AI & Marketing: The Far-Reaching Effects of Machine Learning

In last week's episode, we discussed how digital advertising platforms such as Google Ads are already implementing and relying on machine learning. The reach of AI in digital marketing does not stop with ads. As companies reluctantly become less dependent on third-party data, they are turning to machine learning to fill the data void. AI can help us perceive visitor behaviors and interests clearer without breaching privacy expectations. Pioneering uncharted frontiers has historically brought great rewards. Equally so, it has brought great risks and dangers. This can be observed in the digital marketing industry when large tech platforms create new ways for businesses to target and engage their customers. Meta (formerly known as Facebook) is being sued in a class action lawsuit for Meta Pixel's role in helping marketers target visitors of medical sites. Meta has also released a new chat AI they call "BlenderBot 3." This chatbot can discuss almost any topic. The more users engage with Meta's latest AI the better the model will be trained. BenderBot appears to have views we think its creators would disagree with, including its view on Mark Zuckerberg. At this point, nearly all marketing companies are implementing and experimenting with machine learning in some capacity, including Google, Meta, Microsoft, Amazon, LinkedIn, and HubSpot. With much uncertainty on where this will all lead, a few things are certain: more lawsuits, increased reliance on AI, and the realization that it is becoming increasingly challenging to control how your ads and messaging are presented in the public light.

In this week's Digital Marketing Mondays, Hans and Devin discuss the growing role AI will have in the marketing industry and what you need to understand to make sure you have the most control over where and how your ads are being displayed.