💾 Artificial Creativity?

How data science is driving a revolution in digital advertising

While creativity has always been one of the most important elements of any successful ad campaign, the industry has historically found it difficult to establish what really makes one collection of creative objects more effective than another. The barrier to building this understanding no longer exists.

While elements of data science and AI-driven capabilities have existed in the digital advertising space for a considerable amount of time, recent advancements have opened up more innovative and valuable methods than ever before. Most notably, in the deterministic optimization of campaign creative, which has been built from the ground up to pursue brand-specific outcomes.

These new capabilities seem likely to have some far-reaching implications for the ad industry. Some agencies have responded by investing time and money in building in-house teams and their own AI solutions. Others are opting for third-party AI tech solutions, which take less time to implement but come with less control over optimization and the insights garnered.

For those advertisers who have not yet embraced AI, as the rest of the industry seemingly has this year, it’s high time to start investigating how the incredible capabilities of AI-powered tools could transform creative design, production and optimization.

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🧰 How To Adapt Your SEO and Content Strategies for SGE and AI Experiences

A massive change is coming to search. As Google experiments with AI in its standard search results and its Search Generative Experience (SGE), marketers must understand how to adapt their content strategies for new AI-impacted search experiences.

Whoever provides the best experience for their target consumers will win in the new AI search experiences. Focus on third-party content reviews, social, PR, and brand authority. Expect your competitive landscape to change with new entrants that might eat into your market share. Be aware, ready, and prepared to optimize for multiple AI search experiences.

📱 What We Lose When Influencers Only Post Paid Content

We understand the need for fair compensation, especially if someone is making content on a level that goes beyond the snap of an iPhone, but we also crave the authenticity that comes from genuine enjoyment and voluntary engagement, which can happen on any given day. 

It’s a dance of sorts, one where the rhythm of what’s genuine shouldn’t be lost to a contract. In the end, it’s not just about brands or influencers; it’s about the people who follow both, who trust both, who believe in the stories they tell and the reasons they share them.

⚠️ Meta advertisers claim sales are down and costs are up due to glitchy automated system

Many advertisers claim that the social media giant’s dependable advertising system is currently experiencing significant issues, prompting some to reallocate their budgets to rival platforms.

Brands report that sales and return-on-ad-spend have both plummeted, while cost-per-click and cost per 1,000 impressions are up by a factor of three in recent months.

Lack of customer data is major obstacle in reaping rewards of AI

Research from customer engagement platform Twilio has found that businesses are making good progress on implementing artificial intelligence (AI) to help power customer interactions, but are finding both a lack of customer data, as well as transparency in how they’re using that data, to be significant challenges.

Twilio’s fifth annual State of Customer Engagement Report has revealed the growing importance of brands disclosing how they use customer data to deliver AI-powered experiences, as well as a disconnect between brands and their customers on this transparency. While 93% of UK brands say they’re transparent with customers about how AI uses their data, only 40% of customers agree.

Kathryn Murphy, SVP Product at Twilio, said: “Customers today expect personalized experiences and want to understand how businesses use their data to shape those experiences.

“It’s imperative for brands to be clear about how they use AI, ensuring that they balance how they deploy it with equally robust measures to protect customer privacy. Transparency is not optional — it’s a critical component of building and maintaining customer trust and loyalty.”

The report explores how brands are implementing AI to build better relationships with their customers, where AI is yielding the most return on investment for brands, and what engagement trends are most important to consumers.

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