AI and DCO can help marketers realize hyper-personalization… or iterate towards a mean. James Dutton at IPG Mediabrands’ UM explains how to get the most from creative tech.
Consumer attention is fleeting. To hold it, modern marketing demands precision, relevance, and innovation. Creative technology, powered by AI and dynamic creative platforms, is helping brands to achieve these goals and redefine how they connect with audiences.
Much of the technology is not new – I ran my first dynamic creative campaign way back in 2000 – but the way it integrates with a more dynamic media landscape is what’s making things interesting right now.
However, the very algorithms designed to optimize performance can, if not strategically guided, push brands towards a race to blandness, in which their unique characteristics are lost. How do we harness creative tech to deliver personalization that amplifies a brand’s unique identity, rather than iterating towards the mean?
Read more in The Drum.