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5 More Use Cases for Advertising AI

Tech
3
minutes
Technical Level
May 29, 2024
3
minutes
May 29, 2024
Technical Level
Matthew Workman
Marketing Coordinator

The Evolution of Advertising AI

In the grand tapestry of technological advancement, few threads have woven a narrative as captivating as that of Artificial Intelligence (AI). From its humble beginnings as a concept steeped in science fiction - to its omnipresence in virtually every aspect across modern life - the evolution of AI stands as a testament to human ingenuity and innovation. As AI continues to push the boundaries of what's possible, we find ourselves at the precipice of a new chapter—one defined by unprecedented opportunities and transformative possibilities.

In the dynamic landscape of advertising, innovation is not just a buzzword—it's the driving force behind success. As marketers navigate an ever-evolving digital ecosystem, the role of AI has become increasingly pivotal. From optimizing campaigns to enhancing customer engagement, AI has emerged as a game-changer in the world of advertising, reshaping strategies and revolutionizing outcomes. Here are five additional use cases for advertising AI.

5 Additional Use Cases for Advertising AI

1. Cleaning Up Data 

Brands and agencies have mountains of data on their campaigns and audiences. However, much of that data is fragmented or unstructured. Even something innocuous like naming conventions can vary greatly for the same campaign. For example, display formats could be [ad type]-[brand]-[campaign] while video formats are [brand]-[campaign]-[ad type.] This can make organizing and finding trends more difficult for the average marketer. 

As highlighted at IAB ALM where panelists Vinny Rinaldi of Hershey, Shenan Reed of General Motors and Michael Komasinski of Dentsu spoke on the topic, AI can help clean up any past, present or future data sets and organize it into a conventional naming structure; remove duplicates; and find trends throughout the entire sales funnel to help marketers with future planning. For example, AI could discern that video ads tagged with captions have a greater impact on sales, where previously marketers could only attribute those sales to individual campaigns.

2. Augmenting Creativity

In the fast-paced world of advertising, the integration of AI isn't just about optimizing campaigns; it's reshaping the very fabric of talent evolution within the industry. AI liberates creatives from mundane tasks, fostering a culture of innovation by automating repetitive processes and providing valuable insights. Recognizing the demand for AI proficiency, organizations are investing in upskilling initiatives to ensure their workforce remains competitive in the evolving landscape. Rather than replacing humans, AI complements human creativity, driving efficiency and innovation through collaborative synergy. To take things one step further, AI-powered tools can help identify and mitigate biases in advertising campaigns, fostering diversity and inclusivity in content creation.

For example, AI has the ability to both empower creative minds and significantly influence major events, such as the 2024 presidential election. In fact, at IAB ALM, Shelly Palmer, CEO of the Palmer Group, predicted that in the fall of 2024 we will elect the first “generative AI president.” This will build off a long history of media and tech-labeled presidents, including Former President JFK who was the first television president in 1960; Former President Obama, the first “internet president” in 2008; followed by Former President Trump dubbed the “social media president” in 2016.

3. Empowering Employees and Improving Retention

The integration of artificial intelligence is continuing to revolutionize the way marketers approach their craft. As the creative capabilities of generative AI continue to expand, it has become increasingly clear that leveraging AI requires more than just advanced technology—it demands a deep understanding and mastery of AI-driven tools. 

According to industry experts like Ritu Trivedi of Mindshare, Devin Nagy of Diageo, and Christopher Neff of Anomaly, the key to unlocking AI's full potential lies in empowering employees with the knowledge and skills to harness its capabilities effectively. By investing in comprehensive training programs and fostering a culture of continuous learning, advertisers can ensure that their workforce remains at the forefront of AI innovation, helping to drive productivity, creativity, and ultimately, retention. As AI continues to shape the future of advertising, empowering employees to navigate its complexities will be essential for brands and marketers to stay competitive in the ever-changing landscape.

