Ad Council Successful with AI Creative Optimization

THE CHALLENGE

The Ad Council faced a distinctive challenge amid the pandemic: disseminating crucial information and educating people about the significance of the COVID-19 vaccination. The dilemma was clear—how could they effectively convey the appropriate messages to the right audiences?

THE SOLUTION

The Ad Council rose to the challenge of educating people about COVID-19 vaccination by partnering with MMA Global and Claritas, using Claritas’ AI Creative Optimization to get the right message to the right people. AI Creative Optimization brings together two dynamic elements that influence a consumer’s response: message and context. The message is delivered within a certain context, whether it is a place, a day, a time, a website, or a device.  AI observes different combinations of messages and contexts and their conversion rates. It then learns what underlying factors lead to higher conversion rates to predict other successful combinations. The AI predicts which message in combination with which context will most likely result in engagement, an approach that does not require personally identifiable information (PII).​

​AI-assisted content creation yields hundreds or thousands of different creative versions, generated by a combination of humans and AI. The role of AI is to learn which combinations of message elements work best for different audiences in different contexts, and to automatically apply this understanding to optimize and increase engagement rates.

THE CLARITAS EFFECT