How is Generative AI Changing Media and Digital Marketing?
ICX Media, Inc.
We are an intelligence, data science, and precision-based audience activation partner helping brands stand out.
The hype around generative AI has been making the rounds this year, with various findings on how these powerful new technologies will change everything from mundane tasks to complex ones across industries—like uses in healthcare or product design innovation. While these views may be largely speculative, the fact is that AI is making a quick and confident foray into a variety of use cases already.
One of the biggest areas generative AI is impacting to date is the marketing and advertising industry, with agency and brand executives alike forecasting both its assumed pros and cons. And in the media and digital advertising space, it’s having a tidal wave of influence over early adopters and bet placers who are investing in, utilizing, or even developing their own artificial intelligence.
So how is generative AI changing digital advertising and media and what will its impact be?
Audience measurement and analysis at scale.
More data is being generated than ever by social media platforms, streaming services, and other digital channels. For brands and advertisers, being able to tap into this trove of audience and consumer behavior data more quickly and comprehensively can reap huge rewards. Generative AI is making large-scale analysis and optimization of consumer preferences, behaviors and sentiment possible through predictive analytics and natural language processing where traditional methods of audience measurement are less effective in capturing the full scope of potential audience engagement.
Hyper-tailored ads and content.
Large-scale analysis and optimization of audience data requires being able to translate those analyses into highly specific and personalized content and ad experiences for consumers. For brands and advertisers, being able to deliver unique messaging and experiences based on a customer’s preferences or history is now becoming possible through artificial intelligence. Generative AI can create individual profiles and personalized recommendations for content and ad preferences, which in turn improve engagement rates, can yield higher returns and make more effective use of precious marketing dollars.
领英推荐
Ad targeting optimization.
Naturally, if brands can better analyze and tailor content at scale, then reaching those consumers more efficiently is a must. One other major area in digital media and advertising where artificial intelligence is playing an increased behind-the-scenes role is ad targeting. Generative AI is changing the way ads are delivered by being able to both more accurately predict which content and campaigns are more likely to resonate with which consumers—and then distribute and place those ads for maximum impact.
Advertisers, media agencies and brands are now more capable than ever of streamlining audience measurement, personalized content, and optimized targeting. But this doesn’t mean game over. Nor does it mean permanent or irrevocable change. Instead, applications like these still require a human touch and are far from perfect in order to truly unlock their value. And in the end, the silver lining might be that, with AI tackling complex tasks like these at scale, digital marketers can roll out new strategies, test into new channels and gain a better understanding of their customers.
To learn more about how ICX Media is leveraging AI for its clients to increase engagement and maximize impact in their digital channels, get in touch. You can contact us here.
Thank you for reading. If you enjoyed this month's?edition of?ICX Insider, be sure to subscribe, share, and like, or leave us a comment below.?
To learn more about?ICX Media?and our custom audience activations leveraging our 200+ million Rich Profiles in the ICX Media data ecosystem,[email protected][email protected]?to get in touch. Or go to?www.icxmedia.com.?