Colin Lewis: Could a computer write a prize-winning ad campaign?

25 april 2019

Much of what is written about artificial intelligence (AI) is either hype or a variation on the theme about the robots coming to take all our jobs.

However, aside from worrying about the threat of the machines developing self-awareness and Turing tests, what about AI and marketing? Just like AI discussions in general, it can be hard to work out what is going on.

But what is AI? AI is often used as an umbrella term to cover a wide range of different technologies. A formal definition of AI is the “development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages”. Machine learning is closely related – and, in fact, I believe machine learning is generally what marketers mean when they talk about AI. Machine learning is a branch of AI that allows software to learn from experience, to modify its processing on the basis of historical data.

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