4. Increasing Attention to Ads

AI can also help advertisers capture the right audiences’ attention in cookieless environments. Marketers at the forefront of change are shifting away from traditional metrics like impressions and views, and instead are looking into new metrics, like attention, to measure performance. 

So how can AI increase attention and performance for marketers? AI can help marketers find the audiences and ad placements that are most likely to pay attention to an ad. Not only this, but AI can continuously make adjustments throughout your campaign to best grab the attention of your audience. Similar to Dynamic Creative Optimization (DCO), but focused more on attention and outcomes, in addition to millions of potential data points to optimize from.

5. Predictive modelling

With AI's latest predictive modelling capabilities, advertisers are now able to forecast results with unprecedented accuracy even prior to the launch of a campaign. By leveraging advanced algorithms and analyzing vast datasets, AI can help marketers to simulate key campaign actions and predict outcomes based on various parameters such as audience demographics, ad placements, and messaging strategies. This predictive prowess not only provides valuable insights into potential campaign performance but also facilitates informed decision-making, allowing advertisers to optimize resource allocation and fine-tune strategies for maximum impact. 

As the world of advertising continues to evolve, AI emerges as a central thread, weaving innovation, efficiency, and transformative potential into the fabric of modern marketing strategies. From cleaning up data to predicting campaign outcomes, AI's impact is set to reverberate across every aspect of the advertising ecosystem.

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The Evolution of Advertising AI

In the grand tapestry of technological advancement, few threads have woven a narrative as captivating as that of Artificial Intelligence (AI). From its humble beginnings as a concept steeped in science fiction - to its omnipresence in virtually every aspect across modern life - the evolution of AI stands as a testament to human ingenuity and innovation. As AI continues to push the boundaries of what's possible, we find ourselves at the precipice of a new chapter—one defined by unprecedented opportunities and transformative possibilities.

In the dynamic landscape of advertising, innovation is not just a buzzword—it's the driving force behind success. As marketers navigate an ever-evolving digital ecosystem, the role of AI has become increasingly pivotal. From optimizing campaigns to enhancing customer engagement, AI has emerged as a game-changer in the world of advertising, reshaping strategies and revolutionizing outcomes. Here are five additional use cases for advertising AI.

5 Additional Use Cases for Advertising AI

1. Cleaning Up Data 

Brands and agencies have mountains of data on their campaigns and audiences. However, much of that data is fragmented or unstructured. Even something innocuous like naming conventions can vary greatly for the same campaign. For example, display formats could be [ad type]-[brand]-[campaign] while video formats are [brand]-[campaign]-[ad type.] This can make organizing and finding trends more difficult for the average marketer. 

As highlighted at IAB ALM where panelists Vinny Rinaldi of Hershey, Shenan Reed of General Motors and Michael Komasinski of Dentsu spoke on the topic, AI can help clean up any past, present or future data sets and organize it into a conventional naming structure; remove duplicates; and find trends throughout the entire sales funnel to help marketers with future planning. For example, AI could discern that video ads tagged with captions have a greater impact on sales, where previously marketers could only attribute those sales to individual campaigns.

2. Augmenting Creativity

In the fast-paced world of advertising, the integration of AI isn't just about optimizing campaigns; it's reshaping the very fabric of talent evolution within the industry. AI liberates creatives from mundane tasks, fostering a culture of innovation by automating repetitive processes and providing valuable insights. Recognizing the demand for AI proficiency, organizations are investing in upskilling initiatives to ensure their workforce remains competitive in the evolving landscape. Rather than replacing humans, AI complements human creativity, driving efficiency and innovation through collaborative synergy. To take things one step further, AI-powered tools can help identify and mitigate biases in advertising campaigns, fostering diversity and inclusivity in content creation.

