S3 FINALE - Avinash Kaushik - AI in Digital Marketing
Jul 25, 2023
auto_awesome
Wayne chats with Avinash Kaushik, a digital marketing expert, about the current inflection point of AI in digital marketing. They discuss terminology semantics, practical applications of AI, and whether AI will take all of our jobs. They also explore the importance of continuous learning in the tech industry and the coexistence of AI and humans in digital advertising.
AI in digital marketing can revolutionize audience targeting and measurement, augmenting human capabilities rather than replacing them entirely.
Marketers can easily leverage AI capabilities through user-friendly tools and platforms, democratizing AI and making campaign management more efficient and effective.
Deep dives
The Role of AI in Digital Marketing
AI, specifically machine learning and deep learning, is a powerful tool in achieving higher order intelligence. It has been prevalent in driving advancements in digital advertising platforms like Google, Facebook, and Instagram over the past five years. AI has been used to rank websites, optimize ad targeting, and improve performance measurement. One exciting application is using machine learning algorithms to assess the quality of creative content in advertising campaigns, as creative elements contribute significantly to campaign success. Another area of transformation is in audience targeting, where AI can analyze vast amounts of data to determine audience intent, replacing the traditional psychographic profiling approach. Additionally, AI can revolutionize measurement and reporting by providing marketers with actionable insights from complex data sets, reducing the need for manual analysis. Overall, AI augments human capabilities, making marketing roles more interesting and imaginative rather than replacing them entirely.
Accessing AI Tools and Solutions
There are readily available AI tools and solutions for marketers to explore. Platforms like Google's BERT and GPT, as well as Microsoft's Dali, provide user-friendly interfaces that allow marketers to easily leverage AI capabilities. For instance, marketers can use GPT to generate content, while Dali can be used to create visual elements for marketing campaigns. These tools democratize AI, enabling marketers with limited technical skills to experiment with AI-based solutions. Additionally, marketers can take advantage of AI-powered features in advertising platforms, such as Google's Smart Creatives and Facebook's Advantage+ platform. These solutions provide automated optimization and audience targeting based on AI algorithms, making campaign management more efficient and effective.
The Impact of AI on Consumer Experience
AI has the potential to transform the consumer experience in digital advertising. As machine learning algorithms advance, consumer interactions with ads are likely to become more relevant, personalized, and less intrusive. Rather than bombarding users with irrelevant ads, AI-powered advertising can deliver info-snacks that align with user intent and cater to their specific needs in the moment. This shift towards increased relevance can enhance the overall consumer experience and foster a more positive perception of digital advertising.
Empowering Marketers with Smarter Decision-Making
AI's ability to analyze and interpret data at scale empowers marketers to make smarter decisions. Machine learning algorithms can process and extract insights from vast amounts of data, leading to improved analytics and performance measurement. By leveraging AI algorithms, marketers can focus on understanding the insights provided by the algorithms rather than spending excessive time on data analysis. This shift allows marketers to take data-driven actions more efficiently, resulting in improved campaign performance and a more strategic approach to decision-making.
In the series finale, Wayne chats with Avinash Kaushik about AI in Digital Marketing. Avinash is a well renowned digital marketing expert spending 15 years at Google and how he's Chief Strategy Officer at Croud.
In this episode Wayne and Avinash chat about the current inflection point of AI in digital marketing, terminology semantics, how AI can be applied in practice and whether AI will take all of our jobs.
It's a fascinating conversation and I hope you really enjoy it.
