Causing headlines in all significant and widespread tech-magazines and journals, Artificial Intelligence (AI) is already the buzzword in the realm of evolving technologies. Furthermore, as this revolutionary technology is offering promising solutions to complex business obstacles while discussing the capabilities, AI one often comes across statements like — “Artificial Intelligence is going to change the future of advertising.”

Provided the fact that there is a host of established and already tested models showing at the possibilities with AI, no wonder that Artificial Intelligence can find several applications in the multi-billion dollar advertisement industry too. The question is how AI can impact the future of advertising? Will it truly benefit the stakeholders and, most importantly, the consumers?

To understand better about how AI will be turning tides in the multi-billion dollar advertising industry, let’s start by exploring what has impacted the advertisement industry the most in this age and time.

Frequently, today, beyond print and other traditional media like television, the significant part of advertisement campaigns have shifted online. This change in the fundamentals of business structure has also transformed the business processes like never before.

Today businesses have to create different kinds of advertisements depending upon the medium of promotion. That involves very high costs, and also the ADs do not land or reach a target consumer group given the open nature of the internet and the diversity of consumer tastes. The three factors affecting ads are:
• Creating Personalised Ads
• Fraudulent Ads
• Irrelevant Ads

How is Artificial Intelligence (AI-technology) of any help?

Artificial Intelligence will eliminate the loopholes in the existing digital advertising processes. AI relies on data-driven accumulated information; the AI-based neural networks are capable of experience-based self-learning. This means that with more interaction or repeated application, they evolve to become better and better.

To put it into the prospect, in the connection of advertising AI can provide the consumer behavior patterns with more precision; it can assist create better campaigns by identifying more focused target consumer groups and more.
• Curbing Non-Human Traffic.
• Personalized Ads.
• Limited Ads.
• Increased Revenue Ads
While there is not a single doubt that AI-based applications will benefit businesses and save them a significant amount of money lost to elaborate but ineffective campaigns, it is often a subject of debate whether it will help the consumers.
Despite varied opinions, I believe that AI will help consumers as the trickle-down effect of savings on unnecessary costs will be transferred to consumers. For example, once a business can cut costs on the advertising of any product, the cost-cutting will also exhibit in the product pricing. The consumers may have to pay less for the same particular product as the company will now be able to offer reduced prices and still make the same or more profits than before.

We strongly believe better AI technology and its advancement not necessarily mean better advertising, and true adage continues, teams and people still need to have an excellent brand narrative and use this technology to connect to its customers. So with all this discussion about AI to break work and advertising, it’s essential to memorialize there is no shortage of work which has to be done by humans, and this will continue; the challenge one encounters today is to work in a world which is rapidly changing.

AI and AI-technology promise to provide consumers more control over what brands can connect with them, when, and how. It will need creative and strategic thought to drive, and this is something that machines alone can’t do. While certain functions will get automated like media buying etc. human intervention will be much solicited after all we are dealing with real people with real emotions.