当广告“读懂”你的心
Traditionally advertisers on social media could target people by the group they were considered to fit into — for example, if you’re a student in Edinburgh or a 35-year-old woman who likes yoga. Ads would “follow” you around the Internet based on what you’d been searching. But using the ability of AI to draw on vast quantities of data, companies like Cheil UK can create thousands of different ads that are tailored to different personalities and personal situations. The aim is to show countless different ads to millions of people, all unique to them, down to the tone, phrasing, music and colours used.
“Right now, AI is performing really well on that targeting piece. Where it’s still in nascent stages, is on that personalisation piece, where a brand is actually creating creative copy that matches some element of your psychological profile,” explains Jacob Teeny, an assistant professor of marketing at Northwestern University’s Kellogg School of Management.
Not everyone is convinced that personalisation is the right way to go. “The real opportunity lies in using AI to deepen the relevance of powerful, wide-reaching ideas, rather than fragmenting into one-to-one micro-ads that no one remembers. Even if some junk claims to know your private information, it's still junk. There’s also the issue of data collection. All of it depends on a data economy that many consumers are increasingly uncomfortable with,” says London-based Mr Mato. “AI opens new creative possibilities, but the real strategic question isn’t whether brands can personalise everything — it’s whether they should, and what they risk losing if they do.”