Google and
Microsoft are building artificial intelligence into their respective ad-creation tools and serving technologies that can tweak algorithms without human intervention. The idea is to get at the core of
intent and better manage campaigns. It's not difficult to imagine. Hints of the shift emerge from brands and agencies in conversations during the MediaPost Search Insider Summit.
Personalizing
content and dynamic advertisements to help marketers manage campaigns will be the biggest push by Bing and Google, as well as a variety of vendors releasing products and services, in 2017.
Brands need to identify the correct time to serve an ad and the type of content it should include, said Jacob Davis, director of digital acquisition at Hilton, during a discussion at the summit. He
still thinks search is "sexy," Machine learning and AI are hugely important to Hilton because the company focuses on personalizing experiences for guests.
What if Hilton knows a guest likes to
stay on the east side of the hotel and needs dark window shades because she likes to sleep in each morning, but cannot because the sun wakes her up? Would the message of dark window shades be placed
in the advertisement or a targeted email message?
Davis said brands must determine the need of the customer and answer those needs in the targeted advertisement.
Data will also
play an important role. "If you don't have healthy data and are putting crap into a machine, you will get crap out and a lot of misreads," he said, suggesting a monitoring system is needed to ensure
better data.
The reality is that marketers using any type of bid optimization system, keyword or advanced creative testing tools have been using artificial intelligence for years, as
Dave Regals, global managing director of search at IgnitionOne, reminded marketers also during the summit.
Some might call this "innovative" programmatic technology, but it's really just the
next phase in search that shuffles in machine-to-human conversations that support and improve on efficiency and transparency in campaigns. The focus on data, machine learning and AI increasingly
puts automation at the forefront for changes to occur on mobile and desktop services in 2017.
The engines that are utilizing deep neural networks will make it possible to support marketers in
everything from managing campaigns to creating better ads.