AI Transforms Advertising: Personalization and Efficiency at Known Agency
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- Artificial intelligence is revolutionizing the advertising industry, according to Kern Schireson, CEO of the advertising agency Known. He stated, It’s a real asset to us as we look to work through a bunch of complex decisions on where and how to introduce messaging, where it’ll be most persuasive to our clients’ audiences. AI gets us there faster.
- Known utilizes AI not only for efficiency but also to personalize advertisements for individual viewers. Schireson explained, If you want to do that manually, that’s an insurmountable level of content that you need to create. AI allows for quick and efficient tuning of creative iterations based on audience context.
- In a notable campaign, Known ran a Super Bowl ad featuring John Stamos, where AI customized the ad by mentioning the viewer's city, enhancing the personal connection. Schireson remarked, Using AI, Stamos said the name of whichever city viewers were watching from, giving each individual viewer a different and more targeted experience.
- Known's AI chatbot, dubbed The Big Letbotski, analyzed 80,000 subreddits to identify relevant conversations for its client Shake Shack. This targeted approach led to a successful ad campaign that exceeded sales estimates by 31%, as Schireson noted, The performance speaks for itself.
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