Machine Learning is About to Turn the Marketing World Upside Down

The next phase is augmentation and modification. As media planners and strategists are freed from mechanical tasks, they can focus on understanding how media mix can inform creative work. Right now, all the creative work is done up front; once a campaign launches, it becomes a matter of optimizing placement and timing. Down the road, machine learning may help recognize when the content itself is the problem, and also campaign workflows that are more responsive to news events, for example stopping a programmatic run to lead on-the-fly creative that resonates with a stunt that just went viral at Burning Man or an October surprise in the political world.