How Marketers Are Customizing Brand Storytelling For Individuals

How Marketers Are Customizing Brand Storytelling For Individuals
Advertising

PSFK researchers take a look at how AI is being used to tailor messaging to individual consumers in large-scale advertising campaigns

PSFK
  • 2 february 2018

Marketing agencies are increasingly turning to artificial intelligence to help create customized storytelling for brands. AI engines are smart enough to be able to work out the needs of individual consumers and tailor the information brands want to get across to them accordingly.

PSFK researchers are looking into AI applications that give audiences more personalized experiences. Millennials in particular are very receptive to the use of AI in advertising. A recent Rocket Fuel survey found that over two-thirds​ ​of​ ​millennials​ ​see​ ​the​ ​benefits​ ​of​ ​brands​ ​using​ ​AI​ ​to​ ​help​ ​inform​ ​and​ ​direct​ ​their​ ​buying decisions. As the amount of products and services available online grows, an increasing number of consumers seem to be keen for brands to provide them with a more personalized experience. Here are a few examples of marketing agencies using AI platforms to provide customized storytelling at scale:

Saatchi​ ​&​ ​Saatchi​ ​LA 
Advertising​ ​agency​ ​​Saatchi​ ​&​ ​Saatchi​ ​LA​ ​has​ ​run​ ​several​ ​AI​ ​campaigns​ ​for​ ​brands, including​ ​a​ ​Facebook​ ​campaign​ ​with​ ​Toyota​ ​that​ ​used​ ​1,000​ ​different​ ​interests​ ​to​ ​help people​ ​discover​ ​unusual​ ​activities​ ​using​ ​IBM​ ​Watson.​ ​The​ ​agency​ ​is​ ​looking​ ​at​ ​machines to​ ​help​ ​bring​ ​into​ ​unique​ ​patterns,​ ​which​ ​they​ ​call​ ​“flexible​ ​storytelling”​ ​pieces​ ​within​ ​ads that​ ​can​ ​be​ ​changed​ ​based​ ​on​ ​given​ ​data.

JWT​ ​Canada 
Integrated​ ​marketing​ ​agency​ ​JWT​ ​Canada​ ​plans​ ​to​ ​use​ ​AI​ ​for​ ​its​ ​airline​ ​and​ ​bank​ ​clients to dynamically​ ​change​ ​parts​ ​of​ ​ads—such​ ​as​ ​someone’s​ ​location​ ​or​ ​price​ ​of​ ​a​ ​flight—to​ ​target specific​ ​markets.​ ​The​ ​AI​ ​engine​ ​uses​ ​data​ ​signals​ ​to​ ​determine​ ​individual​ ​customers’ needs​ ​and​ ​tailors​ ​information​ ​accordingly.​ ​While​ ​a​ ​person​ ​still​ ​sets​ ​the​ ​strategy​ ​and​ ​vision, the​ ​agency​ ​believes​ ​that​ ​execution​ ​in​ ​the​ ​long​ ​run​ ​can​ ​be​ ​100%​ ​robot.

Cosabella 
Lingerie​ ​brand​ ​Cosabella​ ​replaced​ ​its​ ​agency​ ​with​ ​AI​ ​platform​ ​Albert​ ​to​ ​handle​ ​marketing and​ ​media​ ​buying​ ​autonomously.​ ​Albert’s​ ​machine​ ​learning​ ​powers​ ​marketing​ ​in​ ​email, mobile,​ ​search​ ​and​ ​display,​ ​while​ ​marketers​ ​enter​ ​high-level​ ​parameters​ ​like​ ​geos, channels​ ​and​ ​target​ ​audiences,​ ​and​ ​set​ ​a​ ​budget​ ​and​ ​KPIs​ ​around​ ​return​ ​on​ ​ad​ ​spend​ ​and monitor​ ​performance.

AI applications can enable marketers to customize brand storytelling and make it more convenient for them to provide the personalized messages their audience desires, no matter how large that audience may be. The agencies listed above have done a great job of utilizing AI to target individuals with brand storytelling. For more on this subject, members can download our recent research paper Evolved Brand Marketing & AI Toolkits.

Marketing agencies are increasingly turning to artificial intelligence to help create customized storytelling for brands. AI engines are smart enough to be able to work out the needs of individual consumers and tailor the information brands want to get across to them accordingly.

+advertising
+AI
+artificial intelligence
+Brand Introduction
+chat a researcher
+Market Research
+Marketing
+Millennials
+mobile
+Product Promotion
+retail
+work

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