Artificial intelligence (AI) is deployed to adapt and personalize marketing campaigns to help brands cut through the clutter.
This story requires our BI Prime membership. To read the full article,AI shows promise in helping marketers automate models for proving return on investment across channels, but it's most common application now is personalization and targeting of campaigns.
AI techniques help marketers improve their understanding of how each medium used in a campaign contributed to the campaign's results. Some brands are using the results to test different price offers to people to see how it impacts store visits and purchases. Campaign optimization is ideal for companies whose products are exclusively sold online, where they can track all the steps a shopper takes on the way to making a purchase. But marketers whose products are bought in person may not have the in-store data available to them, making it hard to know if the algorithm is working.
Then there's the creepiness factor. Remember when a TV news story blaring in the living room about Alexa's ability to order products"We're in the midst of a handoff. They continue to get better, but they're not a human," Mirsky said."Getting over that last leap is definitely challenging."Using artificial intelligence to improve understanding of how each channel used in a marketing campaign contributed to the business goals.
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