{"id":19536,"date":"2022-03-16T17:22:08","date_gmt":"2022-03-16T21:22:08","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=19536"},"modified":"2022-03-29T10:30:50","modified_gmt":"2022-03-29T14:30:50","slug":"artificial-intelligence-marketing-today","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/artificial-intelligence-marketing-today\/","title":{"rendered":"For AI and Digital Marketing, Convergence Is Imminent"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>While almost everyone has some anecdotal knowledge of working on a project that used a component of artificial intelligence, one relevant question looms: what is AI <em>currently<\/em> doing for <a href=\"https:\/\/www.ceros.com\/inspire\/originals\/basics-of-digital-marketing-nike-asos-ihop\/\">digital marketing<\/a> professionals? We hear a lot about the game-changing and magical transformations that AI is supposed to bring to the industry. But let\u2019s set those projections aside for a second. Let\u2019s talk about <em>today<\/em>\u2014real time, real people. What can AI do for you?&nbsp;<\/p>\n\n\n\n<p>You\u2019re probably plenty familiar with AI, but before we move forward, let\u2019s define the term so we\u2019re clear. Artificial intelligence is the sub-field of computer science concerned with building \u201csmart machines\u201d that are capable of performing advanced tasks, ones that previously required a human. To date, AI has been especially useful in a few fields, including manufacturing. In that area, AI has made it possible to test designs virtually, saving time and money for everyone involved. One example of these virtually-tested designs is a <a href=\"https:\/\/www.accenture.com\/us-en\/case-studies\/technology\/digital-car-seat\">hyper-personalized car seat collaboration<\/a> between French electronics giant Dassault and Tesla.&nbsp;<\/p>\n\n\n\n<div style=\"position: relative;width: auto;padding: 0 0 70.92%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none\" id=\"experience-62324713c53dc\" data-aspectratio=\"1.41011236\"><iframe allowfullscreen=\"\" src=\"\/\/view.ceros.com\/ceros-marketing\/metaverse-digital-marketing-sidebar-2-1-1-1?heightOverride=890\" style=\"position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%\" frameborder=\"0\" class=\"ceros-experience\" title=\"Designers in the Metaverse PQ2 Copy Copy\" scrolling=\"no\"><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p>But that being said, AI still has a long way to go, especially for marketers. While writing bots can produce very basic, fact-based reports, they can\u2019t replace a creative human writer at this point. But there are also areas in digital marketing where AI can\u2014and definitely <em>can\u2019t<\/em>\u2014be of service. Here, we\u2019ll take a look at a few.<\/p>\n\n\n\n<h2>Digital Marketing &amp; AI<\/h2>\n\n\n\n<p>AI is already proving its use as a general tool for digital marketers and advertisers by helping to create strong campaigns, ones that drive brand awareness and sales. Since AI learns as it goes and is therefore always improving itself, future applications\u2014especially in Big Data-related areas and AI-powered systems\u2014can already test a campaign\u2019s efficiency and results using past data to simulate a campaign. Smart sentiment analysis tools and techniques can also facilitate digital marketing in a whole host of ways from the beginning to the end of a campaign. These tools can reach out to potential customers and generate and convert leads with more efficiency, accuracy, and speed than \u201cpurely human\u201d attempts to do so.&nbsp;<\/p>\n\n\n\n<p>On the product side, AI is already changing the game by identifying and predicting product market share before launch and conducting sophisticated competitor analysis. Artificial intelligence is already helping digital marketers cut costs, becoming more efficient and productive. Paul Fernon, a senior manager of analytics at Accenture, says that effective modern marketers are using AI to bridge gaps that previously existed in standard data collection.&nbsp;<\/p>\n\n\n\n<p>\u201c(Successful businesses) are using AI models, analytics tools and techniques to bring together a wide range of previously siloed, structured and unstructured data sets, and merge them with data from ecosystem partners,\u201d Fernon <a href=\"https:\/\/www.accenture.com\/us-en\/insights\/artificial-intelligence\/understand-customer\">wrote<\/a>. \u201cThis convergence of transactional data, demographic data and psychographics that helps brands infer what customers are thinking and when they might make a purchasing decision.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>Brand consultant and copywriter Amy Carr notes that AI increases efficiency more than anything else. \u201cIt\u2019s an amazing research tool,\u201d she said. \u201cWhat used to take weeks at a time literally takes a few hours now,\u00a0thanks to AI. It frees you up to spend more time on creative thinking.\u201d<\/p>\n\n\n\n<h2>Target Next: AI Writers<\/h2>\n\n\n\n<p>A writer might think that their line of work was off-limits to AI, but anyone who has ever used a spell check program could have probably anticipated AI\u2019s eventual encroachment. But now, creatives don\u2019t even have to wonder, because real-world examples exist.<\/p>\n\n\n\n<p>In 2019, a Singapore-based data science center, under the umbrella of the agency Dentsu, launched \u201c<a href=\"https:\/\/www.mumbrella.asia\/2019\/02\/dentsu-aegis-network-creates-ai-powered-automated-copywriter-called-project-leo\">Project Leo<\/a>,\u201d an AI-powered copywriter that cross-references previously produced ads with consumer intent capabilities to produce Google Search ads. The agency reports the project improved click-through rates by about 10 percent and reduced its cost-per-click by over 30 percent. One year earlier, Alibaba <a href=\"https:\/\/hub.packtpub.com\/alibaba-introduces-ai-copywriter\/\">developed<\/a> its own AI-based copywriting tool that can generate 20,000 lines of copy per second. Though the company claimed that the tool passed the Turing test, thus exhibiting intelligent behavior similar to a human, it said the copywriting bot won\u2019t ever replace humans, only supplementing their work.