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We are officially entering a new era of marketing, according to Product founder and chairman Aaron Shapiro. Here’s a glimpse into the AI-powered future of advertising.
Hardly a day goes by that we don’t hear about some exciting piece of AI news. ChatGPT is everywhere, and it only seems to be growing; back in January, Microsoft invested $10bn into OpenAI (the company behind ChatGPT), and Mint Mobile released an ad that was scripted by the AI-powered chatbot.
While ChatGPT, Character.AI, MidJourney and all the other new AI models are extremely fun to play with, today’s real-world uses haven’t gone very far beyond making it easier for students to cheat on their essays. And in recent weeks, the pitfalls of AI (think racist chatbots and Google’s recent Bard debacle) have largely been dominating headlines.
But under the radar, AI-powered innovation is transforming marketing as we know it.
We’re entering the era of autonomous marketing. Here’s a look at some of the ways AI is currently changing the ad game:
Algorithms are outperforming humans at finding target audiences
Facebook and Google’s algorithms are already far better than humans at identifying target audiences. The human media buyer has been relegated to merely deploying these algorithms and letting them do their work. The rare companies that can outperform Facebook and Google have unique datasets that they apply to their own machine-learning algorithms.
Other digital marketing platforms like Taboola and TikTok have their own algorithms, and analog media is racing to build data-driven optimization solutions. In any of these cases, AI is beating out its human competitors.
Machine learning is progressing toward automated content creation
Content is also increasingly starting to fall into the purview of AI. Today, the leading search advertisers let Google automatically create and test text ads from the company’s landing pages – based on Google’s autonomously selected keywords and audience…
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