December 11, 2017 under
SHRAVYA KAPARTHI, RAPP DALLAS, SHARES HER POV ON THE IMPORTANCE OF MARRYING DATA AND CREATIVITY WITH MARKETINGPROFS
RAPP Dallas’ Shravya Kaparthi shares how AI and machine learning tools are creating new creative solutions and advances for marketers.
“What does it mean to be human in a world where even the most creative and intuitive endeavors are being turned into automated, optimized, and streamlined processes?
With relentless stories about the launch of a new, fantastic piece of software or technological advancement that’ll make life simpler, and computers able to make essential data connections, it seems that we’re quickly entering a full-blown “Artificial Intelligence Age.” At the root of AI are perception and cognition, which also happen to be two of the fundamental tenets of the marketing industry. It’s no surprise, then, that software, algorithms, and AI applications are consistently used to help marketers and make their job of “adaptive persuasion” more effective and efficient.
Far from being a substitute to the creative process, though, data is empowerment. By offering deeper and more comprehensive consumer insights, data fuels curiosity and raises enlightening questions that help creatives cultivate the emotional connections essential to impactful marketing. Data-harvesting is actually invigorating then, and much more relevant and necessary today than ever before.”
Read the full article here.