Artificial Intelligence in Marketing and Advertising

With the availability of data and the workforce required to analyse data companies are having to resort to using artificial intelligence to help process and utilise this data. Everyday uses for this processed data can be used for the marketing and advertising of a business.

Image Detection

The use of image processing has many different applications for advertisers. It gives us an insight into what images tell us about what our consumers want from our brands and products.

Brand usage

When a user posts a picture to social media, they are often telling people a lot about themselves and the brands they use. The image may indicate usage of a particular product, some demographic information about themselves, or satisfaction with a product. If advertisers analyse photos like these on a mass scale quickly, they gain significant insights into how customers are using their brand. Which can then be used to help reinforce the brand image in advertising as well as promoting a particular feature that customers claim to enjoy.

Evaluating current advertising

Analysing the effectiveness of a piece of advertising content can be quite tricky, especially pre-launch because it can be challenging to find appropriate metrics. Having to interview or survey many people can be too costly for a lot of businesses. Using AI to that testing for you, however, takes far less time and far fewer funds. Using AI to detect where customers are looking, how they might respond to calls to action and even analyse how creative the ad is. Providing great insight as to how a potential ad might perform before customers have seen it.

Media Buying

Real-time experience tracking (RET)  is a concept in which marketers monitor customer usage of particular channels and rank their importance relative to the goals of the company. Doing so allows companies to track customer usage of particular channels in real time. Providing them with the opportunity to detect and buy advertising on the channel with the most user activity. Now imagine doing this automatically using AI. The AI learns over time what channels result in the best click-through rates and view rates and then automatically buys advertising based on these factors. Taking into account any other inputs that you set (such as your rating of channels).

Integration with CRM

Now say what if instead of using a RET scale you wanted to automatically search your CRM system to decide when and where to buy advertising. This is also possible with AI using a program called ZenIQ. Their AI bot scans through your CRM system watching for buying cues and allocates advertising to whatever channel the user expresses interest in.

Automated allocation of products based on needs

Most of us are familiar with how Google recommends products and links to us based on our search history. Well, what if you could take it a step further. What if you could use a customer’s search history and social media to recommend products. Privacy becomes a concern using technology like this. But with proper authorisation companies could have a bot scanning for signals looking for what products customers need. Then promoting those products to them on the channel that the customer is using.

Facebook was caught out a few years ago doing just this. Their algorithms were able to determine a woman was pregnant, and provide her baby-related advertising, without the woman publicly posting that she was pregnant.

Consumer usage

As time rolls on more shops are going to adopt a more technological way of inventory control. A popular method that is coming to market is sensors around the store that detect whether a product has been picked up and by whom. Using this data, advertisers can manage what products customers want and then offer advertising for those brands in real time.

Say for instance you go into a shop for a bottle of coke. You see that it will cost $3.99 and you think that’s too expensive, so you put it back. Now, what if in that same situation you put it back. Then as you walk out of the shop you see an ad for a bottle of coke 40% off. You walk back to investigate the incorrect price, and the price tag changes in real-time to offer you 40% off when you approach the shelf. Incentivising you to buy the coke. With AI this is a genuine possibility and is becoming more and more likely with shops like Amazon Go.