Artificial Intelligence in advertising: how to apply it in your company

When you listen to Artificial Intelligence (AI) , can you imagine those futuristic scenes of robots dominating society and a fight between humans and machines, very typical of movies, like “Terminator”? So what do you think when you hear Artificial Intelligence in advertising?

Well, we know that today, Artificial Intelligence is already part of the daily life of many companies and, unlike a rebellion of machines, this technology has been responsible for bringing impressive results and much more  productivity .

Of course, in the advertising and communication sector, many agencies have also opted for this technology to differentiate themselves. Does it catch your attention?

Then keep reading!

What is Artificial Intelligence?

As its name suggests, Artificial Intelligence is a branch of computing that is dedicated to creating systems capable of simulating the human capacity for cognition, including some actions, such as reasoning, perceiving, understanding and making decisions.

While our traditional computer can only analyze a limited amount of data and make a single decision, the concept of AI manages to go further, suggesting new possibilities and even indicating the probabilities that those possibilities will work or not.

And that is not all. Systems that use AI are capable of performing differentiated actions, such as those that a human being would do, such as talking to their consumers, analyzing a large amount of data and crossing information from other databases and even learning from that information.

When you listen to Artificial Intelligence (AI) , can you imagine those futuristic scenes of robots dominating society and a fight between humans and machines, very typical of movies, like “Terminator”? So what do you think when you hear Artificial Intelligence in advertising?

Well, we know that today, Artificial Intelligence is already part of the daily life of many companies and, unlike a rebellion of machines, this technology has been responsible for bringing impressive results and much more  productivity .

Of course, in the advertising and communication sector, many agencies have also opted for this technology to differentiate themselves. Does it catch your attention?

Then keep reading!

What is Artificial Intelligence?

As its name suggests, Artificial Intelligence is a branch of computing that is dedicated to creating systems capable of simulating the human capacity for cognition, including some actions, such as reasoning, perceiving, understanding and making decisions.

While our traditional computer can only analyze a limited amount of data and make a single decision, the concept of AI manages to go further, suggesting new possibilities and even indicating the probabilities that those possibilities will work or not.

And that is not all. Systems that use AI are capable of performing differentiated actions, such as those that a human being would do, such as talking to their consumers, analyzing a large amount of data and crossing information from other databases and even learning from that information.

How has artificial intelligence been used in advertising?

The communication industry is one of those that has taken advantage of AI systems the most and, surely, you have used some of these solutions without even realizing it.

Chatbots, for example, are increasingly present on websites and even in applications, simulating a real person and offering technical support, solving doubts and various assistance in SAC systems.

Discover other very interesting applications.

RankBrain

It is a tool created by Google and that uses AI to understand what users are trying to find in their searches. In addition, this tool manages to translate content that Google has never had contact with before, producing searches with close results that are more in line with the wishes of users.

Banners with variable images

A standard and fixed banner on the net is no longer something so interesting within the numerous Digital Marketing strategies  . For this reason, AI has been used to understand what the wishes of those who visit the site in question are and to change the image to satisfy those wishes.

Thus, those looking for pet food, for example, will be able to see an ad with the image of a dog, while a student will be able to see a banner with a promotion of notebooks.

Photos for visually impaired people

Facebook has also used this resource a lot to make its social network even more interactive. An example of this is the program that helps visually impaired people to get in touch with images and content from their friends.

Thus, the program identifies the contents of the images, the people present there and their emotions and “translates” all this to people with visual disabilities, making them able to better relate to the platform.

Consumer analysis

How about merging online and offline marketing and having an even more differentiated perspective on consumers? This has also been done with AI, through programs that analyze the databases of its consumers, which contain information about their online and offline behaviors.

Through this data, AI tools are able to identify when consumers are more or less prone to consumption and even the dates on which they will experience special situations.

Target, an American retail chain, has used this system to mail baby products to girls who have just discovered a pregnancy.

Why use AI in advertising?

As you have seen in this material, the examples of uses of AI in  advertising and marketing  are many. But why are so many companies betting on this technology? The reasons are numerous, for example:

• better decision making, thanks to a much deeper and more complex data analysis;
• increase the effectiveness of programmatic media, SEO, and targeted advertising;
• more personalized and individualized relationship of the brand with its consumers;
• differentiated shopping experience, satisfying the wishes of consumers;
• possibility of developing more appropriate materials and campaigns that have a greater impact on the target audience, thanks to high data analysis;
• cost reduction, since there will be no more investments in areas that do not provide ROI ;
• more expressive results for clients and more optimized work by agencies.

How do I apply AI to my agency?

You can already see that this is a path of no return, right? After all, most forecasts show that the trend is, more and more, for the communication sector to use new technologies, especially with the advancement of sectors, such as digital marketing.

Therefore, the first step is to lose the fear of investing in new technologies, understanding AI as a “business partner”, and not as an invention that emerged to “take your job” or “replace man.” Therefore, knowledge about new releases is essential.

The market is already signaling the need for change, with brands that demand and bet, more and more, on attractive campaigns, which manage, at the same time, to attract the public’s attention and create real connections with the people who compose it.

Thus, agencies that invest in technologies of this type can better understand the data and purchasing behaviors of these people (both online and offline) and develop more appropriate and assertive campaigns.

Some steps you need to take to start investing in artificial intelligence technology are:

• understand your market and your customers, thinking about what they want to achieve and the types of services you offer;
• analyze the possibilities that already exist in the market and how these technologies have brought profitability to companies;
• evaluate what types of information and technologies are a priority in their strategies, understanding how AI can affect their way of acting;
• start from the basics, develop a technology capable of capturing and storing  data   and, only after that, invest in systems capable of reading and learning from this information;
• educate your clientele, showing your clients how important this investment is and the results it can bring, thus opening the market to more personalized services.

Knowing the available technologies and understanding their functionalities is essential so that your agency can begin to enjoy its benefits.