An Ad Tech Exec on the Future Impact of AI on Marketing
By KC Claveria
We’re on the cusp of an artificial intelligence revolution. From tech companies (like Google and Salesforce) to auto giants like General Motors, enterprises from different industries are investing in AI. One study suggests that the AI market’s value will reach $3,061 billion by 2024.
There’s very little doubt that AI’s impact will be far reaching, but how will this technology influence the way companies market their products and services?
For answers, we turned to Ben Plomion, the chief magic officer at the AI company GumGum. In this Q&A, Plomion also shared how skateboarding shaped his 17-year career and his tips for aspiring marketing leaders.
How do you see AI shaping the marketing practice in the next 10 years?
AI is going to have a huge impact on marketing in a number of ways. It will make the capabilities of existing tools much more powerful, while also creating new opportunities for marketers to harness.
Consider computer vision or image recognition. This technology currently enables marketers to comprehensively “see” all brand-related social media posts or visual signage that might otherwise go unquantified. So, for instance, marketers could use image recognition software to find pictures of people with clean, white teeth. With that data, you can then serve relevant mouth-care products to those consumers.
Over the next ten years, deep learning algorithms will make technology like this much more sophisticated. Marketers will benefit from consumers using visual search to discover products and complete purchases with speed and ease.
There’s lot of buzz (and noise) about AI. What’s the biggest misconception about AI?
The biggest fear surrounding AI is that it will lead to mass unemployment because machines will take over a number of skilled and unskilled jobs. This notion is simply not correct. People aren’t going to be put out of work by AI, but their jobs will change in order to incorporate AI. Automation will make its way into everyone’s job in some capacity, but that’s not a bad thing.
AI will make it easier to do a better job. We saw this kind of fear when programmatic advertising came about. People assumed that level of automation would replace creatives and eliminate marketing jobs. As most marketers can tell you, ad tech and marketing tech hasn’t replaced workers, it’s just changed their responsibilities and the tools in their toolbox.
“Great marketing isn’t about telling, it’s about showing, and that’s what magic is all about.”
Before joining GumGum, you spent five years working in ad tech. In your opinion, what’s the most underrated problem facing advertisers today?
Viewability is a significant issue that many in the industry are talking about, but I don’t think their arguments are getting to the heart of the matter. The current debate is over what constitutes viewability as a metric, when we need to be looking at viewability as a concept.
People are exposed to more visual content every day, making “banner blindness” that much worse. It doesn’t matter if an ad is placed in an area where someone might look at it. There’s so much Go to the full article.