Artificial intelligence (AI) and machine learning have long been part of PPC — so why are AI and machine learning all of a sudden such hot topics? It is, in part, because exponential advances have now brought technology to the point where it can legitimately compete with the performance and precision of human account managers.
I recently covered the new roles humans should play in PPC as automation takes over. In this post, I’ll offer some ideas for what online marketing agencies should consider doing to remain successful in a world of AI-driven PPC management.
Be a master of process
According to the authors of the book “The Second Machine Age,” chess master Garry Kasparov offered an interesting insight into how humans and computers should work together after he became the first chess champion to be defeated by a computer in 1997. In matches after his loss to Deep Blue, he noticed a few things:
A human player aided by a machine