Helen Katz, EVP, Research for Publicis Media, isn’t just an expert on data intelligence – she’s an exceptional communicator, recently picking up the ARF’s Erwin Ephron Demystification Award. And demystification is what the many of us in the industry need when it comes to AI, which is why Helen will be on hand for the Cynopsis ScreenShift event in October. Here, she offers her take on how that conversation will go.
Since your panel is “The AI Advantage: Redefining Media Strategy,” can you provide a topline on how/why the industry has evolved to this point?
The advertising industry has spoken about the potential impact of AI in media for a couple of years. Now, it’s becoming real. For example, AI approaches can help us develop briefs, understand audiences, and optimize channels.
What are the biggest challenges faced when integrating AI-driven personalization into a media strategy?
There are two challenges here. First, it’s educating people on how best to apply AI to a media strategy. And second, we should do what we normally do with data – question it! Just because a strategy is handed to you by an AI tool doesn’t necessarily mean it’s right or optimal or perfect. The human element is still crucial.
What are your hoped-for takeaway(s) from this panel – or from ScreenShift overall?
This conference focuses on both the ‘now’ and the ‘future’ of TV/video. I’m excited to hear more about where we are and where we (and consumers!) are going with all forms of video entertainment!
