Two Pillars (ML & AI)

During the presentation by Sam Leung, Vice President of Search Engine Marketing and Advertising Technology at The Aber Group, he highlighted the significant role of AI and Machine Learning in the field of marketing. He discussed various applications of these technologies, including content creation, market research, and customer engagement. Sam emphasized how AI can assist marketers in generating content ideas, conducting surveys, and providing personalized customer experiences

Overall, the presentation by Sam Leung at The Aber Group provided valuable insights into the applications of AI and Machine Learning in marketing, as well as the ethical considerations that marketers need to be aware of.

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Sam Leung over AI & Machine Learning-

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·?????? A successful algorithm depends on proper training, which can make or break a good model. Wide range of verified and accurate data.

·?????? Enough iterations of learning for the algorithm to distinguish between the signal and noise. Machine learning has become increasingly important for we marketers in recent years .

·?????? It allows us to analyze large amounts of data and make data-driven decisions, which can lead to more targeted and effective marketing campaigns.

·?????? However, there are ethical concerns that we need to be aware of when using machine learning and AI technologies.

·?????? With the help of its natural language processing capabilities and the vast quantity of blog and text content data readily available online, ChatGPT can respond to a variety of inputs, including questions, thoughts, suggestions, and other prompts.

·?????? 60% of the data came from Common Crawl archives, 22% from WebText2, 8% from Books1 and Books2, and 3% from Wikipedia.

·?????? Its output can be both broad and particular because to the variety of training sources, including generating.

·?????? Short bits of code (particularly to fix Wordpress problems); Background data on various subjects; ?Random text (like ad copy); Recipes; The list is endless.

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Summary-

As a digital marketing student, having knowledge of machine learning, AI, and industry trends can greatly impact our career path. Here are a few reflections on how this knowledge can shape our future in digital marketing:

·?????? Increased Demand for AI Skills: With the rapid advancement of AI and machine learning technologies, there is a growing demand for professionals who can leverage these tools in the field of marketing. By acquiring knowledge in these areas, you position yourself as a valuable asset to potential employers, as you can contribute to data-driven decision-making, automation, and personalization in marketing campaigns.

·?????? Enhanced Data Analytics Abilities: Machine learning and AI techniques enable marketers to analyze vast amounts of data and extract valuable insights. By understanding these technologies, we can develop strong data analytics skills, allowing us to make informed marketing decisions based on data-driven insights. This can lead to more effective targeting, improved customer segmentation, and better campaign optimization.

·?????? Creative Campaign Development: While AI can automate certain marketing tasks, it cannot replace human creativity and strategic thinking. By combining your knowledge of AI with your creative skills, you can develop innovative marketing campaigns that leverage AI technologies to deliver personalized and engaging experiences to your target audience. This unique blend of creativity and technical expertise can set you apart in the industry.

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Reflect on how this may impact your career path-

As a digital marketing student, my experience with Generative AI, specifically ChatGPT, has been quite fascinating. The ability to generate responses based on various inputs, such as questions, ideas, and suggestions, has been incredibly helpful in my writing process. It allows me to access a vast amount of information from online sources, making my responses both broad and specific. The natural language processing power of ChatGPT has also been instrumental in helping me write compelling prompts that engage and captivate the audience.

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Further discussing about the pros and cons of Generative AI in marketing and advertising:

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Pros:

?? Efficiency and Time-saving: Generative AI can automate content creation, saving marketers a significant amount of time and effort. It can generate blog posts, social media captions, and even ad copy, allowing marketers to focus on other important tasks.

? Personalization: Generative AI can analyze customer data and preferences to create personalized marketing messages. This level of customization can enhance customer engagement and improve conversion rates.

? Creativity and Innovation: Generative AI can provide fresh and unique ideas that marketers may not have thought of themselves. It can generate creative concepts for campaigns, helping brands stand out in a crowded marketplace.

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Cons:

? Lack of Human Touch: Generative AI, while powerful, lacks the human touch and emotional intelligence that comes with human-generated content. It may struggle to understand context, humor, or cultural nuances, potentially leading to inappropriate or ineffective content.

Ethical Concerns: The use of generative AI raises ethical questions, particularly regarding copyright and legal issues. Artists and creators may not be compensated when their works are used to train AI models, which raises concerns about intellectual property rights.

? Misleading Content: Generative AI can produce realistic images and scenarios that never actually happened. This raises concerns about using AI-generated content for advertising purposes, as it may mislead consumers and erode trust in brands.

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My biggest concern regarding Generative AI in marketing and advertising is the ethical aspect. Coming from an artist background what I feel is It's crucial to ensure that artists and creators are fairly compensated for their work, and that AI-generated content is used responsibly and transparently. On the other hand, I'm most optimistic about the potential for efficiency and innovation that Generative AI brings to the field. It can revolutionize content creation and help marketers stay ahead in a rapidly evolving digital landscape.

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In terms of career prospects, AI and Machine Learning are undoubtedly shaping the future of marketing. However, it's natural to have concerns about how these technologies may impact job opportunities. As a marketer, it's essential to adapt and develop new skills to stay relevant. Some key skills to focus on include:

?Data Analysis: With AI and Machine Learning playing a significant role in marketing, the ability to analyze and interpret data is crucial. We should develop skills in data analytics and be able to derive actionable insights from large datasets.

?Creativity and Strategy: While AI can assist with generating content, We still need to provide the creative direction and strategic thinking. Developing skills in ideation, storytelling, and campaign planning will be valuable in complementing AI-generated content.

?Continuous Learning: AI and Machine Learning are rapidly evolving fields. We should stay updated with the latest trends, tools, and techniques through continuous learning. This can be done through online courses, industry events, and networking with professionals in the field.

?To keep up with trends in AI and Machine Learning, it's important to engage in ongoing education and professional development. Following industry thought leaders, participating in relevant online communities, and experimenting with AI tools and platforms can help Us and Marketers stay informed and adapt to the changing landscape.

?Overall, while there are concerns and challenges associated with Generative AI and its impact on marketing and advertising, there are also immense opportunities for efficiency, personalization, and innovation. By staying informed, developing relevant skills, and approaching AI with ethical considerations, digital marketing professionals can navigate this evolving landscape and thrive in ?careers.

#machinelearning #Ai #marketers #GBC

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