It's Time for Marketers to Take Full Advantage of Artificial Intelligence

While the popular image of artificial intelligence seems to come from a Hollywood blockbuster, the reality is less epic and more pervasive. "AI is like a spreadsheet on steroids," explains Xaxis VP of product engineering and AI expert Sara Robertson in the new report "Digital Strategy in the Age of Artificial Intelligence." The result is an improved way for ad buyers to find and define audiences, refine creative messaging, generate audience personas and develop bidding strategies. But the most powerful potential of AI lies in its ability to optimize toward business outcomes rather than simple metrics. That requires advertisers to conceive and build campaigns around the unique opportunities and strategies afforded by AI. The truth is, AI isn't about robots.