Artificial intelligence could never replace the creativity of the human brain…
Or could it? The use of AI in marketing and advertising has mostly been satirized by the media, probably because media professionals are afraid of being replaced. Naturally, we don’t like the idea of machines being able to do what we can do. It hasn’t been a concern until recently, but computers are beginning to reach beyond programmatic advertising. Last year, an artificially-intelligent computer wrote an entire commercial for Lexus, the first advertisement written entirely by an AI. And it wasn’t half bad.
Today, an artificially intelligent computer is nearly as complex as the human brain. So why wouldn’t it be capable of creativity? Its methods of learning and incorporating new information may be different from ours, but the result is still a halfway decent ad. The best part of AI is its capability to process huge amounts of data, including information on what ads are most successful. It uses this information to create new ads that it thinks will work and tests different variations.
Artificial intelligence can improve targeting immeasurably
The challenges in advertising that have come with the digital age are limitless. There is more consumer data available than any human, or even a team of humans, could process and analyze. Programmatic advertising without next-level data analysis and yes, artificial intelligence, floods consumers with irrelevant ads. Even with ad targeting, people can never be grouped with 100% accuracy, and this makes ROI (return on investment) difficult to calculate.
However, AI is capable of processing blockchain data and using it to present consumers with only relevant ads. The blockchain is a decentralized system that stores data from online transactions; anyone can access it, but it’s a tremendous amount of information, and current ad targeting technology isn’t equipped to use it for directing ads on the individual level. AI can target specific users and even identify new audience segments for a business to target based on performance data.
AI can optimize ad performance
Artificial intelligence can also use performance data to optimize spend, target specific audiences, and reach set KPIs (key performance indicators). This process can be automated to save tons of time for the human workforce so they can focus on other things.
Aside from creative and analytic capabilities, AI-based advertising algorithms are capable of monitoring online activity much faster than the average computer. This can help prevent fraud bots from clicking and bidding on ads. Fraudulent ad activity costs advertisers billions of dollars per year that is inadvertently spent on advertising to bots rather than humans.
Here’s why you shouldn’t be afraid of AI
It may seem like computers are on the way to replacing humans in the field of advertising, but that isn’t actually true. By learning to work with AI instead of fighting it, you can adapt to the changing industry and give yourself a leg up on the competition. AI optimizes and streamlines the most time-consuming parts of the job: ad buying, data analysis, and the tedious parts of the creative process. By using AI to create smaller ads and short copy, creatives can give themselves more time to work on longer and more valuable projects.
If you want to stay ahead of the curve, you need an agency that is never behind. At Copy & Art, we are always learning; we know that artificial intelligence is the wave of the future, and we don’t intend to be left in the past. If you want to ride the wave with us, email email@example.com call (914) 607-7888.