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Artificial Intelligence Marketing (PDFDrive)
Artificial Intelligence Marketing (PDFDrive)
Contents
Introduction 3
Conclusion 13
About Adgorithms 13
Introduction
Cognitive technology, or artificial intelligence changed our work from creating things to
(AI), has always had a way of capturing the overseeing machines that create things for us -
public’s imagination. For tech enthusiasts, cognitive technology could free us to start doing
constantly imagining how new technology can the work we love doing once again.
improve the efficiency and quality of everyday
life, debates surrounding the open-ended Nowhere is this more true than in the world
potential of autonomous computing has of marketing, where digital media has reduced
generated plenty of excitement and optimism. much of what was an empathetic and creative
To the general public, however, the upside profession to data entry and machine
hasn’t been as clear to see. supervision. AI will not take marketing jobs
away, but enhance them, allowing marketers
Mention artificial intelligence to the average to refocus on understanding customers and
person on the street, and that person is crafting messages that appeal to their needs.
still likely to think of villains from dystopian But before this can happen, marketers must
sci-fi films like The Terminator or 2001: A learn to trust machines to handle a certain
Space Odyssey’s HAL 9000. More grounded amount of the work they do today so that the
predictions of an AI-assisted future are still two parties can effectively collaborate and add
fraught with concerns of job displacement and more value to organizations everywhere.
the de-personalization of everyday work: a Tech
Pro Research survey found that while 63% of
respondents agreed that AI would be good for
their businesses, 34% found the concept of AI
to be frightening on a personal level.
It’s unlikely that this level of personalization will to grow by 29% in the next eight years. Human
be necessary in marketing, but the example translators are actually in higher demand
speaks to how key it is that humans feel because AI isn’t capable of tracking the small
comfortable with the role their computerized nuances of language and effectively mimicking
assistants play in the work that they do. That’s human speech. The computers eliminate much
not to say that marketers will be able to make of the basic translation work, leaving humans to
all the decisions about this balance - regardless work out the kinks.
of what they think, there are certain tasks
that AI will simply be better and faster at. But This kind of cooperative, calculated balance is
marketers are more likely to feel comfortable key to effective human-machine collaboration,
with cognitive technology if they have some but it’s still quite rare in the world of marketing.
input in determining its exact role. Because the ad tech most companies rely
on doesn’t feature artificial intelligence
Another key consideration in determining fully, humans still spend far too much time
AI’s role is to remember the limitations of this monitoring and programming their digital tools
cognitive technology. Translation services are just to ensure they do their jobs correctly. The
coming to rely more and more on artificial modern marketing landscape has become
intelligence, as machines are capable of so complicated that without more cognitive
translating a high volume of content that technology to back them up, marketers will
would not have otherwise been cost-effective become more bogged down than ever by
to produce. But that doesn’t mean translators menial tasks and less likely to reach their full
are packing up their things and looking for new potential.
work - on the contrary, the industry is expected
journeys at the individual level, and allocating behavior that occurred mere hours ago so that
budget so that marketers can spend more the ad any one consumer sees at 12pm may
time understanding their audience’s needs and be different from the one she sees at 1pm. This
crafting messages that address them. kind of attention to the smallest details and
ability to adjust and optimize campaigns on the
level of the individual consumer is something
HOW COGNITIVE TECHNOLOGY
that cannot be expected of marketers or even
CAN HELP data analysts.
20% of executives who haven’t And because artificial intelligence can learn
from its choices without the need for human
yet adopted AI cite lack of supervision, it’s also able to both notice and
clarity regarding its value apply insights that human observers wouldn’t
proposition catch in the first place. Cognitive technology
could enable programmatic platforms to notice
Source: Forbes
and automatically outsmart ad fraudsters,
rather than wait for human assistance to create
new rules that dictate its behavior each time a
new way around the system is created. It could
also perform a kind of extreme multi-variant
This doesn’t mean that modern marketing will While the process of shifting from machine
look much the same way it did before the digital supervision to collaboration will require
revolution - plenty of time and effort will still retraining, these new jobs are likely to produce
Conclusion
Cognitive technology promises to solve Cognitive technology is easy to implement
many of the problems that plague modern and even easier to use - the hard part for
marketing today, but only if companies marketers will be letting go of the control
are honest with themselves about what they have over menial aspects of their work
problems are relevant and what causes and to start considering the opportunities
them. Carelessly inserting cognitive that AI marketing will create. That goes
technology into your employees’ work not only for individual marketers, but for
processes will only cause confusion and entire organizations, which must reshape
resentment, and likely have the opposite of themselves to maximize their value.
the desired effect on productivity. Proper The more faith marketers put into the
implementation requires communication, possibilities this new future could bring
flexibility, and perhaps most importantly of about, the more productive the eventual
all, plenty of patience. solution will be.
About Adgorithms
Founded in 2010, Adgorithms liberates marketers from the pain and complexities of
modern marketing. Their signature offering “Albert” is the first-ever artificial intelligence
(AI) marketing platform, and acts as a highly intelligent and sophisticated member of a
brand’s marketing team. Albert is able to perform many of the manual, time-consuming
tasks that exist throughout a marketing campaign – from digital media buying to execution
to optimization, and analysis. Albert additionally offers proactive, ongoing insights and
recommendations on information he has learned and uncovered along his journey. Leading
brands such as Harley Davidson, Evisu and Made.com are leveraging Albert to increase and
accelerate revenue, make more informed investment decisions and reduce operational
costs – all at a pace and scale not previously possible. For more information, visit www.
adgorithms.com