How is Artificial Intelligence changing advertising?
Data has transformed the advertising industry. It is no exaggeration to say that accurate user data is now simply table stakes for any company looking to succeed in the business. Recent developments have thrown some potential roadblocks in the path of marketeers’ ability to gather and utilise that information. For the most part, however, the industry is increasingly reliant on data to create and measure the effectiveness of modern advertising.
Pippa Malmgren is the founder of H Robotics, in addition to a former Presidential Advisor, Economist and Author. In her book ‘The Leadership Lab’, co-written with Chris Lewis, she argues that artificial intelligence (AI) is the transformative technology that will finally deliver on the promise of digital advertising. Using machine learning marketeers will be able to personalise advertising based on user data, and deliver it in ways that take context into account:
“One of the main issues here isn’t lack of data. It’s making sense of them.
“AI knows what the customers want before they do. It can uncover customer insights and trends to deliver predictive service. In advertising, AI can personalise advertising to change parts of it, depending on the audience, to include different music or other content.”Pippa Malmgren will be appearing at LEAD ’19Malmgren and Lewis point out that a Salesforce study of 3,500 marketing leaders found that high-performing brand leaders are twice as likely to be employing AI in their day-to-day operations. That report found that the marketers surveyed anticipate their AI use will grow more than 50 percent over the next two years, helping them deliver ‘more targeted campaigns, smarter personalization and higher ROI’.
Small wonder then that a range of companies are racing to offer the de facto AI marketing platforms. Each offer different experiences in terms of UX and functionality, but for the most part they all agree on the potential upsides of AI marketing: Saving time and money; more accurate personalised messages; and ultimately increasing revenue.