November 8, 2018
Artificial Intelligence is changing the way we advertise and market. Attribution algorithms “learn” from daily feedback. Algorithms used for dynamic creative are “testing and learning.” Automated insight engines are modeled after recommendation engines.
At ARF’s workshop on November 8, companies in these spaces shared what, how and why they are using AI to address these business needs. What efforts were needed to persuade management to invest in AI technology? What members on the team have the right skills now to manage data and apply these learnings? Do the results make the investment worth it?
Basic Methods and Uses of AI in Advertising
Paul Donato – Chief Research Officer, The ARF
Henry G. Wolf VII – Data Scientist, The ARF
Paul Donato, the ARF’s Chief Reseach Officer, and Henry V. Wolf, VII, Senior Data Scientist, opened the November 8 Leadership Lab by explaining the history and definition of AI and why it is now growing rapidly:
- The roots of AI began in the 1960s.
- Among the many existing definitions of AI, they prefer this simple one: AI is “software that learns.” In this sense, it functions metaphorically in a way similar to the way a brain functions.
- AI’s recent growth has been fueled by a number of factors, including: new architectures that use less computational power, better hardware, exponential growth in the amount of data such as location and store data and open source software that has increased the accessibility of AI.
Watson Advertising Customer Engagement with IBM Watson
Monica Fogg – Offering Manager Watson Ads, IBM Watson Ads
Monica Fogg stated that IBM Watson Ads believes that AI has to satisfy four features. It must be able to:
- Understand the world the way in which humans understand the world, i.e., be able to deal with unstructured data, not have to rely on specific inputs such as those in a spreadsheet
- Reason, in other words make logical sense out of what it understands
- Learn from experiences and improve over time
- Interact, which meant to be able to communicate with humans by producing words, voice, and/or images that resonate
Reducing Time to Insight Through AI
Ben Royce – Head of Performance Data Science, Global Agency, Google
Ben Royce, Head of Performance Data Science, Global Agency at Google showed how Google is applying AI in advertising, using two examples. Read the article.
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