Basics of AI and How it is Used in Digital Advertising
What is AI?
Artificial Intelligence (AI) is a type of software-based technology that mixes computer systems with human intelligence.
The concept of intelligent machines began with the development of stored-program electronic computers. In a technologically-advanced era, AI is becoming increasingly important and prominent in our daily lives. Speech recognition, virtual assistance and self-driving cars are prime examples of AI powered technology.
There are three types of AI systems: one is designed and trained for a particular task while the another virtually surpasses the cognitive performance of humans in all aspects and the last combines AI technology with the human brain.
Machine Intelligence & Data
Artificial intelligence systems like Apple’s Siri and Amazon’s Alexa use data to learn human behaviour for achieving specific goals. The learning process includes acquisition of information, reasoning for conclusions and self-correction
Natural Language Processing (NLP) is a crucial element that allows machines to read and understand human language, facilitating communication between humans and computer systems. Acting like a virtual personal assistant, Siri can listen to a human’s command and respond intelligently in a plethora of languages. Another examples of data driven AI includes self-driving, autonomous vehicles, which can take a rider anywhere upon request.
Artificial Super Intelligence
Google’s DeepMind, one of the major achievements in AI, created a program named AlphaGo that beat a human player at Go, considered one of the most elaborate games in the world. DeepMind, like many AI businesses, is trying to find a way to program intuition into software.
According to Nick Bostrom, a Swedish philosopher from University of Oxford, artificial superintelligence (ASI) is defined as an intellect that virtually surpasses the cognitive performance of humans in every field, including scientific creativity, general wisdom and social skills. This is possible through digitally emulating human brain tissue — copying the brain’s neural network and linking it to a computer interface. Whether or not true intuition will come from this remains to be unknown.
A Blend of AI and the Human Brain
Elon Musk is now backing a company called Neuralink, which focuses on merging the human brain with AI-enabled devices, allowing people to keep pace with the leaps of artificial intelligence.
In all cases — AI developing from data algorithms, AI that’s smarter than humans and AI integrating with humans — it is apparent that AI is something to keep an eye on in the coming years.
Meet NIKOLA — A Cognitive Bot Powered with AI
To reform the landscape of the digital advertising industry, the NOIZ ad network is making use of AI software in the form of a cognitive bot named NIKOLA, which allows users to initiate conversations with an ad display. This AI-enabled ad can also record, collect, authenticate and analyze consumers’ feedback.
NIKOLA applies natural language processing (NLP) to recognize any text or voice message across a variety of languages. As more consumers interact with NIKOLA, it becomes more “intelligent”. Since these digital ads in the NOIZ network can learn and think, they have been termed as “cognitive”.
NIKOLA aims to increase conversion rates of digital ads by rewarding consumers with tokens each time they engage with the ad prompts. Advertisers can set a specific goal, such as brand engagement, subscription sign-ups, e-commerce or survey replies, to provide NIKOLA with an objective when collecting intents. Different levels of engagement result in different amounts of tokens being received by the consumer.
Analysis of the interactions between the consumer and the ad also enables the NOIZ network AI to weed out spambot activity; thus, enabling advertisers to measure true engagement by human users.
The NOIZ ad network is using AI technology to optimize advertising campaigns and revamp the ecosystem of digital advertising by eliminating fraudulent traffic.