MERCADEO Versión en español
IAB Creates Work Group To Prepare The Industry In AI And ML
Manuela Walfenzao| 14 de agosto de 2017
Albano será copresidente del grupo
Many marketing, technology and advertising executives from the main companies in the market do not have much awareness and understanding of the impact that artificial intelligence (AI) and machine learning (ML) have on their spaces, explained Patrick Albano, CRO at AdTheorent, who wrote an article on the web page of the Interactive Advertising Bureau, to announce the launch of the first work group aimed at preparing the industry for these new technologies. Albano, who will be Co-President of the group together with Jordan Bitterman, CMO of IBM’s Weather Company, under the leadership of Susan Borst, Assistante Director of Mobile in IAB, highlighted that according to Forrester, for 2020 the companies that dominate AI will take away US$1.2 billion per year from those who don’t. AI and ML will impact the world of marketing, according to Albano, in three areas, that are the goals all advertisers aim at: finding the right people, saying the right thing and marketing more effectively. As an example, he mentioned that this year the U.S. Air Force used ML to recruit through the analysis of the different attributes of young people in the country, or that Toyota and Saatchi LA used AI to train their creatives in “a thousand ways to say yes” and that way make an ad for almost any potential buyer of their vehicles. The AI and ML work group will only be open to IAB members. They already held their first meeting, attended by more than 100 members.
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