August 2021CIOAPPLICATIONS.COM9category of buyers. However, in the digital world, targeting consumers based on different interest, purchase behaviour has also brought forward the need to personalise the content and thereby operate with a bevy of content pieces. This is where companies like Pencil are leveraging AI to create and adapt content to address each segment/cohort needs. In fact, @Kellogg we tested these copies against 100% human created copies and the AI copies outperformed by 2X on effectiveness @ one-tenth of the cost. While AI led content, creation started mainly with performance marketing in mind, the space is evolving rapidly. Today, technology also allows us tosynthesise different content themes that can even help generate big communication ideas. This does not mean that we can do without humans. This just shows that the roles have changed - Machine creates and Humans approve.Media Distribution: With the explosion of digital publishers, it's humanly impossible to manage multiple platforms and execute campaigns without technology intervention. Companies like SCIBIDS leverage AI to accurately optimize programmatic campaigns, to deliver higher ROI across all addressable paid media.While AI is making great strides within the marketing ecosystem and the development of Martech and Adtech solutions are only further fuelling the advancement, there is an inherent danger with scaled AI application in future:1. Advertising content will now have human faces which will be created by AI. With the explosion of digital data and need for personalised content and targeting has now embedded AI deeply within the Marketing ecosystemTherefore, you would be seeing ads of humans that don't have a physical footprint on this earth.2. Sophie, the first humanoid, and other equivalents will become your brand ambassador and within a couple of years, we might find it difficult to even know whether we are interacting with humans or humanoids3. Deep fake app like REFACE APP, you could be in any video and it will be difficult to figure out whether this is fake or real video shots4. Big Data vs Good Data: It is the archetypical signal vs noise dilemma. Big Data does not necessarily mean Good Data and machine analysis and intelligence developed on bad data can lead one totally astray.5. Intelligence developed beyond human comprehension: There could be situations where AI platforms speaking to each other develop their own language and intelligence beyond the perception and comprehension of human minds. A similar situation happened in Facebook's AI chatbot experiments which ultimately led to FB abandoning that particular project.6. Finally, AI biases are already entrenched in our day to day life. Most platforms have algorithms that serves us content based on what we read last time. This is already making the society fragile.While AI-led innovation is at the forefront of everything we see, however regulations are not keeping pace to manage this giant beast we are feeding now. There are no structured organisations that are setting principle and regulations that will drive ethics in the usage of AI in the marketing world. Time will tell whether this beast can be tamed, or have we already fed it enough that mankind might has ventured into a new era...
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