The Future of AI in the Advertising Business — Tal Jacobson // Perion

Tal Jacobson, CEO of Perion, explores leveraging Microsoft for revenue growth, and the impact of Bing and ChatGPT on brands. Imagine a world where you no longer need to sift through search engine results or navigate various websites to find information or make travel plans. That’s the world advertisers are gearing up for as consumers continue to integrate AI technologies like ChatGPT into their daily routines. Today, Tal discusses the future of AI in the advertising business.
About the speaker

Tal Jacobson

Perion

- Perion

Tal Jacobson is CEO at Perion

Show Notes

  • 02:45
    AI and the use of technology to create talent
    While technology, like deep fake AI, can augment creative industries such as filmmaking, it's unlikely to fully replace talent. New stories and talent will continue to be in demand as AI cannot replace the creative aspect of the industry.
  • 05:03
    Balancing art and science in content creation
    The future of content creation will always demand a balance between creativity and technology. While AI aids in scaling content production efficiently, the emphasis on quality and uniqueness remains crucial, as quantity doesn't equate to quality.
  • 08:00
    AI's impact on future advertising trends
    The convergence of AI and consumer behavior may lead to a shift where users rely on AI for information and to conduct transactions. With advancements like improved AI-driven personal assistants, advertisers will need to adapt to new platforms and formats to remain competitive.
  • 10:34
    The potential of AI becoming self aware
    We are not currently on the path to developing AI that is self-aware and concerned about its own existence. The primary use of AI by humans remains focused on profit, and as long as AI serves that purpose, humans wont pull the plug.
  • 13:05
    The risk of an AI driven takeover in the advertising industry
    The potential for computers to take over is more likely to come from the military or finance sectors. While technology and machine learning will continue to play a significant role in advertising for scalability and measurement, the creative aspect will always involve human talent.
  • 16:00
    Guidance for brands and agencies in the evolving advertising landscape
    Brands and agencies should experiment with new channels like CTV and use robust attribution systems for accurate measurement. Machine learning can enhance campaigns, deepen client relationships, and showcase the direct impact of advertising on sales and business growth.

Quotes

  • "When the camera was invented, painters were thinking, we're not going to have a job anymore. Yet we're still seeing paints, and we're still seeing photos. So, I don't think AI will replace real talent." - Tal Jacobson

  • "People want fresh talent and fresh stories. AI won't solve that, so people will always get a job. I think AI can scale it, but it can't be the creative part." - Tal Jacobson

  • "I think AI is science and AI helps you scale, not by adding 10,000 people, but by adding 100 people that are very, very smart." - Tal Jacobson

  • "In this new world of advertising, don't be afraid of using new channels, new technologies, and experimenting. So even if you never tried CTV before, experiment, it might work for your brand." - Tal Jacobson

  • "With machine learning, you're learning what works well for a specific client in the specific region they want to advertise. So, you can convince them that this actually drives sales and drives the business." - Tal Jacobson

About the speaker

Tal Jacobson

Perion

- Perion

Tal Jacobson is CEO at Perion

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