IAS Combines Machine Learning with Eye-Tracking

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International Ad Science (IAS) rolls out a solution that uses biometric data and Machine Learning and provides up to a 130% lift in conversion rates, according to the company.

HERE’S TODAY’S ACTIONABLE AI MARKETING AGENDA:

• Top News of the Day: Copyright Lawfare Heats Up: NY Times Sues OpenAI and Microsoft

• M&A News: NICE Acquires AI Customer Experience Provider LiveVox for $350M

• Today’s Top AI Marketing Trend: IAS Combines Machine Learning with Eye-Tracking

• Today’s Top Innovation: Burger King Brazil Uses Facial Recognition to ID Hangovers, Offer Discounts

• Today’s Master Marketing Tip: Jonah Sachs, co-founder and former CEO of Free Range Studios

TOP NEWS

Copyright Lawfare Heats Up: NY Times Sues OpenAI and Microsoft

In the first case of its kind involving a major media organization as plaintiff, The New York Times on Wednesday filed suit against OpenAI and Microsoft, alleging they used millions of the newspaper's articles without permission to train their generative AI platforms, ChatGPT and Copilot.

The complaint accuses OpenAI and Microsoft of taking a "free-ride” on The Times's major investments in its journalism operations, by using media company’s content as the basis for information the two tech giants regurgitate to users of their AI platforms, without attribution or financial compensation.

"There is nothing 'transformative' about using The Times's content without payment to create products that substitute for The Times and steal audiences away from it," the media company alleged in its filing with Manhattan federal court.

Authors including John Grisham, Jonathan Franzen, and Scott Turow have also sued OpenAI and Microsoft for alleged copyright violations in the Manhattan federal court, while comedian Sarah Silverman and other authors have sued OpenAI and Meta Platforms in San Francisco.

A judge dismissed most of the Silverman case in November.

M&A NEWS

NICE Acquires AI Customer Experience Provider LiveVox for $350M

NICE, the provider of a platform for improving customer experience (CX) and measuring key business metrics, has completed its $350 million acquisition of LiveVox, a company that offers AI-driven capabilities for proactive outreach and interaction with customers.

The combination of NICE’s platform called CXone with LiveVox’s AI driven capabilities will create “the market’s only interaction centric platform, the fundamental cornerstone to deliver superior AI driven CX,” according to an announcement.

NICE offers AI-powered self-service and agent-assisted CX software for contact centers. The company has a client list of over 25,000 organizations in more than 150 countries, including over 85 of the Fortune 100 companies.

“Organizations around the globe are looking to partner with us as they accelerate their CX AI journey, and we are excited to provide them with the most comprehensive platform to help fuel their success,” said Barak Eilam, CEO of NICE.

TODAY’S TOP AI MARKETING TREND

IAS Combines Machine Learning with Eye-Tracking

Integral Ad Science (IAS), a major provider of media measurement and optimization technology, is launching a new eye-tracking solution that uses machine learning to predict the effectiveness of ads.

The new offering has been deployed by the global healthcare company Sanofi, whose global digital lead Anna Kechekmadze, says the new IAS tech “is giving us insight into how attention plays a role in reducing ad fatigue, getting better inventory quality and improving media KPIs."

According to IAS, the new offering it calls “Quality Attention” uses an ML model that provides a singular view of campaign attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.

“IAS is the first company to combine one of the world's largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers,” the company said in an announcement.

IAs claims the solution provides up to a 130% lift in conversion rates when comparing high- attention impressions to low-attention impressions, with greater attention scores seeing 91% higher brand consideration and 166% higher purchase intent.

With a market cap of around $2.3 billion, IAS provides software and “enriched data” for ensuring that ads are seen by real people, while improving return on ad spend for advertisers and yield for publishers.

TODAY’S TOP INNOVATION

Burger King Brazil Uses Facial Recognition to ID Hangovers, Offer Discounts

Working with the agency DM9, Burger King ran a campaign during the holidays just ended in which it used facial recognition technology to offer discounted hamburgers to customers with hangovers in Brazil.

The companies developed an app in which customers could visit a website and upload a selfie that the app would then “playfully measure” in terms of the person’s hangover level, from one to three.

The worse the hangover, “the greater the recommended combo and the discount offered,” according to Burger King.

TODAY’S MARKETING MASTER TIP:

Jonah Sachs, storyteller, author, designer and entrepreneur, is the co-founder and former CEO of Free Range Studios, an agency with a focus on social brands and causes such as Amnesty International, Greenpeace International and Autodesk.

Sachs and his work have been featured in The New York Times, The Washington Post, CNN, FOX News, Sundance Film Festival, NPR, The Colbert Report, and in Fast Company, which named him one of the 50 most influential social innovators.

Sachs’ advice to those who would develop successful marketing campaigns?

Always remember that at the mouth of the sales funnel are more than just a collection of data points. They’re actual human beings with all the complex psychology of fear and ego, hopes and dreams that characterize the species!

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THAT’S ALL FOR TODAY, FOLKS!