AI is better than people at creating ad campaigns, study shows.
According to this article from the newsletter and news platform Axios, ad campaigns constructed by smart machines are more effective than humans at choosing convincing ads and placing them where they will matter most, a new study shows. This means that ads reaped greater impressions, brand familiarity or interest, and purchase considerations when picked and ordered by machines than by humans.
The artificial intelligence (AI) and machine learning-based tools used in the study were purely data driven, based on the mindset that “humans and machines need similar exposure to an ad campaign to learn, absorb patterns and predict incomes,” said Axios. This assumption emphasizes hard data and analysis more than traditional approaches to advertising, which view the industry as primarily creative and reliant on human empathy for success. The study’s stance reflects the perspective of this course when applying page ranking to relevant results and auctions to ad slots: they suggest that successful ad choice and placement rely heavily on numbers and patterns gathered over time.
The integration of AI in ad campaigns makes sense, given how much data must be instantly processed to understand and respond to user behavior, and is not a new idea; take the Google search engine as a classic example in everyday life. Machines are skilled at storing and tracking more data than humans alone can, and smart machines can use that data to find and respond to patterns or changes faster than humans alone can. So, it is reasonable to employ machines for routine tasks. But humans will still be needed to create and manage these machines using their knowledge, such as about PageRank, auctions and market matching in networks – people including the students in this class. And, others will be needed to make more complex and managerial decisions. Building stellar advertising automation or striking a balance between automation and human involvement have not been achieved yet, but these are opportunities and applications of our knowledge to stay aware of.
References
Ad industry leans into machine learning by Axios’ Sara Fisher: https://www.axios.com/ad-industry-leans-into-machine-learning-1537391620-f4008118-6a82-41e2-a5fa-636f5f50d072.html
The study results as a presentation from IPG Media Lab, MAGNA, and true[X]: https://magnaglobal.com/wp-content/uploads/2018/09/Magna-IPG-Lab-TrueX-Humans-vs.-Machines.pdf
Discover more from Axios: http://info.axiosemail.com/SFR.html?asfr=1057626