Unlocking the power of AI

Do you want to harness AI to create a winning marketing strategy?
In this talk, we will explore the immense potential of AI and its application in developing a winning marketing strategy. Our goal is to unlock the power of AI and understand how it can transform the world of marketing.

Transcript

1. Unlocking the power of AI Azahara Corrales RocketMill Speakerdeck.com/azaharacorrales @_azahara_ azahara-corrales
2. The context
3. Azahara Corrales Media Manager at (And Digital Women to watch 2023)
4. What is AI?
6. Artificial intelligence (AI) refers to the simulation of human intelligence in machines programmed to think and learn tasks traditionally performed by humans. AI systems are designed to perceive and analyze their environment, make decisions or predictions, and take actions to achieve specific goals, all without human intervention. Artificial Intelligence
7. What AI actually is
8. Machine Learning Machine learning is a field of artificial intelligence that enables computers to learn from and analyze data, identify patterns, and make informed predictions or decisions without explicit programming, allowing for automation and intelligence in various applications.
9. Generative AI refers to a branch of artificial intelligence that focuses on creating computer models capable of generating new content, such as images, music, text, or even entire virtual environments, based on existing data patterns. Generative AI
12. The Past
13. Copywriting and content creation • Analyze large amounts of data to identify trends • Generate tailored content • Provide recommendations • Generate content based on guidelines you give it • Conduct research • Brainstorm ideas • Write content • Manually optimize for target audiences
14. • Automate the process of data collection from various sources • Identify patterns and trends not easily discernable to human analysts • Train the algorithm with historical data, AI can forecast future customer behaviour Data Analysis • Analysis done manually using paper print- outs.
15. Audience segmentation • Data-driven • Analyze different sources • Examine their response • Lookalike audiences • Limited manual analysis • Rely on general demographic • Complexities of individual consumer behaviour
16. Day-to-day tasks
17. The Present
18. Advantage + Shopping +44% more purchases YOY 54% of total website purchase 54% of total website purchase 623% return on advertising spend
19. 19 0.5% 3.3% 7.0% 9.5% 19.2% 35.5% 18-24 25-34 35-44 45-54 55-64 65+ Advertiser Competitors % of Advertiser’s Impressions Share of Voice by Age Source: Meta data - 01,Jan 2023 to 06,Aug 2023 18-24 0.2% 25-34 9.1% 35-44 19.7% 45-54 19.0% 55-64 23.9% 65+ 28.1% The algorithm can get it wrong
20. How 1PD affect Machine Learning 0 10 20 30 40 Conversions Before 1PD After 1PD
21. Creative content
23. The Future
24. With Artificial Intelligence (AI) capabilities, contextual advertising delivers ads on relevant websites that target suitable audiences, without the use of cookies. *Seddtag.com: 5 Ways contextual AI is redefining Audience targeting Contextual AI
25. Image: Adweek Product placement
26. Generative landing pages
27. Meta AI Sandbox
28. ChatGPT Enterprise
29. Summary
31. Thank you! azahara-corrales
32. Agency Team of the Year 2023 An independent full-service agency designed for today’s world. /rocketmill rocketmill.co.uk