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Artificial intelligence tells brands where to invest

AI is maturing. One of its newest uses can help advertising match the most relevant content to the viewer, touching gaming, TV. Here’s how.

01 February 2022 • 2 min read

Artificial Intelligence has found particularly fertile ground in the world of advertising and media platforms. Most notably in content planning and cataloguing, as well as logo and brand placement in games, films and TV series.

One game, two sponsors

AIs are able to insert a specific brand on the t-shirts or billboards on-screen, based on the specific geographical position of a game-player or viewer. In fact, knowing the type of audience, you can select the content that is the most commercially suitable. It is also possible to click and be redirected to an offer linked to the advertised object or service.

The insertion of layers will also be possible in old films or advertisements: for example, a specific logo may appear on the anonymous cup held by a TV series protagonist.

Thanks to the transposition of an image or a face on other contents, deep fakes can bring missing actors back to life or create memes for commercial or entertainment purposes.

Brand visibility and relevance

Artificial intelligence not only provides tools to rework or modify media content, but also takes care of the entire analysis and investment phase of the product placement. It does this by providing a scoring based on the monetisation opportunity, visibility and size of the brand, and the ideal contexts in which to place it.

The opportunities, however, are not limited to the sports or cinema world. In culinary programs, just click on the dish, pot or knife that you would like to buy to open its Amazon page.

The need to create captivating content increasingly pushes advertising experts to take advantage of the opportunities offered by AI, the real engine of segmentation and personalisation of data.

One of the most common problems in virtual advertising is the relevance of advertisements. Here, the AI can scan images and texts to ensure alignment between advertising and the content shown on a web page, with brand safety in mind.

The need for these services has arisen because of the moment in history we are in. The need to create captivating content increasingly pushes advertising experts to take advantage of the opportunities offered by AI, the real engine of segmentation and personalisation of data.

Artificial intelligence Brand Media Sports & culture

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