Artificial Intelligence seems to be everywhere we look – from streaming services to self-driving cars and virtual assistants — it’s the talk of the town!
But what exactly is AI? And how can it benefit businesses and their customers?
Let’s take a closer look at artificial intelligence meaning, its rise in popularity, and the advantages and disadvantages of artificial intelligence to determine if incorporating this innovative tool is right for you.
What Is Artificial Intelligence?
Simply put, Artificial intelligence, or AI, is a form of computer programming which enables machines to “think” like humans. This intelligence can be used to process data, solve problems, and make decisions automatically.
AI uses algorithms that analyze and interpret large amounts of data from various sources, allowing it to learn from past experiences to make future decisions.
Although still in its early stages, the potential benefits of AI are vast, from streamlining businesses to improving healthcare outcomes. It’s exciting to see how this technology is changing the world and how we can harness its power for the greater good.
Popular AI Use Cases
Artificial intelligence use cases are vast, ranging from healthcare and finance to transportation and security.
You must have seen AI-powered chatbots being used for customer service inquiries. These are very popular on ecommerce websites and offer a personalized shopping & browsing experience.
Artificial intelligence is also being used to improve facial recognition software in security applications, as well as for automating predictive analytics in finance and banking.
Not to forget, the healthcare industry is rapidly adopting AI technology to reduce costs, improve diagnosis and treatment accuracy, and provide better health services to patients.
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And, we are sure, you must be familiar with Apple’s Siri, Amazon’s Alexa, and Google assistant – they’re all powered by AI!
Now that you understand the term artificial intelligence and its applications let’s look at the pros and cons of AI.
What Are The Advantages & Disadvantages Of AI?
Any technological advancement has its pros and cons, and AI is no exception. While it has a huge positive potential to revolutionize the world, some serious drawbacks must be considered before investing in AI technology.
Let’s study some advantages of artificial intelligence and its possible downsides as well.
Artificial Intelligence Advantages
Minimum-to-No Errors
One of the key benefits of AI-driven systems is their extreme accuracy and reliability.
Unlike us humans, machines do not make mistakes simply due to fatigue, distractions, or emotional biases. Thus, they can perform tasks with unmatched precision and consistency.
This is the differentiator in industries where human error can be costly, such as healthcare, finance, space exploration, etc.
Increased Productivity
People are amazing; human intelligence, grit, and work ethic can do magic when used to their full potential.
But human resources have limitations. Our attention and focus span often decrease with time, resulting in lower productivity levels.
Sitting too long in front of a screen can make us tired and sloppy. Even if we start the day fresh, we might have something else on our minds, like a breakup or a sports team losing. It’s “natural” but that’s the thing.
Unlike humans, computers and programs don’t get tired – AI can work round the clock with the same levels of energy and enthusiasm, boosting business productivity.
Improved Decision-Making
AI-driven decision-making is fast, unbiased, and driven purely by data. No personal opinions or judgments are considered when making decisions, thus eliminating any potential bias.
This is particularly advantageous when decisions are difficult and can be adversely affected by emotions or personal opinions – legal, political, and financial matters, for example.
Enhanced Automation
AI-driven systems can take over mundane, repetitive tasks to free up human resources for more creative, innovative tasks.
This helps streamline the process and makes it easier to manage large volumes of data with minimum human intervention.
In email campaigns, for example, AI can take over the task of sending out 2-3 emails a week. This frees up time and resources for more creative content and allows marketers to tailor their emails to different target audiences better.
Increased Accessibility And Availability
A human being will always need time off. Whether it’s for vacation, health reasons, or fulfilling a family commitment, we humans need to take a break.
AI-driven technologies, on the other hand, are available 24/7. They don’t get sick, don’t need breaks, and can be accessed from anywhere in the world.
This better accessibility and 24/7 uptime make artificial intelligence a great tool for businesses, especially to perform repetitive jobs. Why? They keep doing the same task with the same precision, accuracy, and quality without getting fatigued, over and over again.
Cost Efficient
AI-driven systems are cost-efficient in the long run.
While an initial investment is required for setting up such a system, the ROI is higher in the long run since AI-driven systems require no additional labor costs or salaries.
They also do not need to be trained or upgraded regularly, meaning the cost of maintenance is quite low.
Therefore, when used correctly and efficiently, AI-driven systems can help businesses reduce costs while also improving productivity.
Countless Applications
While human beings can wear multiple hats to do different jobs, AI robots can do infinitely more.
From facial recognition and natural language processing to motion tracking and computer vision, the possibilities are endless with AI.
Similarly, machine learning algorithms can be used for predictive analytics, allowing businesses to identify potential opportunities and risks before they happen. AI-driven systems can also help in identifying customer preferences and predicting customer behavior.
Improved Security
AI-driven systems offer enhanced security and better protection of sensitive customer data.
AI-driven authentication mechanisms can identify malicious users who are trying to gain unauthorized access to data and systems.
AI-driven systems can also monitor user activity in real time, detect anomalies, and alert administrators to potential threats.
These technologies are essential in today’s digital world, where cyber security is paramount.
