It seems as if artificial intelligence is never out of the news. Practically every single day, there is some new breakthrough that promises to change the world. Just in the last month, for instance, Google Deepmind announced that they had created AI with a memory – meaning that their systems could learn something, remember it, and then learn something new straight after.
In other news, AI is now able to take a photograph and recreate it in the style of a painting. For instance, suppose you’ve got a photograph of your mother-in-law. This new AI will allow that photograph to be re-imagined in the form of a Picasso or Edvard Munch’s The Scream.
Given that branding is all about visual imagery, it makes one wonder whether AI could be used to improve how companies do their marketing. After all, if AI is able to understand a company’s visual characteristics, it could presumably come up with a bunch of marketing materials automatically.
AI-Curated Content
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We already see this kind of technology being deployed to help companies choose stock photos. On most business websites, stock photos are pretty generic and don’t really do anything to enhance the appeal of the company. But now, thanks to AI, it’s possible to automatically classify photographs according to their brand relevance. In other words, you don’t need a digital designer on your team to tell you whether a particular photo will work or not; you just need to run some software.
AI-Assisted Audience Targeting
Another way AI is helping companies is through audience targeting. Using conventional statistics and data, companies are able to track their customer’s preferences and make predictions about their behaviour. But without a thinking system behind the analytics, there’s only so far they can be taken. Often, analytics appeal to the average, rather than the specific customer, based on their specific tastes.
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The good news is that smart algorithms are a lot better at parsing data than people, allowing them to make branding more personalised. Companies will soon be able to offer customers banner ads that speak directly to them, rather to their audience in general. This could lead to a world in which companies are able to offer customers prices on a customer-by-customer basis, depending on their overall spending patterns.
AI Brand Generation
Artificial intelligence isn’t just combining art with photos to create strange chimeras; it’s also coming up with its own concept art. The first example of this was Google Deep Dream, a strange algorithm that tried to invent new images based on animal images in its database. What it ultimately produced looked like something out of the seventh layer of hell, but over time, the ability of computers to come up with their own artwork has improved.
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For many marketers, this is a promising development. What it means is that it will soon be able to generate photorealistic content without having to go to the source. New content from the brand could be created every day at virtually no cost whatsoever. Does that sound like something you’d be interested in?
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