Ad targeting starts with finding the right people. AI has helped marketers do this for years with sophisticated clustering algorithms. These algorithms create segments of people based on certain similarities that indicate their likelihood to respond to an ad. GenAI can make it easier to build these segments on the fly.
GenAI can work in tandem with clustering algorithms and predictive AI to let marketers ask for granular segments using a natural language interface. This automates a lot of the statistical analysis required to tease out relevant variables to build new segments or find look-alike audiences. In practice, a marketer without a statistical background can ask for an audience that would be likely to buy a specific product. For instance, they could ask for outdoor enthusiasts to launch new trail running shoes.
GenAI can also help define richer and more numerous personas to help with targeting strategy. With more details on each cluster, advertisers can build messages that will resonate with the clusters and identify channels to reach them.
Since clustering algorithms have long been a staple for creating segments, it’s a well-developed field with numerous providers that have the statistical chops to adapt to genAI:
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