huge drain on resources on many a B2B and digital marketing team and help them overcome the TikTok creative wearout conundrum.

Standing out vs the 800 pound gorillas of the travel industry in paid search
We discussed how AI in paid search was helping our customer Nobis Hospitality Group challenge the PPC giants of the travel industry: and Expedia, by mining more nuanced local data insights for their Blique hotel in the centre of Stockholm and conducting thousands of A/B tests to find the right combination of search terms to drive high value customers. Read about the case here.

We noted the pace of change in AI in marketing with thousands of new AI tools launching every month in 2023 listed on According to McKinsey marketing and sales with be one of the first functions to be heavily impacted with AI helping businesses fuel further growth.

Challenger brands are less risk averse and can take advantage of generative AI earlier than larger customers
We concluded that many larger firms and corporate enterprises were unwilling to take the risks associating with some of the copyright issues using AI in marketing especially since the Getty images law suit vs Stable Diffusion.

Luckily these copyright issues do not apply for using AI in performance marketing and BrightBid offers a turnkey solution for harnessing the power of AI to drive better PPC results by:

  • Enabling customers to easily manage complex search accounts across multiple markets in many languages from one central point as can be seen with our customer Mape Plastics.
  • Focusing on driving bid optimisations in the search auctions to focus marketing spend on high value customers as can be seen with OPR Finance to drive higher Return on Ad Spend.
  • And reducing costs it takes to manage search as can be seen by our customer TacoBar.


Kate Cox

BBC World Business News featured a celebration of Google’s 25th anniversary

BBC World Business News featured a celebration of Google’s 25th anniversary, highlighting its journey from a Stanford student project to the global tech giant we know today. Here’s our CMO Kate Cox talking about the incredible impact Google has had on information access, its role as a verb in everyday language, and the democratization of…

Read Article

“Google changed the world but search is on for the next big hit”

25 years since Google launched and overturned marketing as we knew it. Now around 30p in every £ spent on marketing goes to Google. Great piece from Tom Whipple The Times this weekend explaining the rise and rise of Google and BrightBid are quoted. ‘Kate Cox is chief marketing officer at a company, BrightBid, that…

Read Article

”From gloom to glory: What’s fuelling UK firms’ surging trading confidence?”

Our Founder Gustav Westman was quoted in Business Leader’s article on how UK businesses are continuing to weather the economic storms with increased investment in tech and resurgence confidence for the UK to deliver on the emerging promise of AI capabilities. “Business confidence is better than expected following intermittent stretches of uncertainty, and owing to…

Read Article

”AA/WARC Report reaction: Lights, camera, action”

New figures from the Advertising Association/WARC Expenditure report reveal that, despite the tough conditions, marketers are refusing to be buffeted by the economic headwinds, with plans to plough more spend – especially digital – behind this summer’s big sporting events and blockbuster movies. Gustav Westman comments on the continued growth in digital marketing in Decision…

Read Article

“Tech will allow marketers more time to do what they do best”: 9 experts on how AI can solve brands’ H2 marketing puzzle

“Q2 2023 AdSpend was a picture of cautious confidence with investment remaining robust. The latest IPA Bellwether report honed in on brands’ intention to use AI to drive efficiency – with the use of AI-powered technology identified as a core opportunity. Here’s our founder Gustav Westman ‘s hot take on the quarter in Performance Marketing…

Read Article

AI-Powered International Marketing with Kate Cox

Summary for AI-powered International Marketing podcast. Generative AI and Large Language Model (LLMs) are opening up a new frontier for businesses wishing to sell across borders. In this podcast, Kate Cox, CMO of BrightBid talks about the different use cases of using LLM’s for international marketing teams. From using BrightBid’s solution to sell cost-effectively in…

Read Article