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
   

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2. The context
   

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3. Azahara Corrales
   Media Manager at
   (And Digital Women to watch 2023)
   

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4. What is AI?
   

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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
   

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7. What AI actually is
   

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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.
   

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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
   

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12. The Past
    

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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
    

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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.
    

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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
    

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16. Day-to-day tasks
    

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17. The Present
    

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18. Advantage + Shopping
    +44%
    more
    purchases
    YOY
    54% of
    total
    website
    purchase
    54% of
    total
    website
    purchase
    623%
    return on
    advertising
    spend
    

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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
    

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20. How 1PD affect Machine Learning
    0
    10
    20
    30
    40
    Conversions
    Before 1PD After 1PD
    

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21. Creative content
    

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23. The Future
    

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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
    

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25. Image: Adweek
    Product placement
    

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26. Generative landing pages
    

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27. Meta AI Sandbox
    

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28. ChatGPT Enterprise
    

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29. Summary
    

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31. Thank
    you!
    azahara-corrales
    

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32. Agency Team of
    the Year 2023
    An independent full-service agency
    designed for today’s world.
    /rocketmill rocketmill.co.uk
    

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