Contextual advertising versus personalized advertising – how do they differ and what are the ethical issues to consider when using the strategies? Johanna Björklund from Umeå University and Fredrik Lundberg from iMatrics guided us through the jungle of online marketing and how to use AI when preparing your ads!

Today, personalized advertising is the most common and used marketing strategy out there, bringing the most effect and bang for the buck. However, there are some negative effects to be aware of when using this, especially when AI is applied:

“For example, by tailoring ads specifically to men and women, relying on existing societal norms, there’s a risk of widening the gap between different demographic groups. This is especially dicey when we let AI analyze the data to target ads at specific individuals”, says Johanna Björklund in her talk.

By working with contextual marketing, advertisements are placed in the right scenario rather than directed towards specific people. Within contextual marketing, advertisers can leverage computer vision technology, for example to analyze the background of videos or images. This enables a more nuanced comprehension of the context, facilitating the creation of more informed and relevant marketing. 

From the left: Fredrik Lundberg, Johanna Björklund, Aaron Marshall, Sara Karlsson and Felicia Lai Jakobsson.

Death of the cookie

Predictions say that the death of the cookie is here and instead walled gardens is the next buzzword to look out for. This is where global advertising giants stand alone as owners of all the cookie data. This will force the “tracking-down-system” to develop, since smaller players will be dependent to companies like Meta and Google. 

Fredrik Lundberg, Head of Marketing at iMatrics.

A source of efficiency 

Fredrik Lundberg, Head of Marketing at iMatrics gave us an insight into their work with AI in publishing and marketing and how they auto-tag news articles. By smartly using metadata, they can contribute to editorial efficiency, saving up to 115 000 work hours for a publisher, and letting the journalist do other more valuable work rather than tagging articles.

The audience also got the opportunity to prompt blog posts and social media posts by using Chat GPT. Puppetry and HeyGen are other examples of generating video with AI, seamlessly translating languages into another without necessitating the creation of new film footage.

“Today’s presenters provided concrete examples of when AI can support marketing and explained the underlying technology in an educational manner. Together with an engaged audience, we had a fantastic morning filled with both learning, discussion, and inspiration!” says Felicia Lai Jakobsson, Process Manager at Visual Sweden, who co-hosted the event along with AI Sweden.


Watch the event here again: