Tech + Startups
Will A Facebook Ad Writing AI Put Marketers Out of Business?
Facebook could easily create AI bots that write and optimize ads that convert better than what the humans are writing.
Which pretty much means computers are on the verge of equaling humanity in terms of intelligence if you go by the old AI gold standard Turing Test!
Facebook Is On The Verge of Acing ‘The Turing Test’
Advanced by Alan Turing — the computer scientist who cracked the Nazi Enigma machine and helped end World War II a year early by some historians’ guesses — the Turing Test says if someone’s handing you messages under a door, and you can’t tell if a human is writing them or a computer, then the computer has achieved human level intelligence.
(If you haven’t seen “The Imitation Game,” in which Alan Turing is played by Benedict Cumberbatch, rent it this week. You’ll be in history, math, and computer nerd heaven for one hour and fifty-four minutes.)
With a Facebook ad writing AI undoubtedly right around the corner, we’re pretty much there. Every year SkyNet is getting closer to self awareness, but it looks like instead of launching the nukes at us, they’re going to do something even more amazing — — write ads!
Ad-sta la vista, baby!
Anyone can push a button, turn two keys the same time, whatever. Sorry, SkyNet. Not impressed. But writing ads takes creativity and a way with words.
That’s something only Don Draper can do right?
Maybe robots are stealing the factory line assembly jobs, and now automatons are even driving cars, putting the job prospects of a million truckers and Uber drivers in jeopardy. But online marketers — we’re going to be okay.
We’re safe from the robots, right? Right?
It could be only a matter of time before Internet advertising is completely disrupted by an army of artificially intelligent, word whiz computer programs.
Some of these AI copywriters have already learned how to use puns! Last year a machine wrote an ad for a hotel that read, “Have a suite stay.”
Not only are some machine-powered ad copy writing programs already every bit as good as you at stringing together words in a way that sounds perfectly natural (and not just that super-creepy modified English language two Facebook AI bots invented to communicate with each other that no one else could understand)…
They can also take advantage of powerful computer processors to read through incredibly vast amounts amounts of ad conversion data (and tap that valuable digital resource like so much oil under a field in Texas).
Faster than you just read the preceding seven paragraphs.
Data Driven, Bot Written
So AI advertising bots can know based on user behavior confirmed by the data — not guess, not hope, but know — that exactly what they’re writing will produce the most and highest quality ad conversions from the platforms.
Pay attention! Because this will be a game changer in the world of online advertising, on Facebook’s platform and everywhere else.
The good news is: It probably won’t put all online advertisers out of business. In fact, it will probably help some advertisers to grow their business far beyond what they ever thought was possible. That is, the advertisers who are quick to adapt to this change so they don’t fall behind the technology curve.
And I do mean Flash Gordon quick, because the AI revolution in advertising isn’t going to happen. It’s not about to happen.
It’s happening right now before our very eyes.
Here’s what you need to know:
Facebook will have a powerful AI that can write ads that get better results than human written ads!
Of the 10 main research areas in Facebook’s Artificial Intelligence Research (FAIR) project, four will produce results that would directly support an AI written advertisements product:
“Conversational AI — Creating personalized and meaningful interactions”
“Natural Language Processing — Next generation text understanding and generation”
“Ranking & Recommendations — Connecting people to what’s most meaningful”
“Human & Machine Intelligence — Building algorithms inspired by, and compatible with, human cognition”
Back in 2018 the Cambridge Analytica scandal overshadowed a leaked Facebook document marked “Confidential” about Facebook’s far-ranging AI capabilities, and how the company was deploying them at the time to enhance advertising. The Intercept obtained and reviewed the document.
They had this to say about it:
“Instead of merely offering advertisers the ability to target people based on demographics and consumer preferences, Facebook instead offers the ability to target them based on how they will behave, what they will buy, and what they will think. These capabilities are the fruits of a self-improving, artificial intelligence-powered prediction engine, first unveiled by Facebook in 2016 and dubbed ‘FBLearner Flow.’”
The document details how Facebook’s AI runs a branching decision tree simulation that helps it predict consumer behaviors.
It then groups users together in “psychographic” profiles to help advertisers target ads more precisely to the users who are most likely to respond to them.
The media covered it like this was some pretty dark stuff, but isn’t helping consumers find the products and services they want a good thing?
Anyway, it’s not hard to see how Facebook programmers can retool branching decision tree simulations to predict which words used in ad copy will get the most optimized response from users too. Then write the ad with those words.
Facebook wouldn’t be the first to do it.
Fortune 500 firms are jumping on the new tech
Back in 2018, Lexus used artificial intelligence to try to write the perfect car commercial. It wrote the television commercial after analyzing 15 years of winning spots at the Cannes Lions marketing festival.
JP Morgan Chase and Co. is the biggest bank in the United States. They made headlines last year after signing a 5-year contract with Persado Inc., an AI company that uses artificial intelligence to write ad copy.
Of the following two headlines, Chase found that the AI written headline generated nearly 100% more conversations (measured by new applications after the click thru).
See if you can guess which one was written by a computer program:
Access cash from the equity in your home. Take a look.
It’s true — You can unlock cash from the equity in your home. Click to apply.
Chase is going to use the AI copywriter to create more online ads, email promotions, and even snail mail letters to its customers.
“Watson,” IBM’s famous digital mind is already powering the computing giant’s IBM Watson Advertising division, which helps boost ad results for Hulu and Subway stores. This is a trend taking the world of advertising by storm.
Here’s why it matters:
Some digital advertisers will do even better because of AI marketing in the 2020s
I, for one, welcome our new AI overlords. Their advent into the world of digital marketing isn’t the apocalypse for online advertisers.
It’s actually an open door to a new world of opportunities for the advertisers who adapt quickly and leverage the latest tech to get the most competitive edge with their ad copy.
It’s going to make writing your own ads too inefficient for small and medium businesses not to hire ad agencies that are using AI to write the ad copy. Many are already employing AI to refine their advertising and customer service.
For instance, Facebook currently has over 100,000 active chatbots already working for businesses to handle inbound customer inquiries in FB messenger. The main role these AI reps are stepping into is customer service and support that drives sales through automated customer interaction.
Third party Facebook ad creators who use AI to write the ads have helped companies reduce cost-per-lead by as much as 31% in early results compared to human written ads. The amazing thing is the computer program is sophisticated enough to write copy that is brand compliant. Incredible!
That’s a game changer.
Lead generation is by far one of the most expensive stages of the marketing and sales funnel. Online marketers are also leveraging artificial intelligence to support Facebook advertising campaigns in other ways.
Reveal Bot is an AI offering advanced Facebook ad campaign automation with integrations to Slack for live updates and team collaboration.
For companies that spend tens of thousands monthly on Facebook ads, Zalster is using AI to refine bids, budgets, and psychographic targeting.
ReFUEL4 has a bot that can predict when your Facebook ad is about to reach the point of “ad fatigue,” to replace it with a fresh one that converts better.
So the sky isn’t falling. It’s actually more like AI driven advertising is making it rain leads and conversions on Facebook, Instagram, and other major social media platforms. Don’t miss out on the opportunity
It’s time to set out the buckets and not the thimbles.
Want to learn more about how you can stay ahead of the game from absolute Internet marketing nerds? Check out: The Internet Marketing Nerds