AI in Advertising

When you think of AI, what’s the first thing that comes to mind? For some, it might be the Hollywood blockbuster film starring A-list actor Will Smith, iRobot. For others, it may be Sophia, a highly advanced humanoid chatbot capable of having hour-long conversations on a variety of topics.

But what is AI?
Artificial Intelligence(AI) is technology that enables computers and machines to simulate human intelligence and problem-solving capabilities. Essentially, AI is a problem solver.

AI in the AD World
AI can be utilized across various departments in the advertising world. Forbes describes Artificial Intelligence as the “bedrock of innovation in digital advertising.” One example of AI’s unique contribution to advertising is through direct targeting when distributing digital display ads (DDA) to specific audiences. Data collection, a crucial part of modern-day advertising, aids in the decision-making process for advertising strategists. Modern times call for modern solutions, and AI, being the problem solver that it is, not only helps you understand your target audience better but also provides much needed insight into the advertising space around you.

Ad agencies worldwide have adapted to using AI in their daily operations. AI solutions such as ChatGPT, Celtra, and Emotiva are just some of the tools employed across various departments to enhance the timeliness of projects and deliverables.

We have seamlessly integrated AI into our operational processes to meet our clients’ needs. All our departments are interconnected through our AI tools, which has increased productivity and supported workflow. AI itself is truly an effective tool in keeping track of and managing our clients’ data, which is then analyzed and used in our research process when tackling their audience’s needs.

No, AI isn’t here to take our jobs…
Admittedly, there are people who are eager to see where technology will take us in the coming years, while others, not so much. It is well known that individuals across various industries fear the increasing reliance on Artificial Intelligence and how it has seemingly reshaped the world.

What happens when the “ultimate problem solver” for humans, leaves nothing for humans to solve?

A major concern about AI is its potential to replace human jobs. For advertisers, AI’s unique ability to decipher copious amounts of data in mere seconds, which it then uses to analyze consumer behaviour, is definitely seen as a plus. However, ad placement, a task normally left up to media planners and buyers, is threatened by the rise of programmatic advertising, which is the method of buying and selling digital advertising space through automated technology. Even graphic designers consider the implications on their role, as AI tools can generate graphics in less than half the time it would take a seasoned artist. More so, the launch of AI software ChatGPT, an advanced AI language model, developed to understand and generate human-like text, also raises a concern for copywriters. AI has the power to generate ad copy, images, and even videos automatically within seconds.

Despite these fears and concerns, AI as a tool has numerous limitations. It cannot think for itself and relies on human prompts to execute a task. There are a few human capabilities that AI cannot mimic such as emotional intelligence, creative thinking and strategic planning, which are essential for producing an effective ad campaign.

Leading advertisers and marketers have begun to view AI through different lenses. Human intelligence combined with the appropriate AI tools encourages a dynamic change within the advertising industry.

Now, if AI still requires humans to function, it begs the question…

Do we really need AI in Advertising?
“Need” is a strong word, but using AI as a tool enhances the creative thought process for those in the ad industry. It also plays an impactful role in the decision-making process by providing us with deeper insights on our target audiences which allows advertisers to give better recommendations to their brands. The recent surge of AI in the ad industry highlights the importance of adaptability for advertisers in this digital age.

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