For example, AI has the ability to both empower creative minds and significantly influence major events, such as the 2024 presidential election. In fact, at IAB ALM, Shelly Palmer, CEO of the Palmer Group, predicted that in the fall of 2024 we will elect the first “generative AI president.” This will build off a long history of media and tech-labeled presidents, including Former President JFK who was the first television president in 1960; Former President Obama, the first “internet president” in 2008; followed by Former President Trump dubbed the “social media president” in 2016.

3. Empowering Employees and Improving Retention

The integration of artificial intelligence is continuing to revolutionize the way marketers approach their craft. As the creative capabilities of generative AI continue to expand, it has become increasingly clear that leveraging AI requires more than just advanced technology—it demands a deep understanding and mastery of AI-driven tools. 

According to industry experts like Ritu Trivedi of Mindshare, Devin Nagy of Diageo, and Christopher Neff of Anomaly, the key to unlocking AI's full potential lies in empowering employees with the knowledge and skills to harness its capabilities effectively. By investing in comprehensive training programs and fostering a culture of continuous learning, advertisers can ensure that their workforce remains at the forefront of AI innovation, helping to drive productivity, creativity, and ultimately, retention. As AI continues to shape the future of advertising, empowering employees to navigate its complexities will be essential for brands and marketers to stay competitive in the ever-changing landscape.

4. Increasing Attention to Ads

AI can also help advertisers capture the right audiences’ attention in cookieless environments. Marketers at the forefront of change are shifting away from traditional metrics like impressions and views, and instead are looking into new metrics, like attention, to measure performance. 

So how can AI increase attention and performance for marketers? AI can help marketers find the audiences and ad placements that are most likely to pay attention to an ad. Not only this, but AI can continuously make adjustments throughout your campaign to best grab the attention of your audience. Similar to Dynamic Creative Optimization (DCO), but focused more on attention and outcomes, in addition to millions of potential data points to optimize from.

5. Predictive modelling

With AI's latest predictive modelling capabilities, advertisers are now able to forecast results with unprecedented accuracy even prior to the launch of a campaign. By leveraging advanced algorithms and analyzing vast datasets, AI can help marketers to simulate key campaign actions and predict outcomes based on various parameters such as audience demographics, ad placements, and messaging strategies. This predictive prowess not only provides valuable insights into potential campaign performance but also facilitates informed decision-making, allowing advertisers to optimize resource allocation and fine-tune strategies for maximum impact. 

As the world of advertising continues to evolve, AI emerges as a central thread, weaving innovation, efficiency, and transformative potential into the fabric of modern marketing strategies. From cleaning up data to predicting campaign outcomes, AI's impact is set to reverberate across every aspect of the advertising ecosystem.

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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

The Evolution of Advertising AI

In the grand tapestry of technological advancement, few threads have woven a narrative as captivating as that of Artificial Intelligence (AI). From its humble beginnings as a concept steeped in science fiction - to its omnipresence in virtually every aspect across modern life - the evolution of AI stands as a testament to human ingenuity and innovation. As AI continues to push the boundaries of what's possible, we find ourselves at the precipice of a new chapter—one defined by unprecedented opportunities and transformative possibilities.

In the dynamic landscape of advertising, innovation is not just a buzzword—it's the driving force behind success. As marketers navigate an ever-evolving digital ecosystem, the role of AI has become increasingly pivotal. From optimizing campaigns to enhancing customer engagement, AI has emerged as a game-changer in the world of advertising, reshaping strategies and revolutionizing outcomes. Here are five additional use cases for advertising AI.

5 Additional Use Cases for Advertising AI

1. Cleaning Up Data 

Brands and agencies have mountains of data on their campaigns and audiences. However, much of that data is fragmented or unstructured. Even something innocuous like naming conventions can vary greatly for the same campaign. For example, display formats could be [ad type]-[brand]-[campaign] while video formats are [brand]-[campaign]-[ad type.] This can make organizing and finding trends more difficult for the average marketer. 

