The Rise of AI and Data Usage Are Blurring the Lines Between Personalization and Creativity

Largely because advertising is a science and an art

A yellow machine; in the middle there is a test tube; the test tube houses a human brain
It would be a mistake for marketers to confuse personalization with creativity. Mustafa Hacalaki/Getty Images

Advertising today is fundamentally different than it was even five years ago. The industry has made tremendous strides by manipulating big online behavior-driven data sets and computing automation to get closer to the holy grail of one-to-one marketing. While one-to-one marketing is not entirely realistic or even efficient today, every major marketer is in the process of making their offers micro-targeted and more personalized.

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Brian Sheehan is a professor of advertising at Syracuse University and is a member of our Adweek Academic Council.