Artificial Intelligence, or AI, is a game-changer for every industry it enters. Daily tasks are completed faster. Complex analysis becomes simple. The human mind is freed to dream bigger and solve more. As the power of today’s cognitive capabilities is applied to the world of marketing, advertising and media planning—bringing in the ability to leverage the entirety of enterprise knowledge to quickly make the best decisions—the impact will be tremendous.
Early adopters of these intuitive systems will create crucial competitive advantage for the brands they represent. What can we look forward to? Productivity will grow, exponentially. Painstaking tasks that eat up hours of time will be done instantly.
Cognitive computing is the next leap in the evolution that started with automation; instead of the machine carrying out identical predetermined steps over and over, it will optimize its own workflow and independently learn how to improve upon the process.
As automation-learning systems take over non-value added tasks, new positions that didn’t exist before will arise. These new opportunities will leverage the individuals expertise, allowing them to engage in high-level, complex problem-solving and strategic thinking. Human creativity will be more valuable than ever.
Companies of every size will be affected by the proliferation of these cognitive tools. The price of access will continue to drop and the cost of foregoing them will rise. In short order, the old way of doing things will simply become economically infeasible.
Emerging tools won’t just provide automation. They’ll deliver beneficial inputs enabling us to easily make the best decisions in the shortest amount of time.
We’ve seen it begin with programmatic ad buying. The ocean of clickstream data and the sheer amount of available digital ad space makes it a perfect place to apply machine learning. Now, intelligent systems can use data to quickly create varying models, and make ad placement decisions without human interaction in a split second.
This technology does not just automate; it also offers intelligent assistance. And what began in digital will soon extend to the larger universe of advertising, marketing and media buying.
At Equals 3, we built Lucy to allow the entire marketing continuum to capitalize on this new cognitive capacity to create predictive models and valuable insights. Lucy creates media mixes, which can be easily optimized to deliver different outcomes. She targets audiences and recommends the most effective combination of media. This allows users to build and compare considerably more potential strategies than it would be possible with teams 10 times the size. With Lucy’s foresight, grounded in a real understanding of marketing and backed with a lifetime of your data, marketing plans will achieve the optimal impact.
Focused and efficient use of your resources: that’s the advantage that cognitive computing brings to the table.
