Unlocking the power of AI

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Unlocking the power of AI Azahara Corrales RocketMill Speakerdeck.com/azaharacorrales @_azahara_ azahara-corrales

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The context

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

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What is AI?

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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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What AI actually is

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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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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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The Past

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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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• 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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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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Day-to-day tasks

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The Present

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

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Creative content

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The Future

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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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Image: Adweek Product placement

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Generative landing pages

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Meta AI Sandbox

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ChatGPT Enterprise

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Summary

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Thank you! azahara-corrales

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