Leveraging AI in Google and Meta

2024 Digital Priorities

AUTHORS: Aly Gomez , Madelyn Frascella
Feb 21, 2024
11 Min Read

AI. Just hearing the word is sure to conjure strong feelings, be it excitement for a new frontier or sweat-inducing nerves about the unknown. However, given the rapid development and adoption of AI in marketing and the world at large, we must afford AI some meaningful attention.

While Google & Meta—platforms on which arts marketers heavily rely—have been integrating AI into their algorithms and tools for years, their focus on it has accelerated. They now offer many powerful AI solutions for audience targeting, content optimization, and conversion attribution, however, that doesn’t mean digital marketing campaigns are now set-and-forget or completely autonomous.

Think of these new AI tools as different sections of an orchestra. Alone, they can produce beautiful music, but we wouldn’t let them all loose to improvise at the same time. Even when a score is provided (i.e. a well-defined goal), the AI orchestra still needs a human conductor to provide strong strategy, oversight, and course corrections along the way. Together, with our human knowledge and AI capabilities, we can create something more than the sum of its parts.

Keeping a test-and-learn mindset is key as we make AI an ally to improve marketing efficacy. The more we’re able to test, analyze, and lean into the full suite of Google & Meta’s tools, the more opportunity they have to deliver a full-symphony effect on results. We must use what works well for our organizations and let go of what’s not a good fit. We know the abundance of options is overwhelming. So to conduct like a pro, employ these tools strategically, evaluating and making adjustments often.