Artificial Intelligence is Changing Marketing Before Our Eyes
Jun 11, 2023
Artificial intelligence is rapidly transforming the way businesses operate, with enormous potential for simplifying and automating both complex and simple, repetitive tasks. Marketers are eager to learn how this technology works and how they can use it effectively to impact their campaigns.
Though these questions currently dominate the media narrative, the underlying technologies aren’t new. The machine learning processes that power AI technology have for many years helped marketers analyze large datasets, identify patterns, and make predictions and recommendations. In doing so, they've helped to simplify the process of customer segmentation, campaign optimization, and media mix modeling. These algorithms allow resources to be diverted to the most productive and strategic tasks.
With the increasing accessibility of Natural Language Processing (NLP) and Large Language Models (LLMs), artificial intelligence is increasingly able to understand and generate human language. Marketers have leveraged these tools for sentiment analysis, in chatbots, and for language translation. Now, they’re expanding media campaign applications by generating creative and copy variations that update dynamic ads in real time.
As the technology advances, marketers will benefit from solutions that offer more personalized marketing experiences. Through advanced algorithms and data analysis, they can create content highly tailored to their audience, including ads based on individual preferences, behaviors, and contextual information.
These updates aren’t without their limitations, and ethical and privacy concerns will likely dominate conversations about AI’s place in the marketing ecosystem. In particular, safeguarding data within the broader context of GDPR, CCPA, ISO and HIPAA regulations—and maintaining customer trust—will become ever more important.
Marketing agencies have taken note of these developments, with many charting a familiar course by white-labeling external adtech and data solutions as key parts of their client offering.
Kepler has taken a different approach by designing a proprietary solution. Since we launched the Kepler Intelligence Platform (Kip™) in 2012, we’ve integrated various AI capabilities into our martech stack and continue to update it as the technology evolves. With its robust data security protocols and the agency’s data engineering expertise, KIP processes more than 200 million data points per minute. This gives Kepler the flexibility to present clients with a succinct data narrative and customized solutions for their needs.
We continue to leverage our deep partnerships and significant technical expertise to employ cutting-edge technologies—such as neural networks and LLMs—much like those powering OpenAI’s GPT and IBM’s Watson. Doing so allows Kepler to surface industry trends and other insights that guide our clients’ campaign strategies amid an increasingly complex programmatic landscape. As we incorporate secure LLMs governed by our own exacting security parameters, KIP gives clients a holistic view composed of insights from public industry data and private, client-specific material.
Our goal has always been to provide technology to identify and understand industry trends in a privacy-first, data-compliant manner. AI has been and continues to be an evolving integration within Kip™ to develop and expedite our capabilities—not replace them.
For example, the feature importance analysis within Kip Control allows Kepler to input macro factors such as seasonality, news cycle, or inflation trends on client revenue or conversions. It allows us to test and verify our hypotheses and optimize accordingly. In other cases, it might highlight new insights; for example, if creative shows up with lower importance in our model, we might consider how often we're refreshing it. Using this information in tandem with other Kip-driven analyses, such as fatigue analyses, allows us to better understand why a particular creative strategy is or isn’t improving performance.