AI or Artificial Intelligence has the potential to make many of the challenges faced by advertisers look less daunting. By lending power and insight to current programs such as, ad effectiveness, consumer engagement, brand safety and cross-device targeting, AI can actually be the ideal partnership between agencies and brands where people and technology function seamlessly for more effective and faster output.
In UX or User Experience, more data and more powerful machine learning will have the ability to figure out minute details and personalize the customers’ experience even as AI evolves and becomes more efficient. With the help of image recognition and natural language processing enabled by AI allows users will be able to interact with their devices much more closely and for more uses. Like super efficient sales personnel, chatbots powered by AI will provide product recommendations. Beck Kloss, senior director ads and merchandising at eBay, explains, “In the future, we can instantly know the person, steer them to the right part of the store, surprise them with something they didn’t even know they would love.”
Media buying is a major challenge especially when planning on an advertiser’s schedule, e.g. buying time when a show is on. There is the risk of showing the same ad to the same consumer on different devices when digital buys across various platforms are not in sync with each other. Since TV audiences are found across traditional linear TV, over-the-top, on-demand platforms and digital and social channels, a lot more optimization is needed while buying media space. It is now possible to pinpoint a customer’s receptiveness to an ad with the incredible number of data points that AI processes in real time.
“Ultimately, the marketer is becoming smarter with AI, and can use their smarts and expertise in various active and leveraged ways to help campaigns do better,” says Mark Torrance, CTO of Rocket Fuel, a predictive marketing platform that uses real-time data and AI.