AI Advancements for 2019
February 25, 2019
Artificial intelligence automates “intelligent” processes – i.e. human-esque tasks like decision making, problem solving and learning – that would otherwise require human intervention. And because computers are lightning fast, AI works and acts with speed and precision that mere mortals could never hope to achieve. Here is a quick look at how we got here:
Stretching the timeline into today, we now have smart home devices, AI-fueled bank fraud protection, and online customer chat bots making life easier for humans. And though AI has been on the map for quite some time, it’s marketing use has yet to be fully realized. Here are some AI trends we think we will see for 2019:
More Advanced Data Processing
As humans, we are unable to process massive amounts of data quickly. Machine learning algorithms and AI technology is quickly catching up with the volume of data produced, and vastly improving ad performance. The numbers don’t lie. In our recent Omnibus study with Advertiser Perceptions, we found that 84% of advertisers agree that AI and machine learning will improve performance.
While marketers have always used data as much as they could, many ad campaigns still involve educated guesswork from marketers. However, the growth of AI in the new year will allow for more truly data-driven marketing campaigns, where AI will allow data to be more properly used and integrated into each ad campaign.
Journey Optimization with Advanced Algorithms
Advertisers use a variety of creatives for the success of their digital ad campaigns. The AcuityAds Journey Compression Algorithm helps marketing campaigns to shorten the consumer journey by optimizing towards the shortest path-to-conversion. Consumers are mapped across a wide array of devices and platforms, and our AI helps to choose the ad format that best serves the specific campaign. Our technology sees algorithmic optimization of the consumer journey by understanding the best sequence of creatives to expedite the conversion process. The result is a smarter, faster, more efficient way to connect with audiences.
People are busy, complex, and flippant. Our consumer journeys look less like Candyland game boards and more like Jackson Pollock paintings. Our crazed paths-to-conversion will only get crazier as technology continues to progress. AI-powered audience characterization will result in marketers truly grabbing audience attention by:
- Precisely determining a person’s needs and desires at the moment it matters
- Quantifying his or her value to a marketer’s objectives using advanced decision science to understand consumer propensity to convert
- Bidding accordingly for their impression in real-time
This completely changes how marketers identify people through their consumer journey. There’s no guess work, and no more creating segments for various funnel stages.
AI automation is a must have for the new year. It gives campaign managers and traders opportunities to spend time on the right things, rather than repetitive processes. The result? Much happier clients.