Lucy: IBM Watson Analytics meets Madison Avenue---Considering Cognitive Computing Artificial Intelligence Tools Employed for Advertising Media Planning and Buying.

摘要

This project examined how an artificial intelligence service can help marketing professionals to create more effective and efficient media plans free from human biases. The paper began with a review of the advertising media planning process and looked at current media buying practices. It examined the potential for human biases to influence optimal media buys, especially those caused by interpersonal relationships between media buyers and media sellers. Artificial intelligence as an evolving management support was described and analyzed. The power of artificial intelligence to support market research, market segmentation, and media plan development was examined. Finally, an alternative to traditional media buying processes, a process employing artificial intelligence in regards to effective targeting based on the consideration of vast amount of data and the elimination of human bias, was described in detail.