How A.I. is changing the face of digital marketing

Artificial intelligence is an umbrella term for types of technology that enable machines to mimic human intelligence, for example the ability to understand and respond to the environment, problem solve and understand human speech.

It’s an exciting technology trend for digital marketing and advertising and with digital ad spending overtaking TV ad spending since the end of 2016, advertisers and marketers should be innovating and investing in digital advertising.

These advances have led to the development of our award-winning AI powered segmentation tool, the ATOM, which serves creative to the most relevant target audience, therefore fully optimising ad campaigns.

For many though, despite widespread media coverage, the specifics of AI are often lost, misunderstood, or even unreported.

Here, we attempt to clarify what AI is and present some digital marketing trends we should look out for as AI increasingly infiltrates our lives and approaches to business.

Bots

Bots are programmes that operate autonomously. One popular type of bot is a chatbot, which is able to use human language to communicate with humans. Bots are already used by many brands; in fact Microsoft CEO Satya Nadella claimed that ‘bots are the new apps’.

One way in which bots are being used currently is to predict the success and popularity of social media posts. The New York Times used Blossom, an intelligent bot within the messaging app Slack, to predict how articles or blog posts would perform on social media.

Facebook posts recommended by Blossom on average have been getting 120% more clicks than non Blossom-powered posts. In the future, more brands may take a technology driven approach to select and promote social posts and even adverts.

Ad personalisation

Ad personalisation is a huge aspect of digital advertising, with channels allowing for audience segmentation based on interests, demographics and online behaviour.

However, ad personalisation requires collecting, analysing and interpreting huge amounts of audience data, as well as having the understanding to apply it appropriately.

Brands and marketers can automate such processes by employing AI technologies to carry out the collection and analysis of audience data – it is likely that as computers get smarter, they will be able to interpret and understand such data too.

With these machines in place, there should be more time for creative brainstorming and high-level planning (until they can do that too!).

Our new specialist tool the ATOM, gets the best creative in front of the most responsive audience to take the guesswork out of targeting. It allows us to collect huge amounts of data on audience interests, demographics and purchase intents.

Using the ATOM, we can work out clever rules to apply the data to make the right advert content and creative to target the exact right group of people. The ATOM is just one example of using big data and applying it intelligently in social advertising.

Image recognition

One of the most exciting and possibly most important developments in AI is image recognition. If we want machines to be able to ‘think’ like us and mimic our ability to respond to our environment, such as in the case of self-driving cars, it is of vital importance that they are also able to ‘see’ like us.

Computers are now able to identify and recognise simple objects and scenarios. Although these abilities are negligible compared to human vision and perception, these building blocks of computer vision have enabled some important technological developments, and continue to do so.

For example, Pinterest use object recognition to identify which products appear in pins that are liked, pinned or repinned by users. They then use this technology to boost pins and recommend relevant pins and ads to individual users.

These examples are just a tiny glimpse into the potential AI has to change our business and marketing approaches, as well as our everyday lives.

Find out how our AI powered segmentation technology, the ATOM, can generate your perfect audience based on consumer intent through AI segmentation analysis so you can get the right messages to the right customers at the right time.

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