- On 17 July 2019
It used to be a very futuristic and distant vision. Meanwhile, it began to creep into our lives faster than anyone could have expected. The confrontation between man and machine. It became obvious that the machines had become not only present in our daily activities, not only helpful but also indispensable. There is no longer any area of life that could be free from the presence of devices, computers or applications.
The pace of this development may suggest that in the future the whole industry will operate based on machines, with minimal or no human involvement. What are the consequences of this? Will the terrible Matrix scenario come true?
Let us leave out the considerations on these difficult subjects. Let us consider whether the machine can help a person, also in the process of preparing an advertisement? It turns out that it is possible. And this with a highly satisfactory result. In 2016, a Japanese advertising agency commissioned the creation of an artificial intelligence marketing campaign. The result was so satisfactory that it was decided to create a competitive campaign and then allow the recipients to decide which one is better. Although the advertising prepared by the human mind turned out to be better, the difference in votes was only 8%.
Machines are learning our behavior more and more quickly and accurately. Thanks to this, the equipment we use becomes more and more intuitive for us. They simply take on some of our responsibilities and think for us. However, as it turns out on the example above, no machine can win this battle. Yet.
Focusing on everyday activities related to advertising it should be noted, however, that the existing tools on the market very much help in the preparation of the advertising campaign. In the past, this process took much more time and required the involvement of many people and institutions. Today, a computer or a telephone with Internet access is enough. We do not need weeks. Hours or even minutes are enough.
Ojooo is a tool to create a campaign in the comfort of your home. Its range is practically unlimited. People living thousands of kilometers away will find out about the product or service you promote. And you will have full control over everything.
It wouldn’t have been possible in the past. In the world before the era of the Internet and digitalization advertisements were mainly analog. It was associated with hiring graphic designers who created handwritten projects. Each edition was usually associated with the need to start all the work from the beginning. Printing and distribution of advertisements were connected with the need to hire additional employees and to devote time to them. The immediate interruption of the campaign or its edition was practically impossible to implement.
Computerization significantly increased the possibilities of advertisers in creating the market, but at the same time significantly increased competition. However, thanks to technological development, advertising can be afforded by everyone and it is not only reserved for elite groups.
Technological development entails many consequences. Both positive and negative. What is certain, however, is that machines have become partners in human work. However, our knowledge and skills still turn out to be more effective in action. Will this be the case in the future? We will find out about this in a while.