Artificial Intelligence Helps Advertisers Be More Compassionate

Artificial Intelligence Helps Advertisers Be More Compassionate

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alastair Boyle, global client partner and head of strategy at Essence. You might be surprised to hear these words in the same sentence, but compassion has been a core concept in advertising ever since it emerged as a specialist practice in the ’40s. And now we’re increasingly relying on artificial intelligence (AI) to help us be compassionate. Compassion is about feeling empathy with another’s need state and attempting to meet those needs. Advertisers try to “stand in the shoes of the consumer” and imagine what it’s like to be that person, in that situation. This helps advertisers understand how to promote a product or service…


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