Revolutionizing Advertising Decision-Making: A Look at AI in Action
Jason Smith, Chief Digital Officer of Company Name, recently delivered a presentation exploring the role of artificial intelligence (AI) in reshaping decision-making processes within the realm of advertising and marketing. Drawing from a strategic experiment conducted by his team, Smith discussed the potential benefits of combining human and AI decision-makers to overcome common perception biases and external factors.
Addressing Human Biases and External Factors
“Let’s recognize that we’re not the best at making decisions, that there are some issues when we make decisions—just as there are some issues when AI makes some decisions,” said Smith.
The Power of Combining Human and AI Strengths
Smith advocated for a collaborative approach, envisioning a balance between human intuition and AI assistance to overcome the challenges within marketing and advertising. The strategic experiment involved analyzing the human decision-making process by comparing AI with a human team in running a Facebook travel campaign.
The Role of “Noise” in Decision-Making
“There’s no way that a human can realistically go through 83 million [ad variation] combinations,” said Smith. “AI is better at picking out important signals in large data sets.”
Finding the Right Balance Between Human Input and AI Assistance
Initially, humans outperformed the AI-optimized campaign. However, the AI campaign quickly pulled ahead as Smith emphasized the importance of recognizing human limitations and leveraging AI to reduce decision-making flaws. The presentation concluded with key takeaways, encouraging the recognition of human decision-making limitations, leveraging AI to reduce flaws, and finding the right balance between human input and AI assistance.
