For countless years in the advertisement industry, the intensive planning, creation, and implementation of effective advertising campaigns have always been marred by the unavoidable and unpredictable element of human guesswork.
However, the oncoming storm of artificial intelligence development (including pattern recognition) and implementation is quickly beginning to reduce the effects of this troublesome variable: more and more customers and potential customers are being exposed to advertisements that are considered both appealing and useful.
One of the key objectives of digital marketing is to provide customers and potential customers the correct message at the best time possible, with the goal of achieving a result or gaining a lead for the advertiser.
A significant downside to this, however, which any regular user of the internet can attest to, is that being harassed across multiple websites and search engines by an advertisement that’s either completely off the mark or just plain annoying is a grating yet common experience.
As priorly mentioned, the root of this irritation stems from digital marketers simply being forced to use guesswork in the planning and the execution of their marketing campaigns: this unpredictability also affects the marketer’s results, as their intensive efforts and hours of hard work may often go to waste.
Thankfully, modern innovations are constantly improving and streamlining every aspect of the industry; from internal infrastructures, such as the operations of IT departments, to front-end customer service channels, like help desks.
Artificial intelligence is ever poised to push the creative process and the industry as a whole to exciting new heights and levels of profitability.
A recent study undertaken by the company Adlucent discovered that 46% of polled consumers want their perfect online experience to include free access to web-resources that only offer advertisements relevant to their interests. The same study also indicated that 58% view tailored content as a massively positive boost to a brand’s reputation.
Further developments in artificial intelligence technology are altering and improving upon the existing methodologies of the testing and launching of advertisements.
Two recent examples of such modern innovation and development come from the technology giant Google and the technology development company Bidalgo.
Google’s tool smartly and automatically changes its advertisement content based on users’ searches and recorded internet activity: this refined feedback allows advertisers to streamline and reduce the amount of aforementioned guesswork in their advertising campaigns.
Bidalgo’s ‘Creative AI’ tool reports to advertisers their users’ favoured advertisement choices and interests, allowing them to quickly optimise their campaigns and strategies for a greater impact.
As you can imagine, each tool is invaluable to a digital marketer and will no doubt help push the advertising industry to the next stage in its evolution.
In 2017, Japanese creative planner Shun Matsuzaka of McCann Japan unleashed the power of the world’s first artificial intelligence creative director.
Their goal was to create an impacting and memorable advertisement for breath mints that would resonate with viewers. They fed the artificial intelligence a data set of award-winning advertisements… and the generated result was as bizarre as it was ultimately effective.
The outright surreal concept of a flying dog clothed in a business suit won out, and it was backed by two hundred plus executives in favor over the alternate choice: a human-created choice of a woman painting on a building’s rooftop.
Experience shows the value of A/B testing has a tremendous value that can save a lot of time and money whilst also providing invaluable data when developing future marketing strategies. The question yet to be answered is whether artificial intelligence can fully replace these tried and proven methods.