Marketing 0

Collaborative Human and Machine Thinking
Humans and machines can also collaborate in convergent and
divergent thinking. Computers are known to have the ability of
convergent thinking: identifying patterns and clusters in multiple

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unstructured datasets, which include not only text and numbers but
also images and audiovisuals. In contrast, humans are good at
divergent thinking: generating new ideas and exploring many
potential solutions.
These complementary functions have enormous potential, for
instance, in improving advertising effectiveness. Computers can run
through millions of ads and discover correlations between basic
creative dimensions (color scheme, copy, or layout) and the
outcomes (awareness level, emotional appeal, or purchase
conversion rates). It can be done either for pre-placement creative
testing or historical ad performance audit. Chase, for example, uses
AI from Persado for copywriting. In creative testing, the software
managed to outperform human copywriters to get the highest click-
through rates. The word choices were crafted from a massive
database of words that have been rated for emotional appeal.
It should not be judged as a threat to brand managers and creative
ad agencies. Thus far, no machines can replace humans in writing
agency briefs or creating ad copy from scratch—that is, to craft brand
positioning that resonates and then translate it into the right
message. Computers are not ideal for designing a campaign that is
authentic and novel, either. AI, however, can help optimize the ads
by selecting better words, colors, and layout.