From algorithms to advertising: 7 steps to introducing AI to marketing
Contributor Tomer Naveh provides a simplified look at how artificial intelligence (AI) is applied to automate digital marketing programs from start to finish.
Artificial intelligence — once the rarefied domain of big-name, ambitious projects like Google’s self-driving car or IBM’s Watson — is now finding its way into everyday business. In advertising and marketing specifically, brands might not be completely overhauling their existing ad tech and martech stacks to make room for AI just yet, but many are getting a feel for it by experimenting with single-touch AI solutions that focus on isolated tasks, like recommendations, ad buying and optimization.
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.
Before handing over the reins, it’s helpful to understand how AI works — and how entire human thought processes are converted into algorithms. For all its complexity, here’s a simplified look at seven steps to introducing an AI that can automate holistic digital marketing programs from start to finish.