营销走向AI时代，广告主们该怎么做？
人工智能一直被寓言能够颠覆未来、改变世界。从最贴近我们的手机人脸识别，再到当年备受关注的人机围棋大战，人工智能正在探索着一切可以落地的领域。
人工智能最重要的价值在于其以庞大的数据为驱动，能够通过对数据进行定量分析为下一步决策做出预判。这与营销领域中广告主希望预测消费者意图的需求十分对味。
时下最火的短视频营销背后，就是通过AI算法推动进行的内容分发。比如抖音的AI战略和内容战略，快手自主研发的“AI用户体验量化体系”。
那么，AI是如何作用于营销的呢？
营销行业在经历了从传统媒体到互联网媒体，再到移动互联网媒体的变迁之后，又迎来了基于语音、视觉、语义等AI技术的营销形式，使营销走向精准、无界的趋势。
“话只说给对的人”，精准定位受众
移动互联时代，只要连接了网络，就一定会留下痕迹，这些痕迹量化得越精准，对广告主而言越有价值，其可以借助这些数据来分析用户、分析市场。
也就是说现在要做营销，广告主不仅要了解自己的产品和诉求，更需要了解消费者的需求。
比如我们在刷抖音时，如果经常关注某个红人或某一领域，就有可能被推送该红人的视频，或关注领域的相关广告推送。
我们可以发现，当下消费者的需求正在日益多样化、小众化，加之人工智能应用的推动下，传统大众化和规模化的营销模式已经很难适应现在的市场情况。
随着人工智能相关技术的逐步完善，通过大数据解析来发掘用户的真实需求，只有与消费者需求最匹配的营销信息，才有机会被智能推荐给消费者，同时通过深度学习细化营销的颗粒度，基于对客户需求的精准把握，开展个性化和场景化营销。
营销场景多元化，营销转化更有效
在影视剧中进行情景化营销是提高消费者对品牌认知的一种非常有效的营销手段，而如何将品牌或者产品毫无违和感的融入场景，就需要经验丰富的营销团队进行创意植入，因此广告主所投入的人工创意成本将会很高。
而今天拥有AI技术的加持，广告公司可以利用视频识别技术分析每一帧影像，识别当中的品牌以及产品，并在找到对应的商品页面后折叠成广告点，如果观众感兴趣可以点击展开。
比如在电视剧《欢乐颂》中，汇集了大量生活场景，每个场景都隐藏着大量广告位，在《欢乐颂》播放的时候，将啤酒的广告投放到蹦迪场景，刚开始就为平台得到30%的溢价。对于观众而言，这种广告比传统广告更容易被接受，因此广告的点击率提高了50%。
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