Chap 14 Flashcards
artificial general intelligence
a computer that mimics the problem solving and decision making abilities of humans
Computer vision
area of computer science that seeks to enable computers to see the content of an image
neural networks
trained to enable a computer to take each imae and detect whether the image depicts 0,1, or 2 and so forth.
large language models
generative AI that uses neural networks to learn language patterns from millions of documents and product text responses to prompts
hallucinations
incorrect but plausible-seeming statements
issues and implications for digital ad implementation
- AI algorithm needs large amounts of data
- algorithms can only optimize what they are told to optimize
- AL optimization of ad campaigns can make attribution numbers even more misleading
how AI optimizes your campaigns
by findsing patteren that produce a specific desired outcome
two obstacles preventing one to one targeting from becoming widespread
information and cost
potential shortcomings of marketing with AI
- does not solve the problem of data
- extensive info about customers doesnt guarantee AI will be able to utilize this info
main determinat of athe effectiveness of an ad
effectiveness in comminicating the value proposition
digital marketers spend most of their time:
- creating and refining ad copy to present the best possible value prop.
- matching value prop. with ad targets
guidlines to using AI ad suggestions
- prompts include detals about the customer segment the ad is trying to attract
- final approval of the response is done by a human (or multiple)
- generate several ideas for each segment
ethical issues with using AI
- intellectual property
2.bias - misinfo
