Watch PSM’s New Video on AI in Paid Media
PSM Communication Arts has released a new video exploring new uses for AI in paid media to be used in tandem with traditional approaches to aligning creative concepts to target audiences, featuring Dylan Linnell, Performance Marketing Associate Manager. CLICK BELOW TO SEE THE VIDEO.
We should not be afraid of AI. There are many great use cases for AI, including data analysis and trend identification. However, AI is not capable of forging legitimate connections with real people - which is why AI will never fully replace humans in marketing.
At PSM Communication Arts, a performance marketing agency based in Los Angeles, we view AI as a tool that strengthens our work, not something that replaces human thinking.
AI can be used to accelerate A/B testing to arrive at conclusions with great efficiency, but it is on us to bridge the gap between the insights gained from AI and connecting with our target audience.
While AI sees headlines, descriptions, images, and other creative assets as data points, it lacks the understanding of the impact of tone, social and cultural context, and other important factors that evoke a reaction in the audience - which could lead to real connections which create real customers or could create a negative connotation if the tone or context is not used appropriately.
For example, if AI identifies that the highest performing headline for a digital marketing campaign for homebuilder is one that includes the lowest price point, and the highest performing image for that same campaign is an image of the largest available house with the highest price point, it will likely match up those two assets despite the two not matching up in price point - since AI is concerned with chasing success. All AI sees are data points, but it does not fully understand the context behind these data points. For this reason, it is critical to manage AI-enhanced ad campaigns to ensure ads are truthful and impactful.
PSM Communication Arts endorses the use of AI in paid digital media, but it should be used to supplement existing campaigns and creative concepts - not used as an independent decision maker with full autonomy. As a performance marketing agency in Los Angeles, we combine AI-driven insights with human strategy to deliver measurable results across digital marketing campaigns.
We have common sense, but AI does not.
