Many Hollywood movies have already made predictions (rather creatively visualized) about how the future would be dominated by Artificial Intelligence and machines would overthrow human anarchy. There would be laws formed in favour of protecting the rights of the machines’ sentience. Well, all this still seems to be a thing in the future. At least some of them.
Is it really the future or present?
The world has been chanting the mantra that “Artificial Intelligence” is the future of advertising. It has been over a decade that it was said. But, is it already existing today? Just so that everyone is on the same page, let’s first understand what Artificial Intelligence is.
Demis Hassabis from Google DeepMind has a very unique way to define AI. He says that it is simply the “science of making machines smart.” How do they become smart? When machines are fully capable of reading and understanding text, seeing and recognizing images, materially moving around the hindrances, hearing sounds and comprehending them, and sensing their external environment, that’s when we can say it is an “Artificially Intelligent” tech.
AI can empower the advertising fraternity from the core. Meaning, if the foundation of advertising & marketing is AI-powered, the CRM systems can easily understand the customer needs based on their buying behavior. This, in turn, makes the communication strategy more focused on the customers and their needs.
It’s a data war out there!
Someone rightly said that data is the new oil and there will be war pertaining to it. When it comes to advertising, there’s data generated in gazillion quantities for the users to consume and sometimes, by the users who consume. These data come in the avatar of measurable impressions, click-through rates, bid levels, demographics, and so much more.
With data that’s a perfect fit for advertising, these AI-powered tools in marketing communications are enabled to detect patterns (for instance, you browse through your Facebook every afternoon for one hour) at scale in the advertising data. These ad platforms can very well predict the revisions that can be made to our advertising campaigns and boost the ad performance against a particular KPI. While the manual (or the human) version would take hours, days, or weeks to analyze the same data, AI does it in seconds and repeats the same across all of your advertising campaigns.
Where are the results of Advertising Intelligence?
So, all these might seem like superficial statements and jargon, but AI has been implemented already in most of the businesses by some of the greatest names in the industry. Putting AI in advertising has really made these businesses use Advertising Intelligence to its fullest capacity.
With the help of AI, what Amazon does is, it shows only relevant products to you, based on your previous purchases, searches, and views. This will eventually increase the chance of you ending up buying more stuff that you are actually looking for, instead of splurging on unwanted stuff.
Who doesn’t love listening to their favourite soundtracks on the go? To make listening to music feel more personal, what Spotify did was simple. It used an AI algorithm to suggest tracks based on your recently heard music, frequently searched artist, songs added to your playlist, and so on.
These are just a few examples of how AI is revolutionizing the advertising & marketing industry. AI has also given rise to chatbots which are extensively used by most businesses these days and have proven to be a very effective way of addressing the queries of the customers. To put it in simple terms, chatbots have improved the user experience.
So, if all this is Artificial Intelligence, what’s Machine Learning then? It is a subset of AI which allows machines to automatically learn and improve from experience. With specialized systems created for this purpose, no categorical programming is needed to add new definitions to the database. Therefore, machines can learn on their own. Now you know why there’s a Suggested Friends category on Facebook, and the People Also Searched For category on Google.
At 3 Dots Design Pvt. Ltd., we believe that keeping up with the latest trends and technologies in advertising will help us deliver the most effective communication to our clientele. While technology is an ever-evolving phenomenon, creativity is somewhat an integral part of our business. While we use it to craft creative communications, other businesses use creativity to innovate new technologies. Being one of the best digital marketing agencies in Pune, 3 Dots Design Pvt. Ltd. also believes in using Advertising Intelligence to devise the most impactful digital strategies. So, if you are in search of a co-pilot to embark into the future, we have our “PitchCraft” ready.