Leveraging AI in
Digital Marketing for
Ecommerce
Imogen Collins
Genie Goals
Speakerdeck.com/imogencollins
linkedin.com/in/imogenpickles
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about us
An award winning PPC, Paid Social &
Affiliate marketing agency
30 employees based out of Cambridge
In Google’s top 1% of EMEA Agencies
One of AWIN’s top 20 agency partners
45th Best Place to Work in the UK 2023
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How can e-comm
brands leverage
Artificial
intelligence
to drive profit?
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• What is AI?
• What changed?
• How it is being used
• The downsides
• Tips and tricks
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What is AI?
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“artificial intelligence”
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“machine learning”
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“deep learning”
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“computer vision”
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“natural language
processing”
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Notice anything
strange about the
images?
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Source: Google Trends report for “artificial intelligence”
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What changed?
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How are we
already using AI
and machine
learning in e-com?
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Pmax &
Advantage+
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What are the
downsides?
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0
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Why would we
use it then?
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Pmax switched
on
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Top Tips
• Game the algorithm
• Manage the learning phase
• Inject creativity
• Have a strategy
• Regain control
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Top Tips
• Game the algorithm
• Manage the learning phase
• Inject creativity
• Have a strategy
• Regain control
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Top Tips
• Game the algorithm
• Manage the learning phase
• Inject creativity
• Have a strategy
• Regain control
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Top Tips
• Game the algorithm
• Manage the learning phase
• Inject creativity
• Have a strategy
• Regain control
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Top Tips
• Game the algorithm
• Manage the learning phase
• Inject creativity
• Have a strategy
• Regain control
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Top Tips
• Game the algorithm
• Manage the learning phase
• Inject creativity
• Have a strategy
• Regain control
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In Summary…
• AI is not new
• AI is not a strategy
• AI is a tool