Where Marketing Meets Machine Learning

I recently had the opportunity to attend an enlightening Seminar by Sam Leung , the Vice President of Search Engine Marketing and Ad Technology at Aber Group, With a diverse educational background, including a Bachelor's degree in Mathematics with a focus on computer science and bioinformatics, as well as a degree in entrepreneurship and technology from the University of Waterloo, Sam Leung shared insights into the profound impact of Machine Learning (ML) and Artificial Intelligence (AI) in the marketing and advertising industry.

Sam mainly talked about the rapid development of AI in marketing, emphasizing its capacity to create highly personalized experiences on a large scale. This personalization, driven by user activity, can dynamically adjust in real time.

Sam discussed the longstanding use of predictive modelling in e-commerce and how AI has propelled these capabilities further. Increased processing power, abundant data, and the ability to handle things like tracking a user from initial click to final sale conversion, are among the advantages AI brings to the table.

A key point he underscored was the centrality of learning from data in machine learning and AI. Algorithms process input to produce an output, continuously learning and improving from errors at a speed and efficiency surpassing human capabilities. Sam also delved into the significance of pre-trained transformers, particularly PT Generative, which anticipates "what comes next" in a series, like predicting the next word in a text string.

While Sam acknowledged the tremendous potential of generative AI, he also highlighted its drawbacks. Relying on historical data makes it error-prone, and its tendency to reassemble existing ideas in slightly new ways may compromise genuine originality. Despite its usefulness in activities like email creation and copywriting, generative AI poses challenges in areas such as copyright, law, and ethics.

An essential takeaway from the presentation was the crucial role generative AI will play in the future of digital marketing. Staying current in this evolving landscape involves asking precise questions with clear cues when utilizing AI. Keeping abreast of the latest AI and marketing developments through platforms like LinkedIn and subscribing to trade journals is invaluable.

Prospective marketers were advised to stay updated on technological advancements and develop a solid understanding of data principles. While AI can handle numerous tasks, human-centric skills like data visualization, storytelling, and building genuine human connections remain invaluable. Sam emphasized the importance of complying with robust privacy laws and ethical standards to prevent data misuse in the marketing and advertising sector.