Artificial intelligence and machine learning are the cover-story technologies of the year. They evoke cities of tomorrow, cures for cancer, jokes about HAL and warnings about Skynet.
But we’ve also reached the tipping point where marketers and advertisers have begun to reap major benefits from AI. Consider that machine learning, able to uncover deep and meaningful patterns in large sets of data, is poised to offset the more than $7 billion in advertising spend lost to fraud in 2016.
Or that AI hands marketers the tools to defeat the perception of their campaigns as “annoying” or “intrusive,” while pushing back against the AdBlocker tide and waking consumers up from ad fatigue.
It can also dramatically reduce the time and cost of feeding a healthy creative optimal rate, continuously producing a volume of high-quality creative iterations necessary to keep consumers engaged.
And it makes teams and strategies more efficient and effective with actionable data and deep insight behind every decision in the continuum, from prospecting acquisition, engagement through customer advocacy. Welcome to the age of advertising AI.