Brands and ad tech service providers have voiced their enthusiasm for the advent of AI for their tools and campaigns. Some experts even believe that it will be the driving force behind how advertisements are developed, targeted, and improved. But what exactly is the AI opportunity in adtech? Is it a ‘why fix something that isn’t broken’ situation or this change truly the need of the hour. Well, like your search results, one can argue both sides, but it is imperative to look at the positive outcomes because embracing the future has small bumps on the way.
Insights and data, on the go and in the now: In next few years adtech campaigns would be not just seamlessly integrated with the content but also with the advent of AI provide real time analytics. This creates a new reform of reviewing your ROI as one can change the aspects of the tool while the campaign is still on. These insights are also valuable tools to further improve on the messaging and eventually even the product/ service.
Engagement touchpoints:Imagine asking an ad for questions about the product while it plays. Or immersive product integration where you can experience the virtual aspects of the product/ service while a sample is delivered. This is what automation paired with AI paired with intuitive experience in adtech looks like a few years from now. It will reimagine the way we shop and transform the experience into a meaningful interaction between the customer and brand.
Efficient reach: AI in adtech has quite deep penetration, an example of this is an eerie incident that occurs with all of us when we talk about a product and get an ad of the same within minutes. AI already automates actions, improves the precision of targeting, analyses ad performance, and can predict how a campaign will perform based on historical data. This paired with Generative AI will be even more powerful because it will generate meaningful responses, personalized ads, for a better conversational experience.
What are immediate applications of AI in adtech:
What if we told you that predictive AI can help advertisers nail their potential target audience very precisely. Personalized ads with customized texts are also the future of advertising. Sounds slightly creepy, right? But soon you’ll get an ad just basis your requirements and queries that you may have looked up.
Manual testing of which ad performs better will be a thing of the past. Advertisers will now be able to evaluate ad performance in real time and would be able to change components like ad copy, images, and targeting criteria to improve the effectiveness.
This will not just help in digital advertising but also with traditional advertising where predictive models of AI can help you understand and predict the TV ratings for a better and informed investment.
One has to also keep in mind that in this industry there are many AI tools that have been created but seldom deployed. Some of these tools also have been beta tested for their interactivity and customized solutions to create a harmonious brand experiment.
In this business of fighting for attention, it is quite cut throat and pressurizing to create a strategy with unparalleled precision. Afterall, in a world full of artificial intelligence the only thing that is scarce is human attention.
Authored by Sanjay Sehgal, Chairman & CEO at MSys Technologies , Venture & Angel Investor, Philanthropist
