What advances in machine learning and AI mean for advertising
Published: 9th December 2020
Companies have for many years been predicting and suggesting to customers what they want before they even realise it themselves. You’ll no doubt be familiar with the phenomenon of thinking about something you’d like to buy and then seeing it appear as an advert on a website or social media platform a day or two later.
Advancements in powerful machine learning and AI have now meant that this has turned into something known as ‘hyper personalisation’, where personal recommendations can be made based on increasingly sophisticated learning against a growing base of interactions and purchase behaviours. The only real limit to this is the scale at which quality data can be captured to feed into the programme.
This is great news for advertisers and marketers, who can embrace AI powered programmes and their increasingly sophisticated capability and use them to their advantage to make marketing communications more effective. It can also help make business operations more effective when used correctly, as the faster and more accurately marketers can identify, categorise and predict consumer behaviour, the more relevant and persuasive communications can become.
With intelligent targeting becoming more and more in-depth, advertisers need to always keep in mind ethics, data regulation, compliance and privacy. Using technology in the right way will mean mass-personalisation is possible and potentially very successful as long as compliance remains key.
With clear and detailed knowledge of the audience, data and tech strategy, advertisers can ensure that the right people will see the right message at exactly the right time. This means that when AI is used correctly with high-quality information and respect for consumers (especially when it comes to privacy), it can help marketing appear more human, even when it really isn’t.