As a professor of machine learning, I often get asked how I think artificial intelligence (AI) will change the world we’re living in. To answer this question, I usually find it easier to speak about one of the faster-moving fields of AI—digital advertising, in which AI has been around for quite some time but has always sat on the side of big tech. Now, as technology is becoming more available, you can see how it can potentially change the way we do things.
To paint a picture, in the world of marketing, programmatic systems are a part of everyday life. Through them, the likes of Facebook, Google and TikTok have allowed marketers to reach billions of people, providing these opportunities for businesses both large and small. Today, thanks to AI, even a small business can achieve great success through a global audience, democratizing this opportunity for those willing to work for it. This has given rise to an industry called performance marketing, in which the goal is to use these systems as efficiently as possible to maximize a company’s marketing ROI.
But there's a paradox in the world of performance marketing. For an industry that aims to give the best performance, we tend to do it in a very inefficient manner. There are various business-related reasons for this that are hard to fight against but often brought about by a misunderstanding of how AI works.
One common misunderstanding is the term "audience." It’s widely known that big tech profiles every person who uses their systems—a crucial component of how the internet is able to function in today’s world. But when it comes to understanding those audiences and reaching them, there always seems to be a gap because the way a machine understands a person isn't the same way people understand people.
Continue reading: https://www.forbes.com/sites/forbestechcouncil/2022/09/26/closing-the-gap-between-marketing-and-ai-systems/?sh=6bcb0634c238
To paint a picture, in the world of marketing, programmatic systems are a part of everyday life. Through them, the likes of Facebook, Google and TikTok have allowed marketers to reach billions of people, providing these opportunities for businesses both large and small. Today, thanks to AI, even a small business can achieve great success through a global audience, democratizing this opportunity for those willing to work for it. This has given rise to an industry called performance marketing, in which the goal is to use these systems as efficiently as possible to maximize a company’s marketing ROI.
But there's a paradox in the world of performance marketing. For an industry that aims to give the best performance, we tend to do it in a very inefficient manner. There are various business-related reasons for this that are hard to fight against but often brought about by a misunderstanding of how AI works.
One common misunderstanding is the term "audience." It’s widely known that big tech profiles every person who uses their systems—a crucial component of how the internet is able to function in today’s world. But when it comes to understanding those audiences and reaching them, there always seems to be a gap because the way a machine understands a person isn't the same way people understand people.
Continue reading: https://www.forbes.com/sites/forbestechcouncil/2022/09/26/closing-the-gap-between-marketing-and-ai-systems/?sh=6bcb0634c238
