Artificial intelligence today has almost nothing in common with the AI of science fiction. While movies and TV shows present us with a (sometimes) frightening look at an AI that is capable of understanding its surroundings, there is still a distinguishing factor between big screen robots and the AI we have today: today’s AI is still at the mercy of the algorithms we provide.
Modern artificial intelligence can be understood in two concepts:
Computer systems continuously learn to look at more data more quickly than any human would be able to through the programming of machine learning algorithms. A computer can be programmed to understand any rule or pattern that a person is looking for and will be more effective than a person at executing.
This can be seen in digital advertising campaigns. A human can log into a system, choose which data provider to use, choose which segments to run, execute the campaign and then check it periodically to optimize performance. With the addition of AI, the computer system decides how to run the campaign based on goals and parameters set by humans, and tells you what decisions it made during and after the campaign and why.
Computers are still lacking in some departments, such as emotion and negative sentiment. In the example of the United Airlines fiasco last April (when a man was dragged out of his seat after the flight was overbooked), a computer would notice the ads aren’t performing as well as they once were and would continue to look for ways to optimize the campaign – not even taking into consideration the obvious negative sentiment to the tagline “Fly the Friendly Skies.”
The way that artificial intelligence will affect us as consumers is more subtle than we think. Although self-driving cars will become real in our lifetime, it’s unlikely that traffic will improve. The difference will be that cars, roads and signals will all be connected based on our rules, making the flow of traffic better.
AI will affect us and the way we do our jobs. We all have the opportunity in our current work to embrace these new tools and effect change in our lives to make us more efficient, so if you invest and take advantage of what AI can do for you and your business, good things are likely to happen to you.
Want to learn more about the human and machine relationship of AI? Check this month’s Marketing Land article by Magnetic CEO James Green to learn more.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.