While many marketers have been thinking about how AI could potentially replace writers and designers, the folks at Horizon Media are thinking about how it could potentially replace ad buyers, too. After two and a half years of development, they’ve finally launched Neon, an AI tool that promises to help advertisers optimize their ad spend across major retail media networks like Amazon, WalMart and Albertsons. They’ll use artificial intelligence to predict critical KPIs like ROAS (Return on Ad Spend), analyze the results of competitors (which was previously impossible for advertisers) and leveraging data used in previous marketing mix models.
As the popular argument goes, I still believe that tools like Neon should remain just that—tools. I don’t think that society will (or should ever) be in a place where AI can replace humans entirely. I believe that tools like Neon can make well-informed recommendations, but a human should always have to be the person who presses the “launch” button when a campaign is ready to go live. For example, if a major retailer is suddenly going through a scandal, an AI bot would miss those cultural cues and run the ad not knowing the PR ramifications associated with doing that. I am a firm believer that AI can enhance processes by improving the efficacy of an advertisers’ marketing dollars, but I would be surprised to see it replace the (human) workforce altogether.
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