The coming wave of AI in marketing will be defined by the automation of complex, multi-step processes — not just one-off aspects of a larger campaign. For brands, this will mean relinquishing control, trusting the technology to come in and quickly understand processes comprised of numerous tasks, channels, people and procedures, without messing things up. So let’s start Algorithms to Advertising: 5 Points to introducing AI to Marketing
Obsessively observe and unravel every step in the process :-
Creating artificial intelligence for “self-driving” marketing technology is not so different from creating AI for a self-driving car. In the case of the car, it must know how close it is to other cars. It must know how to make a turn and ensure that it’s in the right position at the end of the turn, when to hit the gas pedal to go faster, what the road conditions are like, and so on — all without the driver telling it what to do.
Understand why human marketers make the decisions they do:-
The AI doesn’t just need to know what steps to take; it ultimately needs to understand why each decision was made, whether it was based on experience, logic and reasoning.
This requires asking marketers and account managers to describe their decision-making process, which can be difficult considering that, as we’ve already discovered, they have no idea what motivated them half the time: Why did you keep these words and ditch those ones? How did you decide your bid size? Say you see a keyword doing well and you increase it by 20 percent — how did you choose 20 percent? What is the best time of day to send stuff to that person? Okay, what about that other person?
Teach technology how to understand abstract information, such as creative:-
Data in the form of words and numbers are unquestionably the domain of AI. So, what happens when technology is asked to process and make decisions that are more creative in nature?
For a human, understanding why certain images and text make more sense as a first interaction with a consumer rather than as a secondary or final interaction is almost second nature. A machine, on the other hand, needs to be told (or programmed) with this knowledge in order to be able to judge images and text, determine where they should appear along the journey, and not have to rely on humans to make these decisions for it.
Program the AI to do things humans can’t:-
AI can process millions of data points in a minute. And every minute, there are several variables — or combinations of variables — that will influence an exponential number of outcomes in any process. “If I do this, that will happen. But if I do that, this will happen.”
In a marketing campaign, maybe this is choosing which of the available headline options is best to use on a specific channel in this exact moment considering its specific audience, their known level of familiarity with the product and so on. The technology must be able to predict the performance of a single headline in relation to all others and specifically under these conditions.
Make sure the AI works autonomously and at an impossible scale:-
Finally, all of this must happen autonomously. Artificial intelligence is not interested in doing the same things as us flawed humans at the same pace and scale. Good AI understands everything that goes into a process and then does it way better and on a far greater — impossible-for-humans — scale. If a human can realistically manage a search campaign with 500 keywords, artificial intelligence wants to manage 200,000 keywords.