Creative AI : a data-driven design approach for creative online ad optimisation using artificial intelligence and big data
Han Phay · 2019
This thesis aims to identify how present day advertising agencies can compete in an increasingly disruptive technology-driven future. By investigating the early history of advertising and the subsequent modern evolution of advertising technology, it is determined that a new way of creative advertising should evolve with the times. Through the integration of Artificial Intelligence and Big Data with current industry processes, a new kind of advertising agency will emerge that is run like a tech company. Using Big Data to inform creative design and Artificial Intelligence to identify patterns, predictive analysis can be applied to creative online banner ads for the purpose of increasing user engagement through higher click-through rates. This new methodology of data-driven design increases productivity for ad agencies, whilst increasing returns-on-ad-spend for clients.