March of the Bots
Artificial intelligence is unquestionably the buzzword du jour in marketing and advertising today, as brands, ad agencies, media companies and services suppliers of all stripes ramp up investment in new AI-driven capabilities.
Why, AI? As digital advertising has crystallized around one-to-one targeting, the idea is that machine learning can help advertisers reach more and better targeted segments in real-time and at greater scale than has been possible during the reign of the middleman-rich ecosystem currently underpinning programmatic advertising. It’s a brave new world, indeed, driven by bots, software robots or agents programmed to perform specific tasks that learn over time how to perform those tasks more efficiently.
For consumers, the most popular early application of AI is the chatbot, computer programs that conduct conversations via text or voice, often using natural language processing, or instructions that empower bots to use, understand and learn from human language.
At MediaPost’s first-ever Marketing: AI, you will hear from marketers and agencies experimenting with different forms of AI that exist on a variety of platforms, including Amazon’s Alexa, Facbeook’s Messenger, Salesforce’s Einstein, and others. From “conversational commerce” chatbots that carry out customer service functions as well as commercial transactions, to voice/text-based bots designed to become your personal assistant, to full-fledged AI-powered digital media buying programs, the marketing applications are numerous, and growing.
This is not a fad, folks. Marketing: AI has arrived. If you’re not investing in—or at the very least, considering—artificial intelligence as a game changer for your business, then you’re likely already one step behind.
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