MERCADEO Versión en español
Tom Ollerton from We Are Social: Can The Creative Process Be Automated?
Manuela Walfenzao| 30 de agosto de 2017
Ollerton: Estas tecnologías no pueden duplicar el cerebro humano
Tom Ollerton, Innovation Director at We Are Social, wrote an article in CMO.com about the possibilities of automating the creative process through artificial intelligence (AI). “What are brands actually going to do with this threatening force, and will it really be able to replace you or your agency?” he wonders. According to Ollerton, while it is seductive to automate the creative process, there are a lot of considerations and limitations to doing so. He said there are two opportunities that stand out in the market using AI: automation and personalization. “Both are realistic and useful solutions for brands that can make a difference to a digital marketing strategy” he said.He mentioned several startups who are doing this very efficiently. Zo, which can create Facebook content based on a variety of data points as well as create your next post in front of your eyes; and Picasso Labs, which uses AI to analyze your market’s social images to tell you which visuals, colors, and compositions can drive the best ROI. Idomoo and Photospire, which use DSV (Dynamic Social Video) for personalization, allowing to send hundreds of different versions of a video to narrow target audiences, without having to make numerous edits.However, he said that these technologies could not replicate the human brain, nor truly understand our needs, wants, and desires. He recommended not ditching agencies but letting AI deal with the less emotionally complex tasks, freeing up time for the best human talent to spend on work that requires empathy and a contextual understanding. “The perfect solution is currently the synthesis of human emotion and machine efficiency” he highlighted.
Diario de Hoy
Noticias relacionadas (5)
29 de agosto de 2017
Quantum incorporó procesamiento con Inteligencia Artificial con aiWARE para Xcellis
14 de agosto de 2017
IAB crea grupo de trabajo para preparar a la industria en AI y ML
9 de agosto de 2017
Nuance: El futuro es la IA, reconocimiento de voz y búsqueda de contenido
6 de julio de 2017
Marc Keating de Stein IAS: La IA marcará el futuro del mercadeo B-to-B