Creative AI, what comes next?

29 May, 2019

By Milan Blazevic, Commercial Director, ANZ, Crimtan

In 2016, Alphabet Inc’s Deepmind AI (known as AlphaGo) achieved what many experts had thought would be impossible; to beat a human world champion in an almost 2,500-year-old board game known as GO.

AlphaGo’s entire performance proves that A.I. has great potential for solving problems beyond making the right moves during a game of Go.

It had won with such a level of creative thinking that it helped finally validate an old GO strategic proverb that the aim of the game wasn’t ever about “what should I build overall, but rather how can I use every stone piece to its full potential?

“Google CEO Sundar Pichai describes AI as “a core, transformative way by which we’re rethinking how we’re doing everything.”…

 

Though true AI has yet to be fully utilised in today’s media landscape, what we have seen is the rise of machine learning algorithms that are powering data lead decisions. This shift has had an incredible impact on the way in which we interact with people across all forms of communication.

And in the future, one of those possibilities is for a ‘Creative AI’ to adapt to the creative process of content across all delivery platforms. The content itself isn’t exclusive to the written word within things like social as it extends to all forms of communication which including advertising.

When you enter the media industry, you learn the one-liner holy grail of marketing: to reach the right person, with the right message, at the right time.

Traditionally with this idea, there had been an abundant amount of businesses with experts in production, strategic planning and media buying all working together towards delivering a singular idea that would best achieve a brands goal.

Many years ago I worked with a fantastic creative team at Southern Cross Austereo. When we received a brief from a brand, we would go and sit in a room, brainstorm, test, refine, test again, build, and then attempt to find the right environment to deliver the selected message in the hopes to achieve the desired outcome.

And how do we measure the response? That too depends on the delivery platforms either through a content publication, social network, search engine, or a DSP.

It was an invaluable learning experience, however, it was an incredibly manual one.

And most marketers will tell you that this is an incredibly expensive, manual and time-consuming process. The results and strategic learnings that are attained are often collated sometime after the campaign has ended which means that there are rarely any opportunities for altering communication in real time.

Additionally, the levels of personalisation are often restricted due to the resource. There’s a ceiling of ads you can physically build and deliver in the campaign time available to you.

With the insights derived from the post-campaign review, you can change the way in which you communicate to your audiences moving forward. Though, how many potential customers did you miss by not having those learnings at hand during the campaign?

Creative AI will allow marketers to reduce the friction of the traditional creative process in a cost-efficient way while adding levels of variety that was previously impossible. And thus, it is enabling delivery platforms to adapt to form one-to-many communication channels to audiences with personalised messages in real time.

How machines are beating humans in milliseconds?

Consider a standard display advertising campaign delivered through a DSP. Its changeability of messaging depends on the output of creative variations built by a human team.

Now take that same display campaign and apply creative AI logic and dynamic templates. Suddenly, advertisers can interchange specific elements that have the highest propensity to engage with a customer. Images, messages, call to actions, and any other resource can be analysed by a machine learning algorithm and interchanged in milliseconds to adapt to the current user situation.

How creative AI could eliminate the need for ad blockers?

The rise in the adoption of ad blockers has come from user perceptions that have felt that ads had become too intrusive and irrelevant.

Instead of finding ways to circumvent ad blockers, we should see this as the best brand survey media industry has ever taken. If we use Creative AI to help personalise the user experience so to deliver something that they would want to see, rather than what we think they should see, then the adoption of ad blockers could change.

As an industry, we are moving towards something incredibly exciting. The ability to deliver a truly personalised user journey mapped out by an AI that can process billions of pieces of information.

Together, with a combination of Creative AI and human expertise, we will refine the way we interpret the age-old advertising saying of delivering the right ad, to the right person, at the right time.

If you’d like to learn more about how we’re helping brands improve their display advertising results – and what we can do for you, please get in touch with your local Crimtan office