At Ambition, data is part of the foundation throughout the entire customer journey. First-party data, often combined with third-party data, is a source of insights, creative concept development, automation, and marketing execution across all channels. AI is part of our solutions in several ways. As a starting point, we distinguish between generative AI and predictive AI. We’ll briefly go through these concepts below, giving you insight into the most frequently mentioned terms when discussing artificial intelligence.
AI has become a buzzword, but what does it actually mean? AI refers to a broad field within computer science dedicated to creating systems or machines that can perform tasks that typically require human intelligence. These tasks might include problem-solving, understanding language, recognizing objects in images and sounds, and making automated decisions. AI can be both rule-based, where the system follows specific programmed rules, and learning-based, where the system is “trained” to develop its own understanding based on data. In recent years, much focus has been on Generative AI, which can create entirely new content that mimics what it was trained on, such as text, images, or music.
It is the learning-based part of AI that focuses on giving computers the ability to learn to make predictions or decisions based on large amounts of data, without being explicitly programmed for each task. In Machine Learning, statistical models are used to learn to recognize patterns in data and make decisions based on them. A variant of Machine Learning, called Deep Learning, has proven particularly effective for tasks involving text, images, and sound, such as facial and voice recognition, reading handwritten forms, or identifying objects in images.
Machine Learning is an extremely important element in supporting customer journeys with valuable communication. With the right data, it can be used to predict which of your customers will buy a specific product, who will need user support, and who is at risk of leaving you. Machine Learning can also be used to find the best target audiences for campaigns and segment new and potential customers.
In Ambition’s data science team, we have used Machine Learning to, among other things, create a prediction of an unemployment fund’s members’ unemployment paths if they lose their job. In this way, the fund can prioritize helping those members who need the most help getting back into work.
Generative AI, as we know it from tools like Dall-E, Midjourney, and ChatGPT, is a specific application of Machine Learning. It focuses on creating copies of the material it has been trained on, whether it be texts, images, music, films, or computer code. Although it generates material based on instructions from the user, many of the underlying principles are the same – for instance, when ChatGPT generates a text, it is essentially predicting the next word based on probability, just like “regular” Machine Learning models do. However, these models are tailored to their respective tasks and trained on extensive data with computing power beyond what most businesses can match. Recently, “cheaper” methods for training generative models have emerged, while the tech giants’ large “foundational models” are available for smaller players to fine-tune and enrich with their own data, as other players have also made their models open source.
In Ambition’s creative team, Generative AI has quickly become a regular part of the creative toolbox. The team uses ChatGPT and Midjourney both in the exploratory phase and in the production of various assets. AI is also an integrated part of Adobe’s world, which naturally means that we use generative AI in our daily work.
The models have one thing in common: they are only as good as the data they are trained on. That’s why it’s a good thing that here at Ambition, we have over 20 years of experience in using first- and third-party data to create value for our clients.
Curious about how you can get even more value from intelligent use of data? Contact us and find out how we can optimize your customer journeys: ambition@ambition.dk
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