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Emotion + Science + AI = Profit
INSIDE: Your exclusive invitation to our Unofficial Google Marketing Live tailgate
Emotion + Science + AI
= Profit
INSIDE: Your exclusive invitation to our Unofficial Google Marketing Live tailgate
by Tod Maffin (LinkedIn • social media)
Today's News
JOIN US! Unofficial Google Marketing Live Tailgate
This Tuesday (May 21), Google will be holding its annual Google Marketing Live event, where they show off their upcoming changes to their advertising platform. It is a must-watch for anyone who runs Google ads.
That morning at 11:00 a.m. ET, our Google ad correspondent Jyll Saskin Gales and I will hosting the third-annual Unofficial Google Marketing Live Tailgate!
Join us along with ex-Googlers Mathew Growden and Solange Abraham for a review of the last year of Google ads, what we expect in the announcement, and more. We’ll be live and can take your questions!
PLUS…
Premium members get access to an additional live show the day after, recapping all the announcements that happened, how the changes will affect your campaigns, and analysis on the future of Google Ads.
▶️ UPGRADE and GET ACCESS NOW for only $5
ADS AI • How AI is Changing Television Advertising
Some things don’t really change in the ad world.
Take this year’s Upfronts — the annual pitch to advertisers by TV networks (and now, streaming services). All the usual was there; the celebrity cameos, the three-martini lunches.
But one thing was new: AI — and how the networks believe their tech gives them a leg up in reaching better quality audiences.
NBCU, for instance, has been working on AI-generated audience segments — something apparently so new, it was only briefly mentioned on a PowerPoint slide, but the company later spoke with Digiday about the upcoming segment-building technology.
Using large language models, NBCU trained its AI platform on every movie and show owned and created by NBCU along with hundreds of links to web-based content.
After having the AI write summary descriptions for every piece, it trained the LLM on data from academic research about behavioral science, human emotion and motivation theories.
The team then had the AI assimilate a system and mathematically map the content descriptions with the academic materials to score similarities between human emotions and the episodes of each show…
In an alpha phase last year, NBCU took a handful of clients — across travel, entertainment, auto and quick service restaurants — to test the AI-generated audience segments…
According to [an NBCU exec], the AI-generated audiences led to between 22% and 46% more sales than the existing machine learning models.
NBCU wasn’t the only one with AI on the brain.
Disney says its new Magic Words ad product can identify the mood of any given scene, and match that mood to ad creative.
But don’t get too drunk on the AI — a Forrester report this month, said 60% of U.S. senior marketers are concerned that using generative AI in their marketing could create false or inaccurate information.
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