Can you imagine a world where technology and robots can do anything? Well we are living in that world. It is just a matter of time before Artificial Intelligence technology dominates the working world and one industry that will utilize this technology is the advertising industry. The advertising industry has three main steps to their traditional advertising process: the consumer journey, the design process, and media planning and buying. Artificial Intelligence has the ability to impact these steps forever by expanding advertising’s existing goals and making the process more efficient.
The consumer journey is the process that buyers go through to become aware of, evaluate, and purchase a new product or service. This process is the most important action in the advertising process from the consumer point of view. To aid in this process, we can implement an array of tactics using Artificial Intelligence including natural language processing, image recognition, speech recognition, problem solving and reasoning and machine learning. Each one of these operations essentially include AI recognizing the actions that consumers take through social media and other platforms to identify the types of products and advertisements that they enjoy the most. Image and speech recognition along with natural language processing all observe the “nuances of human language to derive meaning from, among others, blog entries; product reviews; and the billions of daily Tweets, Facebook posts, and statues updates” (Kietzmann 2018). Along with this, advertisers will be able to understand the posted images and videos that demonstrate consumer behavior such as selfies with branded clothing. In addition to images and other social media posts, AI will analyze spoken words. This applies to customer calls and such. Problem solving and reasoning along with machine learning are the processes that begin the transition into the next steps of the advertising process. These actions use an app usage pattern mining algorithm to understand users’ behavioral patterns (Li 2019). Problem solving and reasoning identifies the problems that consumers have and attempts to address a solution. In addition to this, it will find patterns in the data collected from social media and other platforms to predict future behavior among the consumer. Finally, the “reasoning” comes in when looking at the personality of the consumer. Artificial Intelligence can look at the data collected from social media to establish personality traits, values, and needs and apply these to a profile made specific to each consumer. When looking at the idea of machine learning, it is quite similar to that of problem solving and reasoning in certain ways. Machine learning detects patterns in the data found as well, but it stores, memorizes and learns from previously computed data and knowledge that the technology has found, something that a human cannot do nearly as efficiently. Not only can it store the patterns that it has found before the consumer transaction, but it can memorize the purchases made by customers to predict what these consumers’ actions will be in the future (Kietzmann 2018). With all of these abilities, Artificial Intelligence will be able to dominate the consumer journey and do things that a human cannot do as well as things that a human can do, but in a fraction of the time.
Artificial Intelligence has incredible capabilities in the realm of the consumer journey, but even more impressive implementations in the design process. With the versatility of AI technology, advertisers are using it for things that we could have never imagined. One of these unimaginable things that the advertising industry can use AI to do is create art. The design process is characterized as the process of running and creating an integrated ad campaign to reach the advertiser’s business goal. “The consumer’s ad preferences can be estimated using in-depth semantic analysis and real-time user interactions to predict the probability that a consumer will accept a creative idea in the foreseeable future” (Li 2019). Or in other words, not only is Artificial Intelligence able to create art, but it is able to complete the entire design process by using the information collected from the consumer journey to rapidly create personalized advertisements that will appeal the most to a particular person or people that it has gathered data from. Traditionally, advertisers go through many steps to create ads for their target audience including “the analysis of the users’ needs, strategic advertising planning, advertising creative performance, and ad creation” (Qin 2019). AI can combine these parts of the design process into one step: targeted advertisement creation. If we implement AI into the design process, human creation of algorithms and training of neural network will give Artificial Intelligence the ability to create this personalized graphic art that appeals to specific people while taking all steps and performing them at once (Ippolito 2019). When creating customized and personalized graphics, advertisers can increase their click-through rates on different online advertisements. More consumers will be drawn to ads and more ads will be interacted with, creating a stronger connection between product and consumer. Not only is the use of Artificial Intelligence more efficient in creating ads, it is also more precise and allows for a wider variety of graphics to be created, all while tailoring each one to its respective consumer.
Not unlike the first parts of the advertising process, the final step, media planning and buying, benefits greatly from the use of Artificial Intelligence. Media planning and buying is the process of selecting the optimal combination of media outlets for advertising a particular marketing message and using these insights to buy ad space across intended media channels. “The step for media planning and buying involved identifying and checking scenes in consumers’ real lives against the measurement system of consumers’ digital lifestyles and using programmatic tools to optimize the media composition for media planning and buying” (Qin 2019). When advertisers are looking for the direction that they should go in with their advertising purchases, they need the help of data from the consumer journey. With Artificial Intelligence, a model of consumer touch points is built on the basis of the results derived from consumer insight discovery. Then, a hybrid approach combining logical and distributional semantics is adopted to run intelligent simulation on the model of consumer behavior to estimate the ad campaign impact. After that, a performance indicator system is put in place for the media planning and buying process (Qin 2019). Finally, using the performance indicator system and targeted ad content, advertisers are able to carry out the media planning and buying process through programmatic buying. Using Artificial Intelligence helps advertisers combine the step of media planning with the step of media buying, bringing together the planning and choosing of the right advertising channels.
The use of Artificial Intelligence in the advertising industry can and will change everything. With the use of this technology, we could make the advertising process more smooth, efficient, and swift, all while eliminating stress on the human workers that participate in the field. Throughout the entire advertising process AI technology can and should be implemented. AI is data based, meaning that is uses data and algorithms, making for more accurate results than traditional data gathering and research. Next, it is highly efficient. In comparison to traditional advertising, using Artificial Intelligence is highly efficient, low cost, and easy to handle. Finally, AI is synchronized so that the steps of the traditional advertising plan can be performed in parallel rather than in a sequence like it typically is. In conclusion, Artificial Intelligence answers the questions that workers seek answers to with ease. These questions include how do we find and use consumer data? What types of graphics appeal to certain types of people? And where do we advertise and to whom? Throughout time technology progresses and becomes more useful in specific ways. This can lead to the loss of many jobs, raising ethical concerns and the need for a solution. With people assisting AI technology, requiring human interaction for programming, and human revision for accuracy, new jobs will take place of the jobs that have been lost due to this technology. Artificial Intelligence is one technology that can assist in many tasks in a variety of fields and industries, but one industry that AI can dominate in is the advertising industry.
Works Cited
Li, H. (2019, August 4). Special Section Introduction: Artificial Intelligence and Advertising. Retrieved April 1, 2020, from https://www-tandfonline-com.libproxy.temple.edu/doi/full/10.1080/00913367.2019.1654947?scroll=top&needAccess=true
Kietzmann, J., Paschen, J., & Treen, E. (2018, September 1). Artificial Intelligence in Advertising. Retrieved April 1, 2020, from http://www.journalofadvertisingresearch.com/content/58/3/263
Ippolito, A. (2019, March). Can Artificial Intelligence Make Art without Artists? Ask the Viewer. Retrieved April 1, 2020, from https://search-proquest-com.libproxy.temple.edu/docview/2212047531?accountid=14270&rfr_id=info:xri/sid:primo
Qin, X. (n.d.). The Impact of AI on the Advertising Process: The Chinese Experience. Retrieved April 1, 2020, from https://www-tandfonline-com.libproxy.temple.edu/doi/full/10.1080/00913367.2019.1652122
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