What AI Development Means for Advertising Technology
The advertising technology sector is always moving forward, often with great rapidity. Innovations abound; how things were done a couple of years ago is no indication that they will operate the same way today.
Rather than finding this frustrating, some of those who work in advertising say this is one of the more thrilling parts of their jobs. They enjoy staying on the cutting edge of tech and finding innovative ways to inform potential customers about new products and services. With that in mind, here’s a look at how artificial intelligence could impact the industry in the coming year.
AI: What Might It Mean for Advertising?
Artificial intelligence is undeniably both the future and the present. But what will its influence mean in the advertising sector? The prevailing theory is that AI will amplify our human abilities. The advantage of machines is that they can process, interpret, and consume vast amounts of data faster than the human mind.
However, humans are still going to be needed to feed data into the system and figure out what to do with the results that are generated. The implications for advertising are long-reaching. AI workhorses, for example, might be able to pinpoint where the most sales are coming from, in terms of age, income, or other demographics.
Humans can then refine their strategies accordingly. They can focus their marketing attention and budget on where it makes the most sense. This should allow businesses of all kinds to better allocate their resources. It is likely small companies with limited budgets that will see the most benefit.
Neural Networks Will Make Advertising Easier
Another aspect of AI that should be considered is how neural networks can be used for the best advantage of those who are trying to sell a service or product. Look at Apple’s Siri or Google Pixel’s portrait mode.
These represent what is considered to be sophisticated AI, but soon, such tech will become integrated into many more programming ecosystems, like those used for highly-targeted advertising. These neural networks can then draw human-like conclusions from the data they generate.
Again, this does not indicate that AI is going to replace humans. Humans will be needed to direct discretionary budgets. They’ll funnel money into advertising in areas of the market where these neural networks say it is best spent.
As you can see, there’s no need to be nervous about the rise of AI. Artificial intelligence will remain what the name indicates, even as it becomes more advanced. It may be “intelligence,” but just because vast amounts of data can be processed rapidly, that does not mean that we will be rendered obsolete. Humans will still be needed to figure out just how to implement that data in the real world.
For those in the advertising sector, AI represents a bold, exciting new frontier. Figuring out how best to use it to our advantage will surely lead to getting a leg up on the competition and generating revenue. This, of course, remains the bottom line in the advertising industry.