AI’s Increasing Role in Advertising

We all know that AI is playing an increasing role in everything these days. If you work in advertising, it is essential to know how exactly AI and its associated tools are affecting the business. Simply knowing that these things make your job easier and faster won’t allow you to take full advantage of the possibilities. 

There are specific points that you should learn and keep in mind if you want to use AI to your benefit in advertising. And new tools are helping to target minute aspects of the trade in ways never before thought possible.

Use AI agents

What is an AI agent, exactly? Well, it’s not just one thing. It is the collection of tools that advertisers use to help them come up with ideas, plan, and execute their work. AI agents aren’t just there when you need them, they become fully integrated into your departmental operations, continuously processing and analyzing data necessary for strategic planning.

Everything from chatbots to CRMs use AI to assist advertisers in optimizing their work. Data quickly becomes outdated, and AI is tremendously helpful in keeping people on top of the latest information. When you are personalizing ads – for example, with a service like fatads.co – or emails, you need to know who you are targeting and what their preferences are. These things are changing faster than ever.

Answer engines

Answer engines already have visibility, but they are becoming much more refined and effective. Standard search engines simply churn out responses based upon keywords and highest-percentage matches with their algorithms. But answer engines are different. The responses that consumers get from them are much more nuanced, and they speak directly to particular questions.

There are several advantages to this:

1. There will be an increase in the amount and quality of “earned sources.” This refers to customer reviews, shared content, and any other third-party information that helps to boost a company’s reputation.
2. “Owned sources” will gain credibility. This is content that companies themselves produce. When it becomes clear that earned sources and owned sources are in sync with one another, this gives companies a major boost and additional awareness among the public.
3. With a more precise idea of customer needs and opinions, brands can more accurately craft their messages to align with what their target audiences want.

Hyper-personalized advertising

This leads to the second essential function of AI in advertising. The idea of personalization has been around for a long time. It is a well-established fact that people overwhelmingly – one study says 78% of respondents – prefer personalized ads. 

But hyper-personalization is a different level altogether. What it does is turn information gathered from online purchases into advertisements automatically. Imagine your ideal products or services coming to life right before your eyes, and receiving notices about them at precisely the time and in the way that you personally need. The idea is still in its early phases, but it is taking shape fast.

Specialized AI tools

Specialized AI tech is more than just a name for high-grade tech. These are tools that are specifically designed to fulfill particular tasks. In their unique designs, they can out-perform other AI tools. Examples include:

• Computer vision for brand monitoring. This technology is designed to scan content across the Internet and social media to assess how particular brands are represented visually. It is an excellent tool for analyzing trends, conducting competitor analysis, and more. 
• Emotion AI. This tool scans customer interactions with companies to assess their emotional responses to interactions. This is an important function for advertisers as written words can often be very difficult to unpack. Emotion AI has a super-advanced ability to draw out the real emotions behind customer interactions.
• Voice AI. We have definitely come a long way since the days when one monotone computer voice was the only sound that companies were able to produce online. But there are still oddities and discrepancies in how brands operate across different media. Voice AI helps to assess these discrepancies and assist companies in making their voice offerings more consistent.

Predictive analytics gains new angles

Predictive analytics has been around for a while, but it is set to take off in new directions this year. Ever since the advent of AI, predictive analytics has done an incredible job at giving people additional insight into markets, trends, and future outcomes. But now it is going even further.

There are now a greater number of sources being included in analytics. Rather than simply analyzing consumer behavior, a wide range of factors go into analyses, including local events, politics, and even the weather! In other words, no stone is left unturned. And while there is some (legitimate) concern that certain factors might result in inaccurate analyses, it is the job of advertisers themselves to sift through results and make informed conclusions.

An exciting time for the business

Thanks to AI, tools are becoming more and more useful to the advertising industry. And while it shouldn’t be allowed to simply run rampant without human oversight, the advancements are generally going to have tremendous benefits for companies and consumers alike. If you are in the business, keep up with the news to see what the latest is in AI!