[Video] The role of AI in native advertising – and how to use it effectively

Does artificial intelligence (AI) have a place in native advertising? Can it help marketers succeed with native advertising? The Native Advertising Institute asked Dale Lovell, chief digital officer at Adyoulike, an ad tech platform that integrated IBMs Watson AI software in 2016. Below are highlights from the interview which have been slightly edited for clarity. "I believe that AI tools, AI native will really free marketers up to be more creative. Today, marketing departments are tasked with analysing so much data and compiling reports that go to clients that sometimes don't get read because the client is sifting through reports that they can't understand. There's just too much data in many ways for the human mind to process. So you could either hire a thousand people in your team -- which is not scalable -- or you could use an AI tool to help create insights that inform your marketing and effectively lets marketers do what they do best which is be creative."