Hyper-personalization is one of the promises of AI for marketing. And we are at a point where we can start seeing real results. MMA's Consortium for AI Personalization (CAP) is already driving dramatic digital marketing impact by leveraging this revolutionary new AI use case. Of the eight experiments so far, the average boost in performance is 2.5x. Rex Briggs, Chief AI Officer, Claritas and MMA Global SME and Greg Stuart, CEO of MMA Global, sat down with Karin Timpone, EVP and CMO of Major League Baseball (MLB) and Vivek Pareek, General Manager, Brand Marketing, Shell to talk through the results of their experiments. 𝗦𝗵𝗲𝗹𝗹'𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘀𝗵𝗼𝘄𝗲𝗱 𝘁𝗵𝗮𝘁 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘄𝗶𝗻𝗻𝗲𝗿𝘀 𝗳𝗼𝗿 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗮𝘁 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗽𝗮𝗿𝘁𝘀 𝗼𝗳 𝘁𝗵𝗲 𝗱𝗮𝘆. So, changes in ads didn't happen daily - they happened at micro-moments for micro-audiences. A key takeaway - increase spend when engagement is high in micro-moments and decrease when engagement is low in micro-moments. 𝗠𝗟𝗕 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝗱 𝗶𝘁𝘀 𝗲𝘅𝗽𝗲𝗿𝗶𝗺𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝟳 𝘁𝗲𝗮𝗺𝘀 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗴𝗼𝗮𝗹 𝗼𝗳 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗺𝗼𝗿𝗲 𝘁𝗶𝗰𝗸𝗲𝘁𝘀. They had five identified cohorts: Avid; Family; Youth; Social; Gamers. 𝗧𝗵𝗲𝘆 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁𝗲𝗱 𝟮,𝟬𝟬𝟬+ 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻 𝗮𝘃𝗲𝗿𝗮𝗴𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗹𝗶𝗳𝘁 𝗼𝗳 𝟲𝟱%. If you are interested in getting hands-on in your own organization, reach out to MMA's AI Leadership Coalition (see the link in the comments). #shapethefuture #ai #genAI #marketing Decoding AI for Marketing Podcast
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