THE RISE OF THE AI OPERATOR And the Evolution of Todayrsquos Marketers

2 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

Introduction

Training for a New Age in Marketing - HIGHER-LEVEL MARKETING (AND BUSINESS) STRATEGY

- TRANSLATING STRATEGY INTO PARAMETERS FOR AI

- GUIDING AIrsquoS EXECUTION OF STRATEGY

- TRANSLATING DIGITAL INSIGHTS INTO NON-DIGITAL CAMPAIGNS

Evolution of Current Marketing Roles - CHANNEL-BASED MARKETERS

- MEDIA PLANNERS

- DATA SCIENTISTS

Conclusion

About Albert

gt Contents

4

57

8

8

9

1010

11

11

12

13

2 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

Introduction

Training for a New Age in Marketing - HIGHER-LEVEL MARKETING (AND BUSINESS) STRATEGY

- TRANSLATING STRATEGY INTO PARAMETERS FOR AI

- GUIDING AIrsquoS EXECUTION OF STRATEGY

- TRANSLATING DIGITAL INSIGHTS INTO NON-DIGITAL CAMPAIGNS

Evolution of Current Marketing Roles - CHANNEL-BASED MARKETERS

- MEDIA PLANNERS

- DATA SCIENTISTS

Conclusion

About Albert

gt Contents

4

57

8

8

9

1010

11

11

12

13

Too often the conversation about AI in marketing becomes focused on cutting costs enhancing executive-level decision-making and improving per formance

Whi le al l are important to our understanding of AIrsquos potential these conversations beg a simpler question

How is AI going to change my job

4 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

gt Introduction

When we talk about the exciting benefits that AI

will bring to the world of marketing too often those

benefits are explained in terms of cost cutting and

saved resources Of course these are important

benefits but they primarily address the needs and

concerns of those at the executive level Itrsquos mid-level

marketers whose day-to-day lives will be most directly

impacted by the transformative presence of AI

2017 is a year of exploration In recent years

consumers and enterprises alike have come to

recognize AIrsquos potential to transform the way

we live and work This once new and unfamiliar

technology has helped us uncover data and trends

we never even knew were there revealing solutions

we never even thought to consider AI is expected

to improve labor productivity by almost 40 and

double economic growth rates by 2035 1 Thatrsquos

why companies from nearly ever y major industr y mdash

from healthcare to finance to infrastructure mdash are

pursuing adoption

As a new paradigm in marketing rapidly

approaches digital marketers have an opportunity

to embrace this shift by learning the AI operator skills

that will make them vital members of organizations

newly enhanced by machine learning We are at

a critical turning point and one that will inevitably

change the way we approach marketing and

marketing jobs Now is the time for marketers of all

career levels to master AI and secure their place as

leaders in their companies and pioneers in the new

age of marketing

1 Bulik B (2016 November 1) How Marketers Are Using AI to Improve the Brand Experience - Adage httpadagecomarticlecmo-strategymarketers-ai-improve-brand-experience306483

4 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

gt Introduction

When we talk about the exciting benefits that AI

will bring to the world of marketing too often those

benefits are explained in terms of cost cutting and

saved resources Of course these are important

benefits but they primarily address the needs and

concerns of those at the executive level Itrsquos mid-level

marketers whose day-to-day lives will be most directly

impacted by the transformative presence of AI

2017 is a year of exploration In recent years

consumers and enterprises alike have come to

recognize AIrsquos potential to transform the way

we live and work This once new and unfamiliar

technology has helped us uncover data and trends

we never even knew were there revealing solutions

we never even thought to consider AI is expected

to improve labor productivity by almost 40 and

double economic growth rates by 2035 1 Thatrsquos

why companies from nearly ever y major industr y mdash

from healthcare to finance to infrastructure mdash are

pursuing adoption

As a new paradigm in marketing rapidly

approaches digital marketers have an opportunity

to embrace this shift by learning the AI operator skills

that will make them vital members of organizations

newly enhanced by machine learning We are at

a critical turning point and one that will inevitably

change the way we approach marketing and

marketing jobs Now is the time for marketers of all

career levels to master AI and secure their place as

leaders in their companies and pioneers in the new

age of marketing

1 Bulik B (2016 November 1) How Marketers Are Using AI to Improve the Brand Experience - Adage httpadagecomarticlecmo-strategymarketers-ai-improve-brand-experience306483

