The Connection Between Next-Gen Advertising and Artificial Intelligence

30 January 2020, Thursday

Ever wondered, “When will artificial intelligence become a part of our lives?” Ironically, anyone Googling this question is probably unaware that they are already being tracked by AI…

AI IS ALREADY HERE

Yes, artificial intelligence (AI) is already being utilized in numerous industries. From healthcare to food, and from manufacturing to automotive, AI is leaving its mark. We are seeing innovations that deeply impact industries, and soon, these innovations will permeate every aspect of our social lives.
So, where does advertising stand in all this? AI is beginning to reshape the foundations of advertising.

NEW MEDIA, NEW EVERYTHING

Print newspapers are struggling, and traditional TV is becoming less about scheduled programming and more about on-demand content. Even traditional billboards are now being questioned for their efficacy. Instead, we see digital screens in subways, buses, airports, mobile devices, and computer screens becoming the primary advertising mediums.

THE RISE OF AI IN ADVERTISING

As media evolves, smart technologies are taking center stage. Advanced tools like big data analytics and monitoring systems are now tracking consumer behavior, making it possible to deliver ads tailored to specific preferences. Gone are the days when people were unaware of being tracked; today, many cover their webcams with tape out of privacy concerns (even Mark Zuckerberg reportedly does this). From the fingerprints we leave on our phones to the conversations we have, every action feeds into a vast database, forming a digital footprint.

SAY HELLO TO PSYCHOGRAPHICS

In the past, demographics and geography were sufficient for advertisers. But with the rise of digital platforms, psychographics—understanding consumer psychology and behavior—has become a critical component of modern advertising. Platforms like Google and Facebook have been collecting vast amounts of data, sparking public discussions about privacy. Events like the Cambridge Analytica scandal and Google’s tracking through Chrome have highlighted how deeply AI has infiltrated our lives.

AI now determines what, when, and how ads are shown, shaping consumer perception in unprecedented ways. For instance, even if a user doesn’t check in at a location, platforms can still estimate the time spent there. This means advertisers can now leverage behavioral data to craft highly targeted campaigns.

THE POWER OF DATA

With AI, strategic decisions are becoming more data-driven. Research and analytics firms use digital data to provide brands with actionable insights. From forecasting the ROI of a sponsorship deal to predicting customer retention rates over five years, AI offers precise, actionable strategies. Today, companies rely on these insights to make well-informed decisions, demonstrating the immense power of data.

Picasso once said, “Computers are fundamentally useless. They can only give you answers.” If he were alive today, he would see that computers now provide interpretations, not just answers. AI is creating a symbiotic relationship with humans—we feed it data, and it refines our understanding in return.

A GLIMPSE INTO THE FUTURE

The evolution of advertising could soon make the human brain itself the next advertising medium. Imagine ads not just on your screens but directly in your mind. With advancements in neuroscience and AI, the day isn’t far when brands will seamlessly integrate their messages into our thoughts.

Tomorrow, or perhaps even sooner, advertising will transcend its traditional boundaries, becoming an inseparable part of human cognition.

PREPARE FOR THE NEXT ERA

As traditional mediums fade, the future of advertising lies in understanding the human mind. Brands must adapt to these changes, leveraging AI to connect with consumers on a deeper, more personalized level. The key will be creating ads that resonate with not just what we see but what we think.

Perhaps tomorrow… or maybe sooner than we expect.

Sefa KARAHAN

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