Scoppechio

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Scoppechio

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  • 10/24/2019
  • hr read

What is Artificial Intelligence?

Artificial Intelligence, AI, is the use of computer systems to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, and decision-making. AI is done in a way that shows adaptability to new circumstances, or “intelligence” in responding to new inputs or data.

 

What Tricks Can AI Play?

One example is deepfake videos which use AI to create manipulated videos that sound and appear to be real, tricking people to believe the content is true. Some deepfake videos have gone viral because of the person depicted in the video. Celebrities and politicians have been notable victims of deepfakes. For example, a deepfake was made of Facebook’s CEO, Mark Zuckerberg, talking to CBS News about the “truth of Facebook and who really owns the future.”

 

What Treats Does AI Bring?

AI has a lot of benefits. One of which is actually detecting AI tricks! It can save marketers time to focus on other tasks by helping out with ad creation and audience targeting. AI-powered systems will make suggestions based on what works best for your goals while taking your past performance into account.

It’s also used to provide new data to marketers like with Sentiment Analysis. Sentiment Analysis, as defined by techopedia, is a type of data mining that measures the inclination of people’s opinions through natural language processing (NLP), computational linguistics and text analysis, which are used to extract and analyze subjective information from the Web. It can be used by marketers to have data around people’s sentiment toward them or their clients brand.

 

Should People Be Scared of AI?

No. When AI is used for the right purpose, it brings a lot of value to people creating efficiencies and providing valuable data for marketers to better understand their audience. We’ve seen higher ad performance when AI capabilities have been used.

For example, one vendor we worked with, LoopMe, optimized toward users who were most likely to click on the creative versus doing manual optimizations. The AI optimizations saw higher performance than the manual optimizations. This resulted in a 5.50% lift in click-thru-rate for our client.


Content brought to you by our experts:
Ashley Humpich
Analyst, Marketing Sciences
Alexandra Dowd
Strategist
Laura Koehler
Director, Marketing Sciences

 

Scoppechio

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Scoppechio

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