Personalization vs. Intrusion

Any sector will be dramatically affected by artificial intelligence (AI) shortly, if not. By 2021, companies that use artificial intelligence to discover new information will receive $ 1.2 billion a year from competitors who don’t.

For digital marketers, AI offers many benefits, including helping them understand data faster and taking more direct actions to improve customer customization.

But artificial intelligence and machine learning (ML) alone is not a panacea.

Although these innovative technologies already have and continue to disrupt digital marketing and advertising, it is still important to maintain the human dimension to preserve creativity and fully understand the nuances of human behavior.

Understand the concept of ‘Exploration vs Dynamic Exploration’

In the world of AI, there is the idea of   exploration versus exploration: exploration is to plunge into the unknown, trying to find common boundaries and develop initial definitions; exploring means refining, deepening, and making the most of known resources.

Although AI and ML are ideal for exploration, humans are much more suited to it.

The commercial ad is a great example of how this dynamic works. While AI through computer vision and dynamic creative optimization can help you explore existing assets and make them more powerful through personalization, it’s not very good to have initial ideas that really resonate.

How AI and ML are radically reshaping digital marketing

In the field of mobile advertising, we have decades of experience exploring new rural corners and developing extraordinary creativity. The exploratory side of the equation is still starting to compare.

By adding unprecedented levels of intelligence to all aspects of advertising and digital marketing, AI improves campaign performance and reduces stress for mobile marketers in the following main ways:

  • Improve the performance of the advertising campaign at the creative level. Advances in vision based on artificial intelligence improve the effectiveness of the ad. Looking at previous campaigns, this type of AI can determine how certain promotional materials work for a specific audience before the ad appears.
  • Provides more nuanced portraits of intended customers. Using artificial intelligence, marketers can create detailed and accurate portraits of user groups without relying on or relying on personally identifiable information, such as names and contact details. By analyzing the behavior, the AI can detect surprising relationships between different variables, such as the behavior of previous clicks, anonymous location data, and the frequency of use of the application.
  • Ensure the safety of brands. In addition to fraud, brand security is another major concern for mobile marketers. This is a problem that 75% of marketers are facing. But it is not always easy to avoid this completely when purchasing programmatic media. After all, what is safe for one brand can be dangerous for another, and general prohibitions unnecessarily limit its scope? AI can help you quickly determine in real-time whether a channel is appropriate at the brand or campaign level or not.
  • Fight fraud more effectively. With the growth of the mobile ad industry, scammers, unfortunately, tracked the money and targeted this space with greater cruelty. Mobile advertising fraud almost doubled between 2017 and 2018, but now artificial intelligence is here to help in the fight. Using artificial intelligence, we can more accurately predict when advertising fraud is more common and take preventive measures so that it never appears.

Artificial intelligence algorithms help marketers better understand potential customers while respecting their privacy.

Limitations to a Tech-First Approach

While AI and ML continue to positively disrupt mobile marketing and digital advertising, they barely fail. In many cases, AI strives to be faster and more accurate than humans, but it does not work properly and effectively.

Of course, even the most intelligent systems cannot predict the future. Many AI applications use some type of ML algorithm based on prediction analysis, where many previous results are analyzed to predict future behaviors and actions. This method is very accurate, but it is also not foolproof.

Benefits of combining artificial and human intelligence

So, what is the way forward? How can marketers and advertisers reap the benefits of AI and ML while avoiding their pitfalls? The secret is to combine human intelligence and artificial intelligence strategically and consistently.

The key is to understand and understand each person’s strengths and weaknesses. Where does AI really stand out and where is the best human intelligence?

Routine activities with a lot of data are ideal for computers, while human intelligence is better for more creative and unusual activities. It is also often ideal to let AI do the heavy lifting, but then allow people to do the final check.

Forrester predicts the emergence of AI. But AI will not be a positive force in the entire marketing space unless it is combined with human intelligence and insights.

What is the right balance between recognition and recognition? It all depends on the current needs of the organization and the gaps in the marketing strategy. Ultimately, to fully combine the benefits of creativity and ROI, humans and computers must be present and work together.