AI-driven systems are also much more efficient at detecting and blocking fraud, thus keeping businesses safe from potential financial losses.
Artificial Intelligence Disadvantages
Despite all the advantages of artificial intelligence, it comes with some drawbacks. Let’s look at a few artificial intelligence disadvantages.
Lack Of Emotion & Critical Thinking
AI-driven systems lack the ability to understand human emotions and empathize with people.
This means that AI-driven systems are not equipped to respond to emotional cues and cannot provide the same level of customer service as a human being.
Also, AI-driven systems cannot think critically and make decisions based on emotions. This can be a major limitation when providing customer service or making complex decisions.
Unpredictable Behavior
AI-driven systems can perform complex tasks and make decisions quickly, but they are not infallible.
AI-driven systems can face unforeseen errors and exhibit unpredictable behavior in certain situations.
This means there is a lack of control over the system, which can lead to undesirable outcomes.
Job Losses
The increased use of AI-driven technologies could lead to job losses as machines take over human labor.
This could significantly impact the economy, leading to a reduction in purchasing power and an increase in unemployment.
Therefore, AI-driven technologies must be used responsibly, and their impact on the job market should be considered carefully.
Ethical Issues
The increased use of AI-driven technologies has also raised ethical concerns, as they can be used to manipulate data, influence public opinion, and even control people’s behavior.
The potential for misuse of AI-driven technologies is real, meaning governments and businesses need to be aware of the ethical implications of using these technologies.
High Cost
The cost of developing and deploying AI-driven technologies can be quite high, making them inaccessible to large businesses and highly advanced organizations.
Therefore, it is important for businesses to consider the cost implications before investing in advanced AI-based technologies.
Overall, artificial intelligence offers numerous benefits like digital assistance, high productivity & efficiency, improved security, and more.
However, artificial intelligence disadvantages like lack of empathy and unpredictable behavior mean it can’t imitate the human brain.
The ethical issues and high implementation costs also signify that AI can’t entirely replace human resources.
Should You Adopt Artificial Intelligence?
Being diplomatic, we’d say: “only you can decide if AI is the right choice for your business” or “you have to weigh the pros and cons of AI” — that’s nonsense!
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The truth is that AI offers excellent potential for businesses of all sizes, and it’s becoming a requirement to stay relevant in today’s tech-driven world.
Businesses and individuals that know how to leverage AI-driven technologies can see improved efficiency, cost savings, and a competitive edge over their peers.
So, yes, you should definitely consider adopting AI-driven technologies for your business. The long-term benefits could far outweigh the risks that come with it.
Strategically Integrate Artificial Intelligence For Maximum Benefits
While AI has many advantages, it should be approached with caution.
Incorporating artificial intelligence without a proper plan or human oversight can lead to vulnerabilities. For instance, uploading content without fact-checking could risk a decline in your reputation or visibility on platforms like Google.
Moreover, while isolated AI projects may bring success, you need to ensure scalability and plan for the long term to maintain your success.
Comprehensive planning, fact-checking, and human oversight are essential to ensure that the AI-driven technologies you adopt actually deliver tangible benefits.
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Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.
In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.
Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.
Driving Change Through Amazon’s Auto Revolution
Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.
The result?
A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.
Bridging the Gap Between Convenience and Complexity
Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.
Ecommerce Partnership Reshaping Auto Retail Dynamics
Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.
In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.
This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.
Pedal to the Metal
Seamless Online Purchase:
Complete the entire transaction within the trusted Amazon platform.
Utilize familiar payment and financing options.
Opt for convenient pick-up or doorstep delivery.
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Alexa Integration in Next-Gen Vehicles:
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Driving into the Future
The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.
The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.
Embrace the change, and witness the evolution of auto retail unfold before your eyes.
It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.
However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.
I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”
After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.
Responsive Search Ad Customizers 101: Basic Options & Execution
Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.
First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:
Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.
For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.
Once you’ve set up the right customization options, you can start to format your RSAs with customizers.
Here’s how:
Start by typing in {
Click on Ad Customizer then select your attribute
Google will populate your attributes that are already uploaded
For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed
How to Schedule Your Ad Customizers with a Feed
Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.
Just follow this three step process:
1. Create the feed
Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.
We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.
In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.
Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.
Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.
Here’s how your sheet might look:
Now look back at the first 3 columns on your sheet. They should look like this:
Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.
Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.”
Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)
Your sheet should now look like this:
We recommend adding a date range with default text for any days you’re not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.
2. Input attributes
Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.
For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.
Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template.
Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.
3. Set up an automatic schedule
At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.
And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.
Common Challenges When Scheduling RSA Ad Customizers
When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.
Not scheduling your upload when the site changes
The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.
Skipping QA during a message change
Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.
Issues with the IMPORTRANGE function
Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.
Not sharing access of the Google template for automatic uploads
Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.
Having date range gaps in your parent sheet
Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.
Conclusion
Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention.
By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.
![How to Schedule Ad Customizers for Google RSAs [2024]](https://articles.entireweb.com/wp-content/uploads/2023/11/How-to-Schedule-Ad-Customizers-for-Google-RSAs-2024.jpg "How to Schedule Ad Customizers for Google RSAs [2024]")
