Artificial Intelligence (AI) raises a number of very real and scary questions for us humans. First and foremost, is a mass takeover of jobs just around the corner, perhaps as early as the turn of this decade. And secondly, how do companies adapt to this wave of technological developments?
A recent report argues that there is a 50% chance of AI outperforming humans in all tasks within 45 years and automating all human jobs within 120 years.
A heads up folks, the shift has already begun. As you read this, an AI software somewhere is tackling operations, analysing vast amounts of consumer data to provide excellent customer experiences and using it to create personalized marketing campaigns.
It seems that the big brands are not running scared of AI. In fact it’s already has a number of successful accomplishments under its belt – such as an interactive campaign to promote the Toyota Prius Prime. But it’s now taking to the skies. Germany’s Lufthansa, which is one of our clients, has become the first airline to launch an AI-powered campaign using IBM Watson Ads.
As part of its ongoing global #SayYesToTheWorld brand campaign, Lufthansa has launched the interactive ads, powered by IBM Watson, which provide consumers with the opportunity to interact live with Lufthansa and for the airline to offer travel suggestions and content across 15 European destinations.
Of course, it also offers opportunities for consumers to click through and book a flight.
In a press release, Benita Struve, Director/Head of Marketing Communications & Campaigns for Lufthansa says: “This marketing campaign not only inspires exciting travel, it also utilizes the most innovative methods to provide a personalized experience.”
“With the help of AI, Lufthansa is able to invite consumers into an enjoyable exchange within an interactive ad unit to learn about a range of topics from key destinations to in-flight experiences,” adds Carrie Seifer, VP and Chief Revenue Officer, IBM Watson Advertising.
So, if AI is running a major chunk of your work, can you put up your feet and relax? Don’t even think about it. As Maureen O’Rourke, Strategic Industry Director, Retail, Oracle Digital, observes: “You have to be in the long haul and know that it is never going to finish, digital is never over, and it is ever evolving.”
Moreover, Russell Scherwin, Chief Marketing Officer, IBM Watson Commerce, warns: “AI has to be trained for humans.”
The need for this is best illustrated by the recent goof-up of Victoria Beckham’s eponymous brand’s Facebook chatbot that said ‘I love Becks’ money’, ‘I’ll be happy to divorce’ leaving the fashion designer a little red-faced.
AI is not ready to take over marketing just yet, mocks a new Burger King advert. Watch and spot the digs Burger King takes at AI. It’s proof that a bit of humour still goes a long way in the digital age.
Marcelo Pascoa, Burger King’s global head of brand marketing, told Ad Age: “AI, bots, machine learning, deep learning algorithms, blockchain, among others. These are all topical as we explore our future in marketing. But we need to avoid getting lost in the sea of technology innovation and buzzwords and forget what really matters. And that’s the idea,”
Pascoa believed that AI is not a substitute for a great idea. As a creative agency, we tend to agree with him.