As IBM Ramps Up Its AI-Powered Advertising, Can Watson Crack the Code of Digital Marketing?

Adweek, September 25, 2017

Xaxis is featured in Adweek’s Who’s Who in A.I. as part of an article on IBM’s Watson and how A.I. is affecting advertising and media.


Who’s Who in AI

Since Salesforce debuted Einstein, its own AI platform, last September, the company has launched 18 AI-powered features across sales, service, marketing and commerce verticals that generate 475 million predictions per day. A recently announced partnership with IBM also enables weather insights that inform customer interactions. “It’s not an extra screw that somebody needs to buy or something somebody has to learn in a deep way or you need a data science degree or a Ph.D. to figure out,” says Chris Jacob, director of product marketing for Salesforce Marketing Cloud.


After investing in AI for a decade, Adobe debuted Sensei last year, which now gives marketers services such as personalized recommendations, predictive email subjects, budget optimization and auto targeting. “We’re centralizing and bringing in a lot of the machine learning and AI services to a centralized place which then advantages all of our operations,” says Amit Ahuja, vp of emerging businesses for Adobe Experience Cloud. “The reason it’s so important is if you look at any of these different areas, there are very foundational components across every one.”


For the past two years, WPP-owned Xaxis has been developing a co-pilot for AI media buying, using machine learning to predict viewability rates and decrease CPMs for North American clients. At times, the agency has been running around 50 percent of its ad spend through the AI technology, according to Sara Robertson, vp of product engineering at Xaxis. Now, they’re experimenting with custom algorithms. “It’s pretty simple once you have the pipeline existing. The big investment in the beginning is how do you process the data, execute it and push it reliably,” Robertson says. “Once you have that down, writing a few lines of code to target different success metrics is the easy part.”

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