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First Principles Thinking: Grounding AI and Ad Testing in What Actually Matters
In this session, two leaders at the cutting edge of AI and tech for marketing will cut through the hype of overinflated expectations to get to the core of what all marketers need to know.
Putting aside speculative prognostication, five years into the AI revolution, what mature (or near-mature) programs are successfully generating growth for brands, and how are the world’s most technologically sophisticated marketers leading their deployment? What is actually delivering better creative, greater brand lift and more ROI, versus what ends up being clickbait hype?
James Slezak, CEO of Swayable, the creative pre-testing platform, joins Abigail Posner, former Director of Google's US Creative Works, in this must-see session to look at how brand teams and their measurement programs are getting the most from real humans using AI automation and rapid creative pre-testing. They will discuss the emerging gold standard metrics for determining whether creative works, and implications for how marketing leaders organize the work—including the roles, responsibilities and processes that the most successful brands are creating.
Putting aside speculative prognostication, five years into the AI revolution, what mature (or near-mature) programs are successfully generating growth for brands, and how are the world’s most technologically sophisticated marketers leading their deployment? What is actually delivering better creative, greater brand lift and more ROI, versus what ends up being clickbait hype?
James Slezak, CEO of Swayable, the creative pre-testing platform, joins Abigail Posner, former Director of Google's US Creative Works, in this must-see session to look at how brand teams and their measurement programs are getting the most from real humans using AI automation and rapid creative pre-testing. They will discuss the emerging gold standard metrics for determining whether creative works, and implications for how marketing leaders organize the work—including the roles, responsibilities and processes that the most successful brands are creating.
Speakers
Key Takeaways
- How successful brands are actually using AI to drive marketing ROI
- How marketers are getting the most value from human creativity instead of trying to replace it
- The role of persuasion impact data and pre-testing in setting the north star for what’s working
- The changes marketing leaders are making to harness these forces and what challenges they need to confront
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