Navigating the data deluge with robust data intelligence

These computer science terms are often used interchangeably, but what differences make each a unique technology?
Technology is becoming more embedded in our daily lives by the minute. To keep up with the pace of consumer expectations, companies are relying more heavily on machine learning algorithms to make things easier. You can see its application in social media (through object recognition in photos) or in talking directly to devices (such as Alexa or Siri).

While artificial intelligence (AI), machine learning (ML), deep learning and neural networks are related technologies, the terms are often used interchangeably, which frequently leads to confusion about their differences. This blog post clarifies some of the ambiguity.

Awesome group to work with! Helped tweak my campaigns to save money while bring in more sales. Allie Stauss/ Founder & CEO

Measurement & data

AI can only be as good as the data you put into it. With high quality, consented, first party data, you can build durable measurement for an AI powered, privacy first future. To build that data, marketers need to forge new relationships with customers relationships that are earned, not bought and which are built on trust and a true value exchange.

And as traditional data sources, namely third party cookies, go away, your high quality, first party data will be especially crucial.

Google AI can take into account your audiences, creative, formats, channels, and placements to discover the best return on your investment, and even discover new customers.

We’re building tools that use AI to work backward from your goals. Instead of building audiences by targeting groups, say “18 to 25 year old women with an interest in pickleball,” now you can effectively say, “Sell my product profitably to whomever is interested.” Google AI can take into account your audiences, creative, formats, channels, and placements to discover the best return on your investment, and even discover new customers.

We use our own tools in house too. Google Cloud’s marketers harnessed the power of AI to find business decision makers who were interested in signing up to trial the platform. Cloud knew their business goal find new customers and used that as their KPI.

Putting AI to work, together

We are deeply optimistic that AI-powered tools can help you meet this moment of extreme disruption and change. That’s why we’re working to reimagine measurement, media, and creative with AI.

As an industry, we’re in this together. We know that every marketer, publisher, and agency is building too. New solutions that enable a balance between privacy, marketing, and publishing will come from teams like yours.

This is our shared challenge to build a trusted digital marketing ecosystem for the next 25 years and beyond. By rising to this moment, we can finally deliver on the promise of relevance at scale for every customer, without draining our teams or compromising on trust and safety. We can and will empower marketers as a reliable driver of profitable growth. We can and will build value exchange with publishers to support personalization. The time to put AI to work for all of us is now.