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ARTICLE

Artificial Experiences from Human Intelligence

June 25, 2018 — by Allie Roda

This article originally appeared in Campaign. Read the full-length article here.

AI improves human marketing decisions and capabilities – it’s “simply software married to math” said MediaMath’s CEO, Joe Zawadzki – but AI can’t succeed without guidance. As much as we are “training AI to think like a human” (so said IBM Watson’s VP offering management and strategy Mark Simpson), it still needs the human touch.

So what are its capabilities – and why are humans still needed?

Ticketmaster’s vice president of direct marketing, Jen Zick, explained that AI is able to digest huge volumes of audience data to help Ticketmaster and introduce true fans to the events that are most likely to interested them. Similarly, Perez Vite from Sony said that it helps “know individual customers more deeply” to deliver the best music to the best people at the best time.

Brands personalising offers based on past behaviours and purchases is one thing – AI is good at segmenting audiences to help brands appear to talk to individuals. But Zick said that marketers should now ask how to introduce disruption to ensure they are truly pleasing, engaging and converting customers. Zawadzki said marketers should think about AI in terms of automating creative, producing countless iterations of a creative idea to have more personal conversations.