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Olay Skin Advisor exemplifies one way brands can leverage artificial intelligence and other advanced technology to analyze significantly greater volumes of data and provide more personalized and valuable digital services. Beauty shoppers want personalized solutions, but they can feel overwhelmed by having to pick the right product by themselves out of the numerous options on the shelf. By leveraging the convenience of taking a selfie with a mobile phone and pairing it will deep learning, Olay is able to streamline the experience of finding the best products for different skin types.
For marketers, the challenge with AI is in figuring out how to use this new data in new ways to uncover insights about their audiences. For example, Skin Advisor is based on Olay’s research that browsing the shelf is the number one purchase influencer for women, yet one third of women do not find what they are looking for via this method. The brand then figured out how it could leverage AI to address that unmet need.
The payoff for marketers is that, when done well, AI-driven solutions can help consumers experience brands in personalized, valuable ways that have the potential to drive sales and loyalty.
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The decision to not move forward with an opt-out option arose out of an “evolution” of the industry and regulatory environments, said a Google official.
Ten-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.
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The decision to not move forward with an opt-out option arose out of an “evolution” of the industry and regulatory environments, said a Google official.
Ten-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.
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