What Is AI in Advertising?
Artificial Intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. AI for advertising is an umbrella term that describes technologies like machine learning, computer vision, process automation, and dozens of others. AI has positive impacts on the advertising industry as it can analyze large sets of data more efficiently than humans. The most advanced AI learns from this data and improves its analysis, recommendations, and predictions over time. AI technology predicts how ad copy and creative will work best in an advertising campaign while using insights from consumer interaction to optimize and enhanced performance.
AI is being utilized far and wide in the advertising and marketing industries. Many tasks being handled by AI, and other machine learning, is making user experiences possible that were not achievable only a few years ago. AI is doing far more than just housekeeping, it is doing the heavy lifting to enable personalization and meet the rising demands of consumers. Keith Eadie, Vice President and General Manager of Adobe Advertising Cloud notes that features within the advertising platform can optimize search, display, and video ads, and that AI is even making adaptive ad buys based on human-set goals. In short, he says “Automation and AI are amplifying what is possible for humans to do.”
For some time, social media has been immune to AI, much of it happens in real-time and allows for real-time optimization. Working within social media you have to nail the right tone, tenor, and timing, which is something AI hasn’t been able to do. It’s machine learning, you have to teach AI what you want it to know, it can’t just “pick up” a new skill or tone of voice as humans can. But with a new dawn of technology comes new dawn of social media. The data we can now receive from AI goes beyond when our audience is online and what they’re interested in, AI can help us boost our conversion rate by drastically increasing relevance and resonance of copy and imagery. And many tools are helping social media marketers craft ads and copy based on their audience’s historical emotional engagement. How? AI.
How is AI Changing?
The marketing and advertising industries are at the center of a seismic change in the way people engage in the world around them. The AI-powered conversational intelligence and voice-enabled platforms, like Siri and Alexa, are significantly changing our idea of what digital marketing can do. Now that there are personalized ads tailored to consumers, a general message doesn’t cut it anymore.
What Does This Mean for the World of Advertising?
AI already has advanced data collection capabilities, however, with growing technology, there is always room for improvement. Within the next few years, the amount of data expected to be analyzed will double. This will allow for an increase in the number of predictions and recommendations AI will use to create better content for the consumer. With less time being spent on analyzing data, it creates more time to connect with the consumer through creative development.
How Can We Help?
Marketers are highly valuing the world of AI and are already planning to use it to better target their audience this upcoming year. ON Advertising is well-versed in using different strategies to assist and enhance your advertising experience. By using AI techniques, such as customer segmentation and content generation, we are able to personalize content to better appeal to the consumer. All social media platforms and Google offer customization to select an audience for us to target with our ads, which is done through artificial intelligence. We are able to select our audience based upon age, gender, location, behaviors, interests, language spoken and more. This allows us to run ads for many clients at one time and target different audiences based upon what we determine needs to be selected for the client. We use the audience selection to ensure that our message and ads reach the appropriate individuals without spending unnecessary money. For more information on how we can help you reach your AI marketing goals, contact us today to learn more about our services and how we can help market your business using AI technology.