5New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

gt Training for a New Age in Marketing

Different roles will require different adjustments for

the shift over to AI-driven marketing A common

misconception about AI marketing is that this type

of technology could replace digital marketers and

data analysts But the truth is that these jobs arenrsquot

being replaced mdash theyrsquore simply being transformed

AI marketing empowers the marketers who do them

to more fully utilize their uniquely human subjective

and creative skills

AI enhances current marketing jobs by freeing

those in execution-oriented roles from much of

the meticulous data collection and analysis work

associated with planning executing and optimizing

campaigns In place of that work these marketers

will be able to pursue more strategic and creative

work that utilizes their uniquely human subjective

thinking and intuition then rely on AI to execute

that work and strategy with superhuman efficiency

But before we can unlock this vast and exciting

potential we first need to treat AI the way we treat

any of our co-workers with trust and understanding

AI TR

AININ

G

6 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

Unfortunately while some companies already trust

AI technologies to deliver few understand what

these technologies actually do

DemandBase research has found that 98 of employers and employees believe AI will benefit their companiesrsquo marketing campaigns2 but only 26 of those surveyed have a confident understanding of it 3

As more and more companies come to adopt

this industry-shifting technology itrsquos of critical

importance that those in execution-oriented

marketing roles move beyond an abstract notion of

what AI does and how itrsquos implemented

Companies often forget the importance of training

programs that teach employees how to combine

their intuition with the wealth of information that AI

provides The technology will empower marketers

to do their jobs more effectively and efficiently than

ever before and they need to be taught a new set

of vocabulary and processes for them to achieve

that potential

2 DemandBase (2016 December 13) 80 Percent Of All Marketing Executives Predict Artificial Intelligence Will Revolutionize Marketing By 2020 - DemandBase httpswwwdemandbasecompress-re-leasemarketing-executives-predict-artificial-intelligence-will-revolu-tionize-marketing-2020

3 Olenski S (2016 December 14) 80 Of Marketing Leaders Say Artificial Intelligence Will Revolutionize Marketing By 2020 - Forbes httpswwwforbescomsitessteveolenski2016121480-of-mar-keting-leaders-say-artificial-intelligence-will-revolutionize-market-ing-by-20208d4a37f1a73d

