What makes a team successful? That was the question that guided the Aristotle Project, an extensive Google research that revealed a key factor for high performance: psychological safety.
More than individual talent or advanced tools, the differential was in the collaboration and trust among the team members. Curiously, this principle can also be applied to digital advertising, where artificial intelligence (AI) and programmatic media are transforming the way brands communicate with the public
A recent example of this revolution is the Search Generative Experience (SGE), do Google, that uses generative AI to directly answer users' questions in search