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Michael Green is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.

Here's the complete contribution:

With massive amounts of data, measurements and algorithms to support its growth, AI is now finally in a stage where it can solve real-world specific problems much better than humans can across many domains.

Marketing and media buying are no exception to this.

The reason for introducing AI into the mix is that it can provide us with an unbiased view on how media is actually affecting our business. As such, it will report what it has learned from data and utilize that very knowledge every time there's a new campaign to be planned.

This, of course, is easier said than done. A successful AI needs a continuous feed of data and the ability to communicate its findings with the right "people" which in some media are actually computers in the shape of booking systems.

However, the rewards for the CMO and the rest of the business is a continuously learning entity which always allocates the money to the right media, providing the most bang for the buck allowing the decision makers to make accurate, fast and optimal decisions with confidence.

AI can transform the way media agencies buy digital media for their clients – but only if marketers are willing to make the change.

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