A lot of buzzwords are in the digital realm are humming around and the term that’s creating a buzz most frequently of late is “artificial intelligence.” The science of AI is transforming the profession, giving birth to new disciplines such as programmatic and next-generation advertising. While AI is incredibly shouldering extensive responsibility for advertising processes and tasks, it is also proving its prowess in making advertising experiences more intelligent and better suited to the needs of advertisers.
Let us take the way we perceive an ad content thrown at us. The human eye is a unique piece of equipment. Though we have a broad field of vision, only one percent of it is high resolution and the rest is blurred. So, this means that when we view an ad, we can only focus on small portions of a screen at any given point of time. While processing a visual information, we have a limited grasp of that information. Therefore, infusing many visual elements in an ad can make it cumbersome for the viewers to comprehend important information, such as calls to action. Taking a cue from this situation, AI is inventing a new and powerful application: assisting us to finally understand the potentiality and limits of human perception and to design accordingly.
For e.g. Visual Content Optimiser is an artificial eye that uses AI to mimic human vision and perception. Through this innovation, designer and visualisers can see a heat map of the adverts which will indicate the portion where human will be drawn for the ad to get maximum exposure. It also promises to help the designers to undertake improvements in the design. Here, AI is being used to make adverts better suited to the way humans view them. The implications are clear, people will be able to interact with ad content more easily. With this innovation, AI will serve a better experience to the viewers and the exposure to the brand which may further result in conversions.
The way targeting helps advertisers reach the preferred TG, dynamic creative platforms now depend on AI to gather data about the site the user is on to make sure that the ad unit aligns with not just the user’s demographics but also the frequently visited websites by the user. Taking a cue from all the factors, it is quite clear that AI is creating a greater impact in the advertising sector. Although it is in its developing stage, helping to expedite and personalize the decisions, it won’t be surprising if it surpasses our own intelligence.