How AI is taking ad targeting to another level

AI’s growing influence in advertising is reshaping how companies connect with consumers, offering unprecedented precision in targeting and personalization while streamlining previously complex marketing processes.

Current landscape: AI technology is enabling advertisers to make faster, more complex decisions about message placement and audience targeting while expanding creative possibilities.

• Known CEO Kern Schireson emphasizes AI’s role in accelerating the decision-making process for determining optimal message placement and audience targeting
• The technology allows for real-time optimization of advertising content based on factors like time of day, platform, and viewer context
• AI-powered tools are handling tasks that were previously too resource-intensive or time-consuming for manual execution

Innovative applications: Recent campaigns demonstrate how AI is transforming traditional advertising approaches through sophisticated personalization and targeting capabilities.

• During a Super Bowl advertisement, AI technology enabled actor John Stamos to personalize his message by mentioning each viewer’s specific city location
• Known’s AI chatbot, “The Big Letbotski,” analyzed 80,000 subreddits to identify optimal placement for Shake Shack’s chicken sandwich promotion
• The targeted Reddit campaign contributed to Shake Shack exceeding sales estimates by 31%

Technical capabilities: AI systems are now performing complex marketing tasks that were previously impossible due to scale and resource constraints.

• The technology can analyze vast amounts of data to identify relevant conversation threads and audience segments
• AI enables real-time content optimization and personalization at an individual viewer level
• Machine learning algorithms can evaluate multiple factors simultaneously to determine optimal ad placement and messaging

Market impact: The integration of AI in advertising is delivering measurable results while opening new opportunities for brands to connect with consumers.

• Brands can now create personalized experiences at scale without significant increases in production costs
• AI-driven targeting helps ensure marketing messages reach the most receptive audiences
• The technology enables more efficient use of advertising budgets through precise placement and optimization

Looking ahead: While AI is proving transformative for advertising effectiveness, questions remain about privacy implications and the balance between personalization and consumer comfort with targeted messaging. The technology’s continued evolution may further reshape advertising practices, potentially leading to even more sophisticated targeting capabilities while raising new ethical considerations.