Zack Dugow, the Founder and CEO of Insticator, a global leader in increasing engagement for publishers, discusses the opportunities and challenges presented by artificial intelligence in the adtech industry. As AI technology continues to advance, industries are looking for ways to incorporate it into their work to improve efficiency and effectiveness. In the adtech industry, AI has the potential to revolutionize content creation, decision-making, and personalization at scale.
One significant opportunity presented by AI in adtech is the ability to generate content quickly and efficiently. Tools can create copy, artwork, and audio-visual content with a simple typed prompt, allowing for rapid adjustments to campaigns in response to trends. However, a challenge with AI-generated content is the risk of losing brand identity, as the artwork often has a similar glossy, plastic sheen and generative text can lack individuality. Having skilled artists and writers on staff can help address these challenges.
AI also offers the opportunity to aid decision-making by analyzing large volumes of data and identifying trends and predictions in minutes. This capability can provide a significant advantage to companies that deploy AI effectively, allowing them to handle more analysis without the need to expand their team drastically. However, a challenge with AI decision-making is the risk of unreliable data, which can lead to incorrect conclusions and outcomes if not carefully vetted and monitored.
Personalization at scale is another opportunity presented by AI in adtech, allowing companies to craft personalized messages for customers based on their order history. AI chatbots can provide custom, individual work that would be impractical and costly to achieve with human copywriters. However, a challenge with personalization at scale is the need to refine algorithms to avoid unintended consequences and interpretations of the data. It is essential for companies to anticipate and correct these issues to optimize AI performance.
In conclusion, the key to working effectively with AI in the adtech industry is to have a solid understanding of how it works and to be able to verify its output. While AI can be a powerful tool for saving time and resources, it is important to have human oversight to prevent errors or misinformation. By leveraging AI to enhance content creation, decision-making, and personalization, companies in the adtech industry can stay ahead of the curve and maximize their business potential.
