The digital landscape has always evolved rapidly, but the changes brought by the AI revolution represent a paradigmatic shift moving at meteoric speed. This revolution is transforming the advertising world, offering unprecedented opportunities for all market players. The key driver of this transformation is Artificial Intelligence (AI), which is set to impact brands, advertisers, consumers, and the platforms they use—including digital and traditional mediums like radio, TV, and even billboards.
Ultimately, the AI revolution will fundamentally change how advertisers communicate their messages to consumers. Tal Jacobson, CEO of Perion, explains, “Advertisers and marketers, especially those in the digital sphere, are accustomed to a turbulent and ever-changing environment. However, everything they know is about to change.”
AI excels in understanding context, learning locations, analyzing human behaviors, and tailoring advertisements to the right moment and place.
For decades, the advertising industry has sought to master the art of context-based advertising, and now AI offers the capability to enhance user experiences seamlessly. For example, if a viewer enjoys the style featured in “Emily in Paris,” AI can detect these preferences and present tailored product recommendations—all while safeguarding privacy. Brands can now leverage intelligent algorithms to create personalized ads, catering to consumers’ needs and desires.
These ads will adapt to users’ locations and platforms. As a user passes by a favorite brand, they might receive an ad highlighting new collections or limited-time offers, tailored specifically to them. AI’s influence extends to the creative aspects of advertising.
The technology can adapt creative assets for various platforms rapidly and accurately.
AI-driven ad personalization
Previously, this process was a manual, time-consuming task.
Now, AI automates it, ensuring optimized delivery for different mediums, from print to mobile. AI also extends to audio advertising. Tasks that once required expensive production processes and specialized equipment can now be automated, allowing for countless variations in ads.
This includes different lengths, tones, voices, and languages—all at a minimal cost. AI is not just transforming the advertiser’s side; it’s empowering brands as well. Stores can analyze both physical and virtual visits to optimize customer experiences with unprecedented precision.
AI’s learning capabilities also help brands improve future campaigns based on past data. These AI capabilities are not futuristic dreams but are becoming a reality today. Many clients and advertising agencies are already leveraging these tools to be more creative, faster, smarter, and more effective.
The gap is widening between those who adopt AI technology and those hesitant to embrace it. The rapid evolution of the digital landscape driven by AI presents both challenges and opportunities. Those who fail to integrate AI across the advertising and marketing space will be left behind.
Conversely, those who harness its power will shape the future of the industry, driving a new era of advertising and marketing.
