In our comprehensive new whitepaper, Carat UK's Chief Strategy Officer, Matt Willifer, explores how marketers can harness AI-powered algorithms to drive growth whilst maintaining the human insight that creates a competitive advantage.
Four Marketing Algorithms for the AI Age
Whilst AI transforms how we buy media, its impact on marketing runs far deeper. Willifer identifies four distinct ways algorithms can be deployed in marketing:
- Brand Algorithms leverage vast data to create and harvest demand, informed by what people view, share and buy
- Relationship Algorithms use personal data to build truly one-to-one customer relationships through real-time personalisation
- Growth Algorithms determine the precise factors that maximise business success, powered by AI-driven media mix modelling
- Companion Algorithms are deployed by consumers themselves to help make decisions on their behalf (so we’d better learn how to market to them)
Why Human Intelligence Remains Vital
This isn't a story about AI replacing marketers. As more companies deploy similar algorithms, competitive advantage won't come from the technology itself, but from the unique data, brilliant brands, and human ingenuity that fuel them.
Humans remain vital not just in doing what the algorithms can’t, but in architecting how the various different algorithms with their various different capabilities work together. So far at least this has involved many of us learning new skills, not making old ones redundant.
Download the full whitepaper to discover how your business can architect the right mix of algorithms.
For discussions about implementing AI-powered algorithms in your marketing strategy, contact Matt Willifer at matt.willifer@carat.com