But the burden shouldnrsquot just fall on the employer

marketers who are in execution-oriented roles

should develop the technological know-how to

direct correct and collaborate with an AI platform

Those below the executive level in their marketing

organization will likely adopt one or more of the

following skills

7New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

1 HIGHER-LEVEL MARKETING (AND BUSINESS) STRATEGY

Marketersrsquo jobs have evolved quite a bit with the

changing times but at their core they require

two fundamental kinds of work strategic and

creative Strategic marketing work involves the ldquobig

picturerdquo ideas that guide campaigns such as value

proposition target audience and budget planning

Creative planning involves the execution of these

strategies into actual campaigns writing messaging

that addresses the user groups identified during the

strategic planning for a variety of media channels

Everything else mdash from deciding which messages

are ideal for which users to tweaking campaign

spending based on real-time results to some

aspects of data analysis mdash can be handled by AI

technologies AI allows marketers to focus on the

big picture by handling the nitty-gritty work itself

With less time needed to spend on the planning

optimization and execution of campaigns

marketers will have more time to focus on the

creative and strategic aspects of campaign

creation In other words companies can spend less

time collecting sifting and analyzing and more

time thinking

With AI marketing systems marketers input a

variety of different creative materials targeting

the audiences their company has established as

valuable during strategic planning The AI marketing

platform collects and analyzes data effectively

enough to identify incredibly specific user groups

then mixes and matches the creative materials

to achieve a near 11 level of personalization Itrsquos

a collaborative relationship that requires mutual

understanding between marketer and machine

each must understand what the other needs in

order to optimize the success of each campaign

Marketers combine an AI platform with their inner

Don Draper and do what theyrsquove always been best

at storytelling On both a strategic and creative

level AI marketing encourages marketers to

focus on the ldquohumanrdquo elements of a campaign

That means they are free to focus on developing

emotional content that goes beyond just the

numbers and builds meaningful connections with

their target audience

8 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

2 TRANSLATING STRATEGY INTO PARAMETERS FOR AI

While creating campaigns is one thing turning

that creative vision into a set of parameters that

an AI can understand is quite another Translating

strategy for an AI partner will be a key skill in the

new marketing landscape Through a phenomenon

called Multiplicity in which groups of people and

AI programs collaborate to build and verify a base

of knowledge man and machine will gain a better

understanding of their companyrsquos target audiences

than would have been possible with either party

working alone4

An effective AI platform thinks for itself but just

like any new employee it still has a lot to learn By

taking the time to convert high-level strategies into

quantitative terms that a computer can understand

companies can ensure that an AI platformrsquos work

aligns with their corporate mission Execution-

oriented employees become AI operators who

oversee the platformrsquos learning process by ldquotellingrdquo

it specific parameters (eg budgets target

audiences and geographic limitations) The more

specific the parameters given the more cost-

4 Goldberg K (2017 June 11) The Robot-Human Alliance - Wall Street Journal httpswwwwsjcomarticlesthe-robot-human-alli-ance-1497213576mg=prodaccounts-wsj

effective and accurate the results will be

A companyrsquos budgetary constraints represent one

example of information that human marketers must

input and adjust in their AI platform in order to ensure

marketing success AI marketing tech is designed

to market to whomever a campaign is most likely

to successfully influence but it never spends more

on any channel than what has been specifically

allocated for it Marketing staff should have the hard

skills necessary to program their companiesrsquo budgets

into AI technologies and closely monitor them to

ensure that these technologies are working to

achieve their desired results

3 GUIDING AIrsquoS EXECUTION OF STRATEGY

AI platforms will deliver new insights to marketers

mid-campaign that will prompt changes to overall

strategy and guide future campaigns While a

huge component of AIrsquos value is its ability to make

adjustments on the fly those changes should still be

observed and understood by human marketers as

theyrsquore being made Marketers must also be able

to recognize when the AIrsquos strategy is not perfectly

aligned with that of the business and understand

how to guide its activity and protect brand safety

by managing media placement blacklists and

whitelists

9New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

A good AI-driven marketing platform creates an

optimization process that identifies which messaging

resonates with each audience but this process

should be coupled with close oversight to ensure

everyone is on the same page For instance when

Italian lingerie brand Cosabella first started using

an AI-based marketing solution the companyrsquos

marketing team first had to work to inform the

platform of their high-level KPIs parameters and

creative materials Only then was the machine

learning algorithm able to identify user trends across

paid search and social media analyze those trends

to produce actionable insights then execute actions

based on those insights

The solution Cosabella used was Alberttrade the first

ever autonomous marketing tool built from the

ground up using artificial intelligence Over the

course of our engagement the team spent less and

less time guiding Albertrsquos actions spending more of

their resources on developing creative material for it

to use in campaigns

This resulted in an astounding 336 ROAS within the first few months as well as a 155 increase in revenue attributable directly to the platform

