How is AI changing content-audience matching?

Kipp Bodnar

CMO · Hubspot

Creative as targeting

Kipp Bodnar says creative is the new targeting in paid advertising: rather than perfecting audiences by hand, marketers should make enough creative ads for the algorithms to pick who the audience is.

The answer starts at 18:08.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Identifying resonant stories

Paul Roehrig says matching content to audiences comes down to human interpretation of which stories have emotional resonance, with AI helping surface insight and patterns but not replacing that anytime soon.

Ryan Gavin

Chief Marketing Officer · Slack

AI grades content

Ryan Gavin says his team must have LLMs grade their content before it reaches him for review, using prompts about who it's for, the intent, audience and goals.

Marvin Chow

VP of Consumer and AI Marketing · Google

Collating more data

Marvin Chow says AI models are going to help by collating far more data for them and giving at least an initial sense of what's working and what's not.

Gilad Bechar

Founder & CEO · Moburst

Analyzing patterns

Gilad Bechar says AI's role is analyzing patterns, because it can find patterns in data—such as when to raise bids—that would take humans hundreds of hours.