As highlighted at IAB ALM where panelists Vinny Rinaldi of Hershey, Shenan Reed of General Motors and Michael Komasinski of Dentsu spoke on the topic, AI can help clean up any past, present or future data sets and organize it into a conventional naming structure; remove duplicates; and find trends throughout the entire sales funnel to help marketers with future planning. For example, AI could discern that video ads tagged with captions have a greater impact on sales, where previously marketers could only attribute those sales to individual campaigns.

2. Augmenting Creativity

In the fast-paced world of advertising, the integration of AI isn't just about optimizing campaigns; it's reshaping the very fabric of talent evolution within the industry. AI liberates creatives from mundane tasks, fostering a culture of innovation by automating repetitive processes and providing valuable insights. Recognizing the demand for AI proficiency, organizations are investing in upskilling initiatives to ensure their workforce remains competitive in the evolving landscape. Rather than replacing humans, AI complements human creativity, driving efficiency and innovation through collaborative synergy. To take things one step further, AI-powered tools can help identify and mitigate biases in advertising campaigns, fostering diversity and inclusivity in content creation.

For example, AI has the ability to both empower creative minds and significantly influence major events, such as the 2024 presidential election. In fact, at IAB ALM, Shelly Palmer, CEO of the Palmer Group, predicted that in the fall of 2024 we will elect the first “generative AI president.” This will build off a long history of media and tech-labeled presidents, including Former President JFK who was the first television president in 1960; Former President Obama, the first “internet president” in 2008; followed by Former President Trump dubbed the “social media president” in 2016.

3. Empowering Employees and Improving Retention

The integration of artificial intelligence is continuing to revolutionize the way marketers approach their craft. As the creative capabilities of generative AI continue to expand, it has become increasingly clear that leveraging AI requires more than just advanced technology—it demands a deep understanding and mastery of AI-driven tools. 

According to industry experts like Ritu Trivedi of Mindshare, Devin Nagy of Diageo, and Christopher Neff of Anomaly, the key to unlocking AI's full potential lies in empowering employees with the knowledge and skills to harness its capabilities effectively. By investing in comprehensive training programs and fostering a culture of continuous learning, advertisers can ensure that their workforce remains at the forefront of AI innovation, helping to drive productivity, creativity, and ultimately, retention. As AI continues to shape the future of advertising, empowering employees to navigate its complexities will be essential for brands and marketers to stay competitive in the ever-changing landscape.

4. Increasing Attention to Ads

AI can also help advertisers capture the right audiences’ attention in cookieless environments. Marketers at the forefront of change are shifting away from traditional metrics like impressions and views, and instead are looking into new metrics, like attention, to measure performance. 

So how can AI increase attention and performance for marketers? AI can help marketers find the audiences and ad placements that are most likely to pay attention to an ad. Not only this, but AI can continuously make adjustments throughout your campaign to best grab the attention of your audience. Similar to Dynamic Creative Optimization (DCO), but focused more on attention and outcomes, in addition to millions of potential data points to optimize from.

5. Predictive modelling

With AI's latest predictive modelling capabilities, advertisers are now able to forecast results with unprecedented accuracy even prior to the launch of a campaign. By leveraging advanced algorithms and analyzing vast datasets, AI can help marketers to simulate key campaign actions and predict outcomes based on various parameters such as audience demographics, ad placements, and messaging strategies. This predictive prowess not only provides valuable insights into potential campaign performance but also facilitates informed decision-making, allowing advertisers to optimize resource allocation and fine-tune strategies for maximum impact. 

As the world of advertising continues to evolve, AI emerges as a central thread, weaving innovation, efficiency, and transformative potential into the fabric of modern marketing strategies. From cleaning up data to predicting campaign outcomes, AI's impact is set to reverberate across every aspect of the advertising ecosystem.

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Matthew Workman
Marketing Coordinator

About the Author

Matthew is a marketing coordinator at Sharethrough. He is heavily involved in all company projects related to social media, digital marketing strategy, internal events, and communications.

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