Advertising revisited in real time
Posted: Sun Feb 16, 2025 7:00 am
A case of an advertisement displayed in a bus shelter being instantly changed recently made headlines.
Indeed, this campaign launched by M&C Saatchi London , was not intended to communicate about a real brand: on the contrary, it is a totally fictitious coffee brand that was imagined, without any branding element being given. The reactions of the public were secretly filmed anonymously, and in order to optimize the messages and visuals that were best received.
Through this experience, the display has therefore been able to launch into dynamic creation. Today, we are very close to measuring the performance of the display in real time. The reactions of a target audience can be analyzed live, now allowing advertisers to change their approach, or to readjust a campaign while it is still in full swing.
A semantic analysis of language
The analysis of language, semantics used, and grammar pose a ecuador mobile database major challenge to AI. Since the famous Siri , or the appearance of M (Facebook's virtual assistant, operating via Messenger), new technologies are developing in order to respond in a relevant way to questions from customers or prospects.
Although, to date, only answers to relatively common questions exist, there is a double benefit for brands, which see, on the one hand, the cost of customer services fall sharply, and, on the other hand, the level of customer satisfaction increase.
Content recognition at the heart of the revolution
Another figurehead of the rise of AI, content recognition has, for example, already allowed Facebook to identify certain images in order to remove any unwanted, shocking or provocative content from the social network. Content that should not be distributed is then automatically banned and prohibited.
The gap that brands could then take would be to collect as much insight as possible on how their entity is taken up on social networks. From this point on, everyone can imagine real social media monitoring on the main social networks.
The next challenge of AI in the coming years
While not all brands will necessarily need to use AI one day, it is a safe bet that most advertisers will eventually have a virtual assistant service. Siri could very well become, in a few years, a source of Shopping recommendations.
To prepare for this new role of artificially intelligent advisor, advertisers should therefore immediately make all their content easily understandable and analyzable by Siri. This highlighting of exhaustive information on a product or service, to make it easily accessible to a form of artificially intelligent research, probably constitutes the first milestone of this new era for which advertisers must prepare. The hardest part is yet to come, because AI has not yet managed to “humanize” itself completely. Fortunately, some will say!
Indeed, the main difference that still exists between AI and humans lies in this empathy that is specific to us. This is enough to give a hard time, therefore, to the men who educate the machines in the hope of one day seeing them become as human as possible.
Indeed, this campaign launched by M&C Saatchi London , was not intended to communicate about a real brand: on the contrary, it is a totally fictitious coffee brand that was imagined, without any branding element being given. The reactions of the public were secretly filmed anonymously, and in order to optimize the messages and visuals that were best received.
Through this experience, the display has therefore been able to launch into dynamic creation. Today, we are very close to measuring the performance of the display in real time. The reactions of a target audience can be analyzed live, now allowing advertisers to change their approach, or to readjust a campaign while it is still in full swing.
A semantic analysis of language
The analysis of language, semantics used, and grammar pose a ecuador mobile database major challenge to AI. Since the famous Siri , or the appearance of M (Facebook's virtual assistant, operating via Messenger), new technologies are developing in order to respond in a relevant way to questions from customers or prospects.
Although, to date, only answers to relatively common questions exist, there is a double benefit for brands, which see, on the one hand, the cost of customer services fall sharply, and, on the other hand, the level of customer satisfaction increase.
Content recognition at the heart of the revolution
Another figurehead of the rise of AI, content recognition has, for example, already allowed Facebook to identify certain images in order to remove any unwanted, shocking or provocative content from the social network. Content that should not be distributed is then automatically banned and prohibited.
The gap that brands could then take would be to collect as much insight as possible on how their entity is taken up on social networks. From this point on, everyone can imagine real social media monitoring on the main social networks.
The next challenge of AI in the coming years
While not all brands will necessarily need to use AI one day, it is a safe bet that most advertisers will eventually have a virtual assistant service. Siri could very well become, in a few years, a source of Shopping recommendations.
To prepare for this new role of artificially intelligent advisor, advertisers should therefore immediately make all their content easily understandable and analyzable by Siri. This highlighting of exhaustive information on a product or service, to make it easily accessible to a form of artificially intelligent research, probably constitutes the first milestone of this new era for which advertisers must prepare. The hardest part is yet to come, because AI has not yet managed to “humanize” itself completely. Fortunately, some will say!
Indeed, the main difference that still exists between AI and humans lies in this empathy that is specific to us. This is enough to give a hard time, therefore, to the men who educate the machines in the hope of one day seeing them become as human as possible.