The development of artificial intelligence has become one of those elements that mark the technological agenda, from which everyone expects many things. As with many of the great tech changes that have come in recent years, its impact is also being felt in marketing and advertising. The novelties that AI allows to create also have an echo in the positioning strategy of the brands.The latest innovation in the use of artificial intelligence in advertising comes from IBM and can become a guide to understand where ads will go and how AI can impact them. The format that IBM sells uses, of course, what it has been working on for the past few years, the power of Watson, with Watson Ads Builder. What do these ads do? Basically, they allow them to be interactive and for consumers to ask them questions and talk to them. They are advertisements that speak to the consumer.The ad creates and follows a dialogue, answering the most common questions from consumers.

The difference to what happened before is that the process is simpler. Before, in order to Ukraine Phone Number List have ads that answered consumer questions, it took months of work. Now, artificial intelligence is what does that job.Lego, Lufthansa or Toyota are some of the companies that have tried it. The ads can also be positioned in the navigation, as is almost expected, but also outside of it. Any connected device (for example, a next-generation MOPU) could be capable of incorporating these types of advertisements and content.The interest of AI: they are looking for it because consumers are more demanding than everAlthough the format is closely linked to what a very specific company offers, what is behind the development of the system is what makes it clear why it works and what matters in this area.

“Consumer expectations are changing, and people expect the ability to communicate with brands on demand,” explains Jeremy Hlavacek, chief revenue officer, IBM Watson Advertising. That is, consumers want to be able to talk to brands and companies when they want and they expect companies to live up to what they offer. The AI ​​fills that gap.Lufthansa, for example, used it to interact with consumers, who could ask questions about 15 European destinations and integrated it with a content strategy (videos or photo galleries) that culminated in a reservation system. What was interesting was not only that the system allowed the ad to be dynamic and the campaign interactive, but that the airline also approached it as a way to gather information.

With the data that consumers were offering by talking to their ads, they were telling them what they were interested in and giving them information for future campaigns.Other formats in which AI adjusts the response to what consumers want are less dynamic and more classic. For example , Dynamic Yield personalizes email marketing campaigns using AI, Comber does it with recommendations or Bookmark to personalize and stylize corporate sites (choose the elements that will best resonate with the consumer). Other companies, like Critter, are betting on making the ads hyper-personalized to connect with the consumer.

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