Tuesday, July 28, 2015

"Is Artificial Intelligence the Next Step in Advertising?"

Well yeah.

From the Guardian:
Ads that adapt to users reactions could represent the future for engagement with out-of-home campaigns
Artificial intelligence (AI) has rarely been out of the public eye in the past 12 months. Stephen Hawking’s grave warning, Channel 4 drama Humans and big screen outings Ex Machina and Terminator Genysis have all asked questions about the the potential of AI, and what it could mean for humans.
While for some the notion of AI represents a step into science fiction (or at least science future), there are iterations that have real world implications at this moment. This version of AI will probably not bring about downfall of humanity, but rather be used to shape how advertising is created and targeted.

A partnership of M&C Saatchi, Clear Channel and Posterscope, last week revealed what they dubbed “the world’s first ever artificially intelligent poster campaign”. David Cox, chief innovation officer of M&C Saatchi describes its significance: “It’s the first time a poster has been let loose to entirely write itself, based on what works, rather than just what a person thinks may work.”
The basic premise is that the poster, based around a fictional, rather nondescript coffee brand Bahio, can read the reactions of it’s audience and adapt itself accordingly. From its initial “gene pool” of pictures and copy, 22 ads are created in each generation, with the poster assessing the level of success of an ad. If successful, a particular ad will move onto the next gene pool and be part of the next generation. Those unsuccessful will be removed.

“It’s a Darwinian algorithm, it’ll evolve to be more and more effective” says Cox. “So we’re hoping to see fewer outcomes emerging over time.” As of 20 July, 1540 ads had been automatically generated over 70 generations. Initial results are showing that shorter copy was more popular, with heart images a particularly frequent occurrence during our viewing....MORE
Throw in a little virtual reality....as we noted in "Facebook, Oculus, And Businesses' Thirst For Virtual Reality":

One of the least talked about aspects is the use of VR in education. Because the mind has trouble distinguishing between virtual reality and the outside world you should be able to get people to believe almost anything you want them to accept, given enough repetition and an engaging story line. Whether the learner has deep understanding is pretty much immaterial.

Pearson, the edu/testing co. with the Financial Times and Economist attached will be moving in this direction.
Think deeply immersive multiplayer gaming as an example, then put on some virtual reality goggles.
Quite amazing.