Try typing “Can machines…” into the Google search bar,
you’ll see an algorithm kindly offer to complete the sentence:
This simple observation gives you an idea of the shape of things to come. But just how far
has machine learning really developed?
To date, there is still no machine that can replicate the human brain. Maybe because it’s hard to emotionally engage with data, which can’t fully understand people’s emotional needs, wants, and desires—after all, it’s hard to replicate a system (the human mind) we don’t fully understand ourselves. So what chance does an algorithm have.
Therefore, can machine learning really replace the creative human mind? The answer is no, at least not as yet. Automation or AI can at best, support the creative and marketing process. Not replace it.
On the flip side, when you consider, technology is being used in music, film-making, and even journalism and architecture – then advertising can’t be far behind. As data sets get ever bigger and algorithms more intelligent, it is naive to believe creative direction advertising will remain a human-only pursuit.
The two stand-out opportunities for AI in marketing right now are the areas of (1)automation (in social) and (2) personalisation.
- Zo Create (https://zocreate.com/) can create custom social media posts for Facebook based on a variety of data points. It can create your next post in front of your eyes.
- Picasso Labs (https://www.picassolabs.com/) uses AI to analyse your market’s socialimages to tell you which visuals, colours, and composition will drive the best ROI. It can automatically pull in all the images and videos you post or promote on the web, including those your users share.
- Idomoo (https://www.idomoo.com/) personalised video or Dynamic Social Video(DSV) is the next big marketing opportunity. It merges data and video to deliver exceptional experiences that wow customers, and produce higher and more measurable ROI.
- Photospire (https://www.spirable.com/) contextual video content that combines data and story telling that is personalised and relevant. It allows you to send hundreds of different versions of a video to narrow target audiences, without having to make numerous edits.
- Adobe Sensei (https://www.adobe.com/uk/sensei.html) understands the language of images, illustration and animation and helps you to handle time consuming and repetitive tasks, so you can spend more time executing your creative vision.
– Help drive efficiency with a better understanding of content. For instance, its image sourcing ability can help save huge amounts of time.
– Automate all those repetitive and mundane back-end tasks.- Deliver engaging creatives based on insights from audience behavior.
– Streamline and define unified workflow across all marketing channels.
– Drive creatives across multiple channels based on budgets, ensuring better yield.
– Aid execution at scale – driving multiple versions, while maintaining version control, and achieving mass personalisation
Bottom line, select a partner agency that embraces automation
-CMO by Adobe