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Finding Balance: Automation, AI, and the Future of Advertising

As we look to 2024, advertisers are building their strategies and resourcing plans to incorporate the most impactful and practical applications of both AI and automation. To thrive, they must find a careful balance between both technologies, ensuring the right level of human oversight and control, as well as an integrated approach to automation that ensures strategic control, brand safety, compliance and results at scale.

Advertising automation has become an indispensable capability, enabling both agencies and enterprise-level organizations to overcome traditional growth challenges associated with large ad programs. Adopting automation allows teams to better utilize their resources, address previously unmanageable tasks, and steer strategic initiatives—all while retaining total control over their strategies. AI offers the potential to accelerate these benefits, by assisting in the production of monthly reports and improving ad content variation. AI can also be used to ensure brand compliance at scale, by automating the process of monitoring and regulating brand guidelines across various communication channels.

To safeguard their strategies, advertisers should take an “attended AI” approach, mitigating potential AI risks such as compliance and data usage rights. Robotic Process Automation for Advertising (RPA4A) makes this possible by incorporating emerging rule systems for “self-auditing” of AI usage and incorporating highly specific compliance rules and brand safety guidelines. This combination enables advertisers to provide close oversight and control of their overall strategies while driving efficiency and execution at unprecedented scale.

Automation should be the foundation of any ad operations approach, providing the foundation on which AI can be most effective. Key use cases include execution, delivery optimization, analysis, and strategy. This integrated AI strategy saves time and guarantees accuracy, allowing agencies to allocate more resources towards strategy development, fostering enhanced client relationships and ultimately driving results.

While advertising success will increasingly depend on precision execution at scale and across channels, strategy and creativity will always win the day. Fortunately, technology has progressed enough to allow advertisers to strike this balance. Those who integrate automation and AI into a unified approach, while retaining effective brand and compliance safeguards, stand to take advantage of a bright, tech-enabled future in our industry.

Originally reported by Martech:
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