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The State Of AI In Advertising/ Marketing

With the use of AI, once linear data of audio and video commercials can be tracked and analyzed, including native content. As a result, broadcasters can now prove brand mentions and track the value they deliver to their advertisers.

Artificial Intelligence is powering the increasing demand for personalized, viewer-specific advertising. AI will fuel the rapid advancements of Account Based Marketing and Dynamic Creative Optimization.

AI and machine learning techniques are quietly powering through the traditional media side of advertising; programmatically driven by data, they are producing better results than many human teams.

With AI in the marketing/advertising industry, I see collaboration between humans and robot teams. In the near future, hybrid human/robot teams will become the norm, and will be collaborative rather than combative.

While “creative work” – creating ad copies, user interviews – isn’t going to be replaced soon, “programmatic work” – attribution, analytics, optimization – is going be immensely easier with AI.

AI is taking over the data heavy tasks so marketers and advertisers can go back to the good old days of being Don Draper and focusing on creative.

Currently, organizations know they need AI, but struggle with finding tools for implementation. The future of AI will take away the burden of day-to-day tasks, allowing more time for developing creative and innovative campaigns.

AI currently addresses these three pain points we have with marketing – lack of reliable, centralized data, talent bottleneck and inability to calculate ROI. Computing ROI on advertising campaigns becomes more traceable now.

AI algorithms enable cross-level data aggregation, generating predictive campaign insights for real-time optimization, otherwise taking mobile marketing teams hours of analysis.

Currently, AI decides which ad copy to display from a fixed set of options. In the future, with Dynamic Creative Optimization, it’ll generate the most effective ad copy on its own.

What if an advertisement could understand you, could interact with you? AI is opening some of those doors right now. It’s getting a bit weird and a lot more exciting.

Currently, AI is limited because we haven’t formulated our process. However, as true internet marketing experts invest into AI to improve their efficiency, we will be able to formulate more and more of the work we do.

Brands and marketers need to understand how AI can augment and complement existing initiatives as opposed to merely substituting them. AI is still in its infancy and relies on people to “teach the tech.”

AI and ML are primarily being used to augment the creative process in marketing and advertising. I know of a few firms who are having ML programs help write copy tagline or help with image compositions in order to be more impactful.

Pure customization. With AI, you can figure out the decision making patterns of consumers and the patterns of what makes them happy enough to buy the product vs not.

Consumers and marketers are beginning to use AI to advance the way they serve up best results to boost e-commerce conversions, content and articles, and leveraging content to boost customer self-service success.

AI will augment marketers capability not replace it. The marketing world is at risk of becoming overly automated – bots are selling things, but with the exception of financial trading, there are not a lot of bots buying things.

AI is already helping marketing process millions of data points at scale to better understand and qualify prospects. The next phase is automating the decision-making and rules of engagement based on that intelligence.

AI-based bots will become essential for marketing insights. Utilizing machine learning to take the guesswork out of marketing decisions will become essential for the perpetuation of creative, exciting, hearts-and-needle-moving campaigns.

There’s a lot of AI faking in advertising right now. As more brands realize the power of AI, they’ll jump onboard. It will become the role of advertising technologists to shape nascent technologies into useful tools for brands.

From 150 martech companies in 2011, we now have 5000+. If we see the VC’s financing trend, the most important funds are aggressively investing in AI. As marketers we need to keep informed about new tools in real-time.

We’ve now moved from ‘mobile first‘ to ‘AI first’, so AI will become the heart of any adtech/martech software. Analytics dashboards will be the first victims because AI has massive comparative advantage in making sense of data.

AI’s role in advertising and marketing is accelerating. Right now, AI technologies are enhancing productivity, freeing up hours of time for creative, strategic thinking while automating tedious yet necessary tasks.

Marketers are using AI for product recommendations, targeting and optimisation. Finding imagery suited to their brand is almost here and eventually chatbots will deliver marketer’s messaging instead of people.

Face AI tracking leads to timely advertising and increased conversions for major beauty brands. Brands can set specific gaze activation steps that would trigger a promotional banner, message or button depending on the product being looked at.

AI makes it possible to finally extract the full value of all the ‘big data‘ at marketers’ fingertips. By dramatically improving targeting precision and uncovering patterns in ad receptivity, AI helps brands deliver more relevant and cost-effective campaigns.

A reliable data foundation will enable marketing and advertising to leverage AI/Machine Learning and deliver personalization at scale. The first step will be to use ML to improve data quality.

NLP, Image Recognition, and predictive analytics, fueled by endless user data, will enable tech giants (and the ecosystem by extension) to transform cluster “personalization” to one-by-one engagement, revolutionizing marketing forever.

Today, AI bridges the gap between data science and execution, allowing marketers to deliver personalized incentives and have full control of the customer journey. Artificial Intelligence Marketing is no longer an ideology of the future; the future is already here.