&nbsp;<\/p>\n\n\n\n<p>Writing isn\u2019t the only creative field that\u2019s seeing AI entrants. At the 2016 Cannes Lions International Festival of Creativity, advertising agency J. Walter Thompson (now known as Wunderman Thompson) took home a <a href=\"https:\/\/www.lbbonline.com\/news\/jwts-the-next-rembrandt-wins-two-grand-prix-and-an-innovation-lion-at-cannes\">huge haul of awards<\/a> for \u201c<a href=\"https:\/\/www.nextrembrandt.com\/\">The Next Rembrandt<\/a>.\u201d The art project gathered a group of historians, data scientists, and engineers that apparently taught a machine to think and paint like the legendary Dutch artist, ultimately creating a new painting distilled from all 346 of his works.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The Next Rembrandt\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/IuygOYZ1Ngo?start=2&#038;feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/www.ceros.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>So if they can teach a bot to paint like a Dutch Golden Age visionary, they can probably teach it how to write an email like your average marketer. It\u2019s just a matter of time before these tools attempt actual original, creative copywriting. But will they be able to deliver amazing, believable ads, or the sophisticated writing of, say, Hemingway? <em>And<\/em> without any human assistance?<\/p>\n\n\n\n<p>\u201cAI tools can save you time and sometimes produce a draft that helps along your process,\u201d Carr said. \u201cBut in the end, the writer has to decide the original concept for an article, then work on tone and specifics. AI-powered bots can\u2019t do that, at least not yet.\u201d<\/p>\n\n\n\n<h2>Logic-Based Creative Directors &amp; Big Data Analysis<\/h2>\n\n\n\n<p>In 2016, McCann Erickson Japan \u201c<a href=\"https:\/\/www.businessinsider.com\/mccann-japans-ai-creative-director-creates-better-ads-than-a-human-2017-3#:~:text=LONDON%20%E2%80%94%20In%202015%2C%20ad%20agency,of%20directing%20a%20TV%20commercial.\">hired<\/a>\u201d an AI as a creative director for the agency\u2019s commercial work. The bot, called \u201cAI-CD \u03b2,\u201d was developed through the \u201cCreative Genome Project,\u201d one of the first projects undertaken by McCann Millennials and Shun Matsuzaka.&nbsp;<\/p>\n\n\n\n<p>\u201cOur team didn\u2019t have a creative director, so we thought, why not create one ourselves with artificial intelligence?\u201d Matsuzaka <a href=\"https:\/\/www.marketing-interactive.com\/mccann-japan-introduces-the-worlds-first-ai-creative-director\">said<\/a>. \u201cOur hope is to grow into a world-class creative director that will leave a mark in the advertising industry.\u201d&nbsp;<\/p>\n\n\n\n<p>Since then, creative planners around the world have been inputting award-winning creative work into different databases and using the resulting databases to direct them with specific information about target audiences and how successful certain similar ads have been with them. AI also avoids human error, as it is able to compare and contrast hundreds (even thousands) of images at a speed that an entire team of humans could never do. Using an artificial intelligence tool, the human creative director can spend their time weighing ideas and comparing AI-produced drafts rather than being burdened by time-consuming \u201ctechnical\u201d work that could potentially take weeks.<\/p>\n\n\n\n<div style=\"position: relative;width: auto;padding: 0 0 70.92%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none\" id=\"experience-62324915b8259\" data-aspectratio=\"1.41011236\"><iframe allowfullscreen=\"\" src=\"\/\/view.ceros.com\/ceros-marketing\/metaverse-digital-marketing-sidebar-2-1-1-1-1?heightOverride=890\" style=\"position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%\" frameborder=\"0\" class=\"ceros-experience\" title=\"AI &amp; Marketing PQ2\" scrolling=\"no\"><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p><a href=\"https:\/\/www.aredaram.com\/\">Ared Spendjian<\/a>, a freelance creative director formerly of the advertising agency Ogilvy, was skeptical at first. But recently, he\u2019s come around on the concept. He notes that AI primarily helps him when it comes to production. \u201cWe use AI whenever using Photoshop&nbsp;to retouch images, and&nbsp;in our daily process: when we resize, retouch, change details&nbsp;or place disparate images&nbsp;together,&nbsp;even when searching for images,\u201d Spendjian said. \u201cIt is tremendously liberating and a priceless time-saver.\u201d&nbsp;<\/p>\n\n\n\n<p>But while he lauds AI\u2019s help on the production side, he says it can\u2019t do everything yet. \u201cReally great ads are all based on moments of truth&nbsp;taken from a human experience,\u201d he added. \u201cAI cannot replicate that\u2014at least not yet.&#8221;&nbsp;<\/p>\n\n\n\n<p>Fortunately for the old-fashioned, there will always remain an element of creativity that cannot quite be duplicated by AI\u2014even if that expresses itself in tonal, visual, or humor-based adjustments to campaigns originally developed with the help of AI.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div class=\"myclass\">We hear a lot about how artificial intelligence will be game-changing for marketers. But let&#8217;s talk about today. How can AI benefit you now?<\/div>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":135,"featured_media":19538,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>For AI and Digital Marketing, Convergence Is Imminent - Ceros Inspire<\/title>\n<meta name=\"description\" content=\"We hear a lot about how artificial intelligence will be game-changing for marketers. But let&#039;s talk about today. 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