Demystifying AI in Advertising: Defining Its True Nature

Kasim: 00:00:11

because we're talking about ai.

Kasim: 00:00:12

What we need to do first is define terms.

Kasim: 00:00:14

I think that might be the most important exercise of today's talk, to be honest

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with you, because AI for me anyway, and maybe are smarter or better

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educated or actually went to college.

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it's something of, an intangible concept.

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I understand artificial intelligence, but far as practical application,

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it's more or less eluded me in, preparation for this talk.

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I went and I tracked down.

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Definitions.

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So I've got Wikipedia's definition up here.

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Intelligence perceiving, synthesizing and inferring information demonstrated

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by machines as opposed to intelligence displayed by non-human animals and humans.

Kasim: 00:00:43

I don't like that at all.

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again, this is gonna get really, really important because

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the way that we define ai.

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Is going to dictate the way that we use ai.

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So the textbook definition.

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Let's say, and I'm gonna set that aside and I'm gonna ask you to set it aside too.

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The one that I kind of liked was TechTarget dot com's definition.

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Artificial intelligence is the simulation of human intelligence

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processes by machines.

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Now here's what that means.

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We need to treat AI driven mechanisms as though they're human.

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And what's interesting is this isn't, A discussion about the future.

Kasim: 00:01:11

I'm telling you this, based off of experience, I own a Google

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ads agency that manages almost a hundred million dollars in ad spend.

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And we're using AI right now today in order to optimize campaigns on a level

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that we've never been able to do before.

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And I've said for years that someday AI will replace me, just not today.

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Well, The day has come.

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Sadly, Google rolled out a campaign type pub performance Max.

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If you've been to some of my other Edward trucks, you've

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probably heard me talk about it.

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Y'all.

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It is amazing.

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It's the most amazing marketing mechanism I've ever seen in person.

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And it's, it's entirely AI driven.

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You effectively give Google, creative, your assets.

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Relative targets, but even that's not necessary cuz the AI will figure it out.

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and then Google goes off and it, finds who's gonna buy from you in

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what capacities, at what intervals, and then optimizes accordingly.

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Entirely AI driven.

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so AI lives, right?

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Notre Dame and the principles that I'm gonna be sharing with you are real

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world, these are actually practical application, like things that I've used.

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this isn't theory.

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And the reason that well, let me back up.

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Some of it is but I'm making that point so strongly because all of a

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sudden everybody's damn AI expert.

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Have you noticed that you've got all these, gurus and

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thought leaders running around.

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Pumping out courses on how to use chat G P T, and in my mind I'm like,

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40 days ago you were a crypto expert.

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Now you're, I don't know, I'm not trying to throw out too much shade, but I do just

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wanna make the point that I am an absolute complete, total, and utter amateur.

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When it comes to ai, and I have a hundred million dollars in education, so be

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careful who you listen to and whatever it's worth, I'm offering you feedback

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and insights that I've been able to gain from, actually doing this stuff.

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So I'm gonna stop this.

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Got it.

Kasim: 00:02:43

Egoic, I'm so sorry.

Kasim: 00:02:44

What is AI really for me?

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I have my own definition that I'm gonna offer you just come

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with me on this for a little bit.

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And if you don't like it, you can discard it.

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My bad definition is AI is machine driven value judgment,

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machine driven value judgment.

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Now, value judgment to my mind is thinking.

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When you think you make value judgements, that's really all thinking ends up being.

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that's the preferential treatment of anything that happens to

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be in your, ecosystem is the world becomes a form for action.

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You take things and make value judgements out of them.

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You know, a stick can be a weapon or a tool, or it can be benign.

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It and value judgments change based off of context.

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a rock next to a plate glass window becomes far more valuable.

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When there's a fire in the room.

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So those are value judgements.

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and to dive a little bit further, let's define value judgements.

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And this is the technical definition incident that I stole from the internet.

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An assessment of something as good or bad in terms of one's standards or priorities.

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This is the critical part of this definition because this is what's gonna

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come and bite us when it comes to ai.

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If AI is machine-driven value judgment.

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And value judgments are an assessment of something's good or bad in terms

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of one's standards or priorities.

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It becomes the standards and priorities that are the most

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important foundational construct when managing and dealing with ai.