Asbjörn Rosenberg, the current Head of Consulting and Strategy and Senior Advisor to the Smarketer Group, provides insights into the development of artificial intelligence (AI) in the marketing industry. As an expert in his field, he regularly deals with the central question: How can advertisements be used to reach precisely those people who are relevant from a business perspective? According to Rosenberg, artificial intelligence has a decisive role to play here, even if this technology still has certain limits.
Rosenberg explains that advertising in search engines is being increasingly tailored to users with the help of AI. A combination of search behavior and search terms is used to identify those users who are most likely to find what they are looking for from an advertiser. It is precisely this approach that his company, the Smarketer Group, has been using for many years: it relies on artificial intelligence and automated bidding strategies to deliver ads precisely when there is a high probability that the advertised services or products will be of interest to the respective search engine user.
Rosenberg also points out the limitations of AI. The technology still encounters difficulties, particularly when it comes to creating advertising material and making strategic decisions. Humans have to readjust or at least check the ad content. Although AI can support the optimization of ad texts, it is not yet able to generate original, creative content. Decisions at a strategic level, such as setting budgets, selecting target groups and sustainable brand development, also require human expertise and influence.
When asked about specific AI tools that marketers should be aware of, Rosenberg states that there are numerous options. For example, he mentions the artificial intelligence-supported campaign types at Google Performance Max and Discovery. He also points to the use of Bing Chat for tasks such as keyword research and content creation. It becomes clear that the use of AI in marketing is becoming increasingly important, but despite its potential and progress, the human factor remains indispensable.
