How AI could make A/B testing a thing of the past - ClickZ

Even though one of the main goals of digital marketing is to serve customers the right message at the right time, we all know what it's like to be chased around the internet by an ad that's completely irrelevant or just plain annoying. And that's because deciding when and where to deliver that message, not to mention the labor that goes into creating the message in the first place, has long involved human guesswork. Granted, those guesses often come after rigorous testing, but those best tests are limited to the often slow-moving process human analysis. Artificial intelligence has already transformed everything from the IT department to the customer service experience, and now, machine learning is on track to completely change the ways we think about ad creative. A recent study by Adlucent found that 46% of consumers say that their ideal online experience would involve free access to websites that served only relevant ads, with 58% reporting that personalized content improves their perception of a brand.