Artificial intelligence (AI) has been around for a long time. But in recent months, it has accelerated and taken the marketing industry by storm, giving marketers unprecedented opportunities and opening even more doors on how to maximize their power. Although we are currently witnessing repeated uses of AI, there are still some questions regarding this technology.
In the world of marketing, Marktech APAC wants to uncover how brands can leverage AI for success, what challenges they can be prepared for, and what opportunities they have through AI innovation. I was there. To that end, we turned to: Conrad Feldman, Quantcast CEO and Co-Founder– Ad technology specializing in AI-driven real-time advertising, audience insights, and measurement.
recently See the experts up close In this interview, we spoke with Feldman to learn his expert insights on the emergence of AI and how it can be leveraged as a powerful tool for marketers to achieve excellence in their marketing efforts. .
First, according to Feldman, AI innovation goes beyond itself and is not just “one thing” but a collection of approaches. The true mark of growth in this digital age is the fact that everyone can interact with things democratized. Information on the open internet.
Productivity is by far the biggest benefit of AI, and for marketers, this means more room to do their jobs.
“All kinds of companies are going to be formed and tools will be put on top of it.” [large language] This model helps improve productivity, helps get work done faster, and allows marketers to be more creative and more innovative. “I think everyone needs to test these things to get a feel for themselves,” he said.
Conrad also notes that the more these tools can be configured to understand data patterns, predict the right audience, and autonomously optimize campaigns, the more free people will be to do what they do best. He added that it will be possible to do so.
“One of the more complex use cases for AI for marketers is being able to narrow down the best audience segments to reach with advertising campaigns,” Feldman said.
“One of the key benefits is that [of AI] I'm helping [to] Decide which consumers are best to reach with your advertising campaign.Every market has great potential [audience]But the reality is that few marketers want to reach their entire audience. ”
Many advertisers are increasing the amount of information about their customers. Feldman gave the example that an airline with a route to San Francisco and advertising tickets to that destination may have many assumptions about who might become a customer. I listed it. But even if there are a large number of people, we can only identify some of their motives.
This is where programmatic advertising comes in, leveraging machine learning to more systematically assess the characteristics of customers likely to be interested in your brand's offers.
Ultimately, Feldman said there are different types of AI depending on the type of problem, but like any technology, people shouldn't start out just trying to use the technology.
“You should start with the goal of solving a specific problem,” he said.
Overall, machine learning and AI algorithms act as optimization processes that seek to minimize some errors and maximize some value, so we must be able to provide incentives for how the algorithms learn. not.
“Be clear about the problem you want to solve and how you will measure success. I think having a clear understanding of what success looks like is an important framework.”
Another important thing is the willingness to experiment.
“Be willing to experiment. Even if you try new technology, realize that not everything will work right away.”
He elaborated by saying that if something goes wrong and you understand why, that's how you learn in advance.
And he concluded: “So it's powerful to have a model that you can experiment with and learn right away. And that's the last thing I want to say – experiment. These new products that are available based on [breakthroughs] And because of the high availability of data, we are seeing some very interesting new properties from these models. And they are available and accessible. And anyone can access and use it. Please, try it!
Read the full interview with Feldman here.