Humanizing AI Is Key To Improving Analysis Of Advertising

Advertising and marketing professionals have adopted artificial intelligence technology for a variety of work tasks, including the faster and less expensive analysis of campaign effectiveness. However, there are pitfalls with AI that require human intervention to get the most out of analysis of ad creative, according to a report by researcher Ipsos.

“If the AI tools used are not of a high enough quality or assigned to the right use case in the research process, these cost and time savings could come at a price,” the report says, “and that price is in creativity and effectiveness in terms of sales lift and market share growth.”