If I had to choose one key reason for why AI Automation makes a lot of sense for product advertising, it would be centralization. Especially for orgs with higher volume. With centralization, I mean central control of the advertising output... but not at the cost of personalization. What does it mean?
- Setting up a central automation system ensures all product ads are perfectly unified with the brand messaging and creates a long term digital footprint, something that would take hours on end for humans and likely with hundreds of errors when scaling the effort.
- Real-time activation of tailored communication across (tens of) thousands of products. Considering that intelligent systems can read and structure data swiftly, rules can be built upon the data for the system to act on. Like an advertising manual for the system. E.g. if the product is X it should contain Y information. Making it easy to scale while staying relevant and dynamic.
- By centralizing marketing efforts, you take advantage of economies of scale (consolidation of marketing budgets, negotiate better rates, media buying, etc). This often results in lower costs per unit of advertising. It also leads to less human capital costs, as you'll eliminate duplication of effort and remove inefficiencies in the marketing process.
There are a number of more advantages such as improved analytics leading to better feedback for the marketing strategy, etc. But I'll leave that for another time. I'm obviously pretty biased in this, but I'm fairly convinced the future of product advertising is automated.
Anton Johnsson
Business Developer, Nordics and BeNeLux
