Dirbtinio intelekto funkcijų panaudojimas įgyvendinant reklamos sprendimus

Abstract

Artificial intelligence is a technology that has similar abilities to humans, but specialises in a specific task, with different types of artificial intelligence that can create new opportunities in advertising. Artificial intelligence can help advertisers by providing insights into the target audience, which allows them to create personalised ads, increasing engagement and conversion rates (Li, 2019). AI can analyse a wide range of metrics (brand mentions, shares, steps in the consumer journey to purchase a product or service), which is important for operational effectiveness, evaluating and creating new opportunities based on trends (Argan, Dinc, & Kaya, 2023). The use of AI features can help researchers to provide insights, implement creative solutions and communicate data (Alshater, 2022). It can sometimes perform a wide range of tasks even faster than a human, giving it an ever-increasing advantage, which requires the ability to use different functions correctly and to assess the risks involved.