AI Closes The Loop On Brand Marketing

Marketers are exploring AI to understand what motivates and activates audiences at scale. As the Cannes Lions International Festival of Creativity (now in its 65th year) kicks off today, bets are high that the realization that advertising is broken and humans alone can't fix it will be top of mind among the nearly 20,000 marketers, advertisers and tech companies set to descend on the high-profile event. Indeed, there is no overlooking the numbers that underline a dangerous disconnect in what brands want to say and what people want to hear. Millions of ads are ignored every hour by consumers, record numbers are using adblocking technology to cut out unwanted noise and evidence is mounting that people crave meaningful experiences, not marketing speak. However, the work required to deliver personalization at scale--sifting through billions of data points (trillions if you count the input from the sensor networks that make up the Internet of Things)--has moved beyond human capacity.