ldquoAlbert is a truly revolutionary technologyrdquo said

Cosabellarsquos Marketing Director Courtney Connell

ldquoWe immediately saw results upon launch and now

trust him to make critical campaign decisionsrdquo

AI learns how to achieve the results marketers want

in large part from what they are able to teach it

The platform creates an optimization process that

identifies which types of messaging resonate best

among target audiences but this process should be

coupled with a reasonable amount of oversight to

ensure everyone is on the same page

4 TRANSLATING DIGITAL INSIGHTS INTO NON-DIGITAL CAMPAIGNS

Some learnings gained from AI may be applicable

to campaigns on non-digital channels like print

radio and television representing an exciting

opportunity for marketers to expand their value to

their organization beyond digital For example the

platform may identify new audiences for a product

that its human co-workers never even knew existed

allowing them to create TV ads with messaging

targeting that specific audience

10 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

gt Evolution of Current Marketing Roles

How will AI change the day-to-day work of those

marketers that are either early in their career or

mid-level the ones who are doing the launching

executing and optimizing of campaigns Itrsquos hard to

answer the question fully without a specific job title

in mind Here are some likely transformations that will

occur in several specific positions and roles as a result

of AI-driven digital marketing

CHANNEL EXECUTION LEADS

Robust digital marketing campaigns are usually

launched across many different channels each of

which often requires its own specific approach and

therefore a different marketer or team of marketers

to manage it Unfortunately this has created silos in

marketing departments and agencies that stunt

communication and make it difficult to get the full

picture of the preferences and behavior of a brandrsquos

audience AI autonomously executes campaigns

across all channels eliminating the need for

the planning and execution of campaigns on a

channel-by-channel basis This has the potential to

fundamentally change the hierarchical structure

of marketing organizations everywhere Channel-

specific roles like Head of Paid Search Media or

Head of Social Advertising almost solely focused on

those channels will refocus on more general strategy

or develop different more productive specialties

Since AI will take over the adjustment of an

organizationrsquos marketing mix marketers will stop

thinking about what mix of channels is likely to bring

about the most conversions and start thinking on

a more holistic level adjusting creative strategy

and copy rather than the budgets for individual

channels and devices These marketers will likely

become parts of larger leadership teams working

across channels to devise better more effective

campaigns Some organizations might get creative

assigning these marketers to particular audience

segments or markets

With everyone working towards a common clear

goal this unified leadership team has the potential

to revolutionize intraorganizational communication

Everyonersquos finally on the same team working

together at the same table free of silos

11New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

MEDIA PLANNERS

Given that AI is capable of handling media buying

autonomously that activity can be managed

entirely in-house While this brings new efficiencies

to the process it also means marketers can no

longer pick up the phone and yell at their agency

when things arenrsquot going their way Marketing

organizations will have to take responsibility for their

media buying though that task will largely involve

monitoring and guiding the decisions being made

by the AI software

Similar to channel execution leads Media Planners

will have to do far less tedious number-crunching

and instead rely on the insights delivered by AI

software to do their jobs These media planners like

most execution or task-oriented marketers will be

able to deliver on their ldquobig picturerdquo plans instead

DATA SCIENTISTS

The essential function and scope of the Data

Scientist role is unlikely to change as a result of AI

instead these employees will simply have deeper

richer sets of data from across all channels and

devices to analyze As an AI platform makes

thousands of decisions to optimize the success of a

given campaign it creates a log of those decisions

offering Data Scientists an exciting opportunity to

gain insights that would have previously been out of

reach

The key transition here is one from the optimization

of current campaigns to the translation of data from

those campaigns into strategy for new ones Though

these robust new data sets offer Data Scientists

greater opportunity to discover and deliver insights

they also emphasize a need for higher-level thinking

about what the data is actually telling them

12 New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

gt Conclusion

Execution-oriented or task-based employees

stand at the forefront of the AI movement The

conversation about AI marketing should be about

more than just cutting costs enhancing executive-

level decision-making and improving per formance

While all are important in our understanding of

AIrsquos potential these conversations beg a simpler

question how is AI going to change my job

AI is designed to improve marketersrsquo professional

work experience Working for a company that

has become an early AI adopter can be both

exciting and intimidating But marketers in these

organizations should see AI as synonymous with

opportunity mdash we have a world of untapped

information in front of us and their company has first

dibs

Marketing roles are centered around creativity

but the marketing industr y has become more and

more dependent on data analysis mdash all too often

this means that marketers must sacrifice some of

their creative genius to succeed in an increasingly

quantitative field Thanks to the power of platforms

like Alberttrade the worldrsquos first fully-automated AI

marketing tool marketers at ever y level of the

organization will have the freedom to utilize their

most creative expressive and uniquely human skills

for the betterment of their organizations

13New York | London | Tel Aviv | wwwalbertai | infoalbertai

Artificial Intelligence Marketing | The Rise of the AI Operator

gt About Alberttrade

Albert is the first-ever fully autonomous artificial intelligence marketing platform driving

digital marketing campaigns from start to finish for some of the worldrsquos leading brands

Albertrsquos mission is to liberate businesses from the complexities of digital marketingmdashnot

just by replicating their existing efforts but by executing them at a pace and scale not

previously possible He serves as a highly intelligent and sophisticated member of brandsrsquo

marketing teams wading through mass amounts of data converting this data into insights

and autonomously acting on these insights across channels devices and formats in

real time This eliminates the manual and time-consuming tasks that currently limit the

effectiveness and results of modern digital advertising and marketing Brands such as Harley

Davidson EVISU Cosabella and Dole Asia credit Albert with significantly increased sales an

accelerated path to revenue the ability to make more informed investment decisions and

reduced operational costs

To learn more about Albert request a demo today

New York | London | Tel Aviv | wwwalbertai | infoalbertai