- The term artificial intelligence (AI) is an umbrella term that covers a wide range of machines that learn through the data that we feed them with to perform certain cognitive tasks just like humans.
- Because of their outstanding abilities, the use of artificial intelligence-powered machines is growing exponentially.
- These machines possess the ability to read and understand the text, hear sounds, and understand them, see and identify images and even move flawlessly around obstacles just like humans.
- AI has entered new industries like advertising and graphic designing recently and its role in these two industries is discussed in detail further.
From Gmail’s smart compose, which recommends what to type next, to Facebook recommending who to tag by detecting the faces in the photos, to Siri being able to understand voice commands and creating responses, all are using the power of AI. Considering these examples, we can say that AI has transformed ways of working globally and continues to evolve. AI has entered new industries like advertising and graphic designing recently and its role in these two industries is discussed in detail further.
Smart advertising with AI
AI isn’t lagging when it comes to creating advertisements and personalizing the customer experience. It is in fact, one of the most recent trends in AI.
Recent global research found that nearly 73% of the customers expect a personalized experience when they interact with brands.
Another survey by Boston Consulting Group (BCG) found that the chances of consumers adding additional items to their basket increase by 110% and their spending amounts increase by nearly 40% when they are provided personalized services.
These facts and figures indicate that it is important to wrap advertisements around personalization, segmentation, and other functions, that are nearly impossible to imagine without AI.
AI is thus taking over the field of advertisements rapidly by transforming the world of advertisements right from the entry-level by taking care of audience targeting to ad creations to ad buying.
The working of AI in the advertisement tech stack
AI helps to identify and recognize behavioral patterns, future behavior, and purchasing inclinations of customers by analyzing huge arrays of big data gathered over a period of time.
This is achieved with the help of predictive models that use technologies like machine learning, neural networks, and deep learning. These technologies are discussed below:
1. Machine learning (ML)
Machine learning is a branch of AI and it works side-by-side with AI as a rule to perform the function of experiential learning.
Machine learning helps to gather data and analyze it by learning from it over a period of time to recognize new patterns and instruct the systems on how to optimize the advertisement campaigns.
2. Neural networks
The neural network algorithms are based on highly interrelated nodes that somehow work similar to human neurons. These networks are built upon mathematical models that help in pattern recognition to reproduce results like the human brain to replicate AI.
In advertisement stacks, neural networks help to process a huge amount of data to derive valuable outputs by understanding different patterns and segmentations that exist in the data.
3. Deep learning
Deep learning is a subset of machine learning which applies the capability of neural networks for predictive modeling. It helps to analyze data in different contexts by recognizing different patterns in the data efficiently.
Use cases of AI in advertising
1. Performance optimization
Performance optimization is one of the primary use cases of AI in advertising. Here, machine learning algorithms are used to analyze how ads are performing across various platforms and then offer recommendations on how to improve performance and user experience.
In some cases, AI also helps to highlight the performance issues that the user doesn’t even know can exist. In other cases, it intelligently automates the actions to be performed, helping the users save time and effort.
2. Advertisement creation
AI also offers systems that are usually called AI-powered systems to partially or fully create advertisements based on the user’s goals.
These systems leverage natural language generation (NLG) and natural language processing (NLP) to create an ad that may perform better than the ones created by humans in fractions of time. This is because they use data to analyze the audience and then customize the advertisements as per their needs.
3. Audience targeting
Targeting the right audience is one of the key factors to be considered when creating ads and AI can intelligently help here. AI analyses the past and present customers, and ad performance and then measures all of them against the set key performance indicators (KPIs) to identify the new audience to be targeted.
Vendors offering AI tools for advertisement and personalization
- Adobe: With the help of its Adobe Advertising Cloud that unifies data from digital as well as television campaigns along with its platform Adobe Sensei, which measures conversions.
- GumGum: With its AI-powered technologies that learn from videos and images from the web to analyze the exact spots where customers will see the ads.
- Wordstream: By helping to analyze the performance of advertising campaigns across Facebook and GoogleAds and recommending the required changes quickly.
The rise of AI in the graphic design industry
AI has recently entered the creative arena of the graphic designing industry with its cognitive abilities. It is best leveraged as a design tool that helps to optimize and speed up project completions.
AI’s power lies in its celerity to analyze arrays of data and output alternative designs for the graphics industry rapidly. These designs can then be reviewed and selected by designers to enhance the generated images. AI, thus, is also called as the designer’s best friend.
The rapidness with which AI performs all these tasks helps to:
- Reduce costs
- Improve efficiency and
- Create multiple designs that can be A/B tested with multiple and different categories of user groups for maximum market information and ultimate sales
How do graphic designers work with AI?
AI helps designers to create images that are impossible for them to create otherwise. This is done by analyzing the users and then creating logos and even designing complete layouts for a website after checking the relevance of different objects to be created with the help of their cognitive abilities.
These AI-powered systems possess also the ability to categorize the website into a specific category and then choose suitable color combinations, backgrounds, font styles, and the overall layout of the websites. These abilities of the AI-powered systems make the whole process cost-efficient and much easier for the designers.
Vendors using AI in graphic designing
1. Tailor Brands
Tailor Brands is a highly advanced AI-powered logo designer. It produces attractive logos for the entrepreneurs and also offers them tons of other customizable features for enhancing their logos as per their requirements.
Another case where the artistic nature of AI came into the picture was in designing Nutella’s one-of-its-kind jars with different combinations of lines and shapes, polka dots, and zig-zags that they called “Nutella Unice.”
This was achieved with the help of AI-based algorithms that combined various patterns and colors for each design on its own.
With the help of this campaign, Nutella was able to sell seven million jars in their Italian markets within 30 days.
3. Logo Design Maker tools
Another use-case of AI in the graphic designing industries is the availability of a large number of free logo design maker tools online, that take information from the users and then analyze the collected data with the help of AI-powered systems to make relevant templates and logo designs.
All the discussed use-cases and trends in AI clarify one point, and that is, AI has successfully transformed businesses and processes across the world and will continue to do so in the future by catering to the needs of all kinds of industries and businesses and automating their work efficiently with the help of its cognitive abilities.
Shree Das is a Technologist and works for VMware, Inc. Responsible for architecture and design of various reference architectures and solution development.