Some of the biggest problems in the world right now are all about very human failings.<\/p>\n
So why leave it to machines to find a solution?<\/p>\n
In this video interview with Beet.TV, two executives discuss how artificial intelligence can come to the rescue of troubles in media and marketing:<\/p>\n
GroupM’s Taylor<\/strong> says she is using the tools to interrogate her agencies’ creative for inclusivity.<\/p>\n “There’s a tonne of opportunity … using AI to curb things like hate speech, to make sure that there is more inclusivity in the platform discourse,” she says.<\/p>\n “Personalization at scale sometimes was not as meaningful as it could be to people who are perhaps underrepresented.<\/p>\n “So we’re really looking holistically across both creative and media to make sure that there’s meaning on behalf of advertisers when they’re talking to diverse audiences in a more equitable and inclusive way.”<\/p>\n IBM\u2019s Stipes<\/strong>, who leads marketing for IBM Watson Advertising, says the industry has “only scratched the surface in terms of showcasing what AI can do”.<\/p>\n Clorox last year used<\/a> AI and chatbots for customer service inquiries during the pandemic.<\/p>\n Stipes says AI can be useful in a world watching the looming deprecation of third-party cookie matching.<\/p>\n “AI can rapidly and continuously make sense of the privacy-friendly data inputs and then use that data to recognise patterns to make predictions without relying on cookies or other identifiers,” she says.<\/p>\n “DCO (dynamic creative optimization) has traditionally been all about preset, programmed rules, decision trees. With AI, though, what we’re really talking about is real-time continuous learning that allows brands to predict the creative that will actually drive consumer action.”<\/p>\n IBM’s Stipes also says AI can help agencies and brands pick through the growing number of influencers open to marketer partnerships.<\/p>\n “You’ve got to pick the right spokesperson and that’s a pretty arduous task to go back and look at a potential influencer’s content maybe from a decade ago,” she says.<\/p>\n “So using AI actually can enable brands to do this in a way that’s scalable and make better decisions.”<\/p>\n As agencies lean into advanced data usage technologies, GroupM’s Taylor<\/strong> says it’s important to do so responsible.<\/p>\n “We agree with the industry consensus that fingerprinting’s creepy,” Taylor says.<\/p>\n “We got to this place and this lack of trust, not the consumers, (they) were right in feeling wary of that thing that they already bought following them around the internet.<\/p>\n “So things like the data ethics compass<\/a> help us to make sure that we are being really thoughtful about what the data is. Just because we can (do things), doesn’t mean we should.”<\/p>\n This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A\u2019s.\u00a0 This track on creativity, advanced technology and advertising is sponsored by\u00a0IBM<\/span>\u00a0Watson Advertising.\u00a0 For more videos on this topic,\u00a0visit this page<\/a>.\u00a0\u00a0<\/strong>For more information on\u00a0IBM<\/span>\u00a0Watson Advertising, please\u00a0visit this page<\/a>.\u00a0<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Some of the biggest problems in the world right now are all about very human failings. So why leave it to machines to find a solution? In this video interview with Beet.TV, two executives discuss how artificial intelligence can come to the rescue of troubles in media and marketing: Randi Stipes, Chief Marketing Officer of […]<\/p>\n","protected":false},"author":15,"featured_media":74972,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8831],"tags":[5287,5518,8691,8854],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74824"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=74824"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/74824\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/74972"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=74824"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=74824"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=74824"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Boosting identification<\/h2>\n
Influencer intel<\/h2>\n
Responsible data<\/h2>\n