The Ammerman, William creator text nyu 2019 monographic eng

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xiv, 298 p. : illustrations ; 24 cm "Marketers are harnessing the enormous power of AI to drive unprecedented results. The world of marketing is undergoing major change. Sophisticated algorithms can test billions of marketing messages and measure results, and shift the weight of campaigns, all in real time. What's next? A complete transformation of marketing as we know it, where machines themselves design and implement customized advertising tactics at virtually every point of digital contact. The Invisible Brand provides an in-depth exploration of the risks and rewards of this epochal shift, while delivering the information and insight you need to stay ahead of the game. Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You'll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers' buying decisions. You'll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines and digital advertising. And you'll find unmatched insight into how to harness the power of artificial intelligence for maximum results. As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best. Whether you are a marketing executive or concerned citizen, The Invisible Brand provides everything you need to understand how brands are harnessing the extraordinary amounts of data at their disposal--and capitalizing on it with AI"-- "A roadmap to harnessing the power of artificial intelligence for maximum marketing results-from a nationally recognized thought leader"-- Contents: Emergence: The invisible brand takes over -- The roots of the invisible brand in digital advertising -- Persuasion equations -- Infinite data from smarter things -- Beyond the Turing test -- Synthesis: Marketing with psychotechnology -- Nature versus nurture versus neural networks -- The algorithmic economy -- Privacy, propaganda and politics -- The God algorithm -- Conclusion -- William Ammerman. Marketing Artificial intelligence Machine learning BUSINESS & ECONOMICS / Marketing / General HF5415.A59 658.800285/63 BUS043000 Ammerman, William, 1967- author. New York : McGraw-Hill Education, [2019] (DLC) 2019013521 9781260441253 1260441253 2019010692 DLC 190306 20230316165316.0 20878614 eng