Marketing
The New Marketing Revolution; AI No Longer Just Creates Ads, It Decides Where to Spend Your Money!
A new shift is happening in the digital advertising market. Until now, most conversations about artificial intelligence in marketing revolved around creating text, images, videos, and creative content. However, Stagwell has taken another step. The company acquired Freestar; an ad-tech company that works with publishers and digital agencies to manage and sell their ad inventory. Over the past ten years, Freestar has helped publishers generate over $1 billion in revenue and works with renowned entities like Boston Globe Media and Fortune Media. Now, Stagwell wants to integrate Freestar's capabilities into its own artificial intelligence media system. This system operates autonomously and via agents; meaning artificial intelligence doesn't just analyze data and offer recommendations, but it can actually be part of the decision-making process and execution of buying ad space. Simply put, artificial intelligence is becoming more involved in answering these questions: Which customer? Which ad placement? Which channel? And how can the ad reach that person in the most efficient way? This is the crucial point of the news. Because the first phase of artificial intelligence in marketing was: «Help me create an ad.» But the new phase is heading towards: «Decide who, where, and how this ad should be shown.» This means artificial intelligence is transitioning from a content creation assistant to a decision-making system. For marketing professionals, this is also a significant shift; because in the future, their capability won't just lie in creating good content, but in the ability to set the objectives, data, rules, and boundaries for these intelligent agents that will take over part of the publishing decisions. Artificial intelligence isn't just changing how ads are created; it's changing how decisions about ads are made.
