According to CNBC, this week, at the Cannes International Creative Festival held in France, artificial intelligence and its communication applications became one of the hot topics.
At the provincial capital where global advertising and marketing professionals gather, attendees can sit down and listen to a report titled "How does artificial intelligence shape the future of Hollywood?" or listen to a book called "Robots, Artificial Intelligence, and Human Creation." Speech of the Future of Force.
At the booth of the global advertising giant Publicis Group, participants can learn about the company's new platform Marcel. According to reports, the Publicis Group originally stated that the company will not participate in this year's Cannes International Creative Festival, but also invest in the internal communication computer program Marcel.
However, marketing professionals involved in the Cannes Lions International Festival of Creativity emphasize that no matter how much development potential, artificial intelligence can never replace the emotional communication between human marketers and customers. At present, for the brand, emotional communication with customers is very important.
In an interview with CNBC, John Travis, vice president of brand marketing at Adobe, said: "Robots can never do marketing. Intuition, emotion... All the qualities that we often talk about marketers should have more than ever. more important."
At the group meeting held on the 19th local time, P&G chief brand officer Mark Pritchard pointed out that human creativity will not be replaced by it. He said: "Can the machine do the analysis? Can the machine do the algorithm? Can the machine filter a large amount of data? Can the machine gain consumer resonance and insight? No. The machine can come up with an actionable Is the wonderful idea of ​​human emotions? No," he said.
Pritchard added: "I think machine learning, algorithms or data are bound to be useful. But I firmly believe that artificial intelligence can't replace human creativity. Creativity is still a very human skill."
At present, artificial intelligence has been applied to the field of programmatic advertising.
The so-called programmatic advertising refers to the use of technical means for advertising transactions and management. Advertisers can programmatically procure media resources and use algorithms and techniques to automatically target precise target audiences and deliver ads only to the right people. P&G has increased its programmatic advertising spending.
Pritchard pointed out that P&G has transformed from a company focused on mass marketing to a company that can deliver personalized advertising to consumers on a large scale.
Adobe has moved from a company that sells boxed software (such as Photoshop) to a company that uses a subscription model. Because of this, the use of marketing tools to retain customers has become more important to the company.
Adobe's marketing cloud helps brands measure the effectiveness of their communications and use artificial intelligence to better target consumers. “I like data analytics – it makes me a great marketer, has the status of today, and gives me the ability to prove my worth. But emotional connections are more important than ever,†Lavis said.
Travis pointed out that artificial intelligence can liberate "the human labor from the tedious work of the machinery." "People will spend hours searching for something. Now through artificial intelligence, the same thing can be done in seconds. carry out".
MasterCard's chief marketing officer, Raja Ramanaar, believes that artificial intelligence can replace a lot of repetitive tasks or data analysis. Speaking at a panel meeting at the Cannes Lions International Festival of Creativity, the executive said: “Is artificial intelligence replacing humanity? It was impossible in my lifetime.â€
Fronius Torch,Fronius Torches,Mig Torch Parts,Fronius Mig Torch
Shaodong Lida Tools Co.,Ltd , https://www.hailiweld.com