Artificial Intelligence (AI) and Advertising

Artificial Intelligence (AI) has built up a reputation as the game-changing robot tech of the future. With capabilities like decision making and learning, AI makes it possible for computers to perform tasks that would otherwise require at least a little bit of human input and intelligence. Its automated abilities might make it seem like a far-fetched futuristic movie plot. Still, AI’s implementation is already making waves. Check out a couple of the ways that AI is bringing advertising into the future: 

Behind the Scenes

AI is transforming advertising on all levels, but where it’s leaving arguably the most significant mark so far is behind the scenes. AI can analyze and adapt to large sets of data efficiently. Therefore, more and more companies are beginning to use AI for identifying and segmenting audiences, for optimizing budgets, and for honed-in ad targeting, which is all performed automatically. AI has become a behind the scenes advertising hero because it can automatically take actions based on best practices and data. This saves enormous amounts of time for someone who would otherwise have to perform these actions manually. It’s got an almost instant ability to examine and understand massive sets of consumer data at scale. As an added bonus, it’s also got the ability to use that data to create an optimized budget and streamlined targeting strategy. It’s clearly already making a dent in the research and optimization process for advertising, but what is most surprising about all of AI’s behind the scenes work? With its limitless potential, it seems like these optimized processes are only scratching the surface of where AI will take the future of targeted and automated advertising. 

AI Creative

What will always play a significant and forward-facing role in advertising are copy and creative. Gathering data from consumers and using what’s most effective, AI-powered machine algorithms are starting to lend a helping hand when it comes to ad creation. In 2018, Lexus decided to take the leap with AI creative and made the first AI advertisement of its kind. The ad came from The&Partnership London, was directed by Kevin MacDonald, and had content that was 100% created by AI. The AI-generated script featured on-brand and classic car commercial elements, including a Lexus car engineer perfecting his work, a car crash test, and a scenic drive. The ad was created after AI analyzed human emotional responses. It also studied years of award-winning car advertisements to specify data points to create each scene. AI isn’t necessarily at the point where it can substitute all human creative work, but take a look at the ad for yourself and check out the potential. It’s way too early to rule out the innovative capabilities of AI. With more development, AI could easily be on its way to providing a worthy alternative to all kinds of human-created content. 

Efficiency for All

AI also brings something else new to the technology table: it can identify colors, shapes, and prints. It’s been used in various search engines before with reverse image searching. ASOS is one of the companies making a big move with this AI advancement, rolling out a visual search option. The tool enables shoppers to take a photo of their fashion inspiration (whether it’s someone else’s outfit as they walk down the street or a screenshot of someone else’s shoes on Instagram) and put it into the app to find similar ASOS options. AI technology analyzes the image and then searches through the site’s products to provide the user with related looking items. The technology is still being developed further, so it has its flaws. Still, it is undoubtedly a big step with AI. It opens the door for all sorts of advancements in efficiency and convenience for users. 

Creating Connections 

Social media has undoubtedly made its mark in advertising. Still, up until now, it’s relied heavily on emotional intelligence and human-powered connections. AI isn’t quite there yet with understanding human intuition. Still, it looks like AI-powered social media might be right around the corner. Some companies like Instagram are using AI on social media to take a stand. Instagram uses trained AI to detect bullying and harmful posts in all user content, including comments, videos, and posts. Most recently, the company introduced an AI feature that gives a notification to users before they post a comment that may be considered offensive. AI triggers a “are you sure you want to post this?” message, encouraging the use of positive, supportive comments. Other companies like Persado are working on catering AI technology to social user’s wants and needs by creating AI-generated social media ads and responses, all based on 15 different user emotions on three different levels. The ads are based on previous user engagement, and they combine copy and images to create social posts and advertisements personalized to each individual user. With creating social media content and monitoring it, keep an eye out for AI online—it’s quickly working its way onto social feeds everywhere. 

Whether it’s sorting through data or coming up with creative, artificial intelligence is becoming a big player for advertising on all levels. And while it’s safe to say that no one knows what the future will hold, with AI, it looks like the human dependency is on its way out, and automated efficiency is quickly on its way in. Don’t let it pass you by, because AI advancements are rolling out fast. If you’ve been considering incorporating AI into your own business or advertising plan, keep these implementation ideas in mind and don’t be afraid to take a step into the automated future.

This information is provided by Grova Creative, located in Tallahassee, Florida: a creative agency that focuses on brand strategy, advertising, graphic design, digital, social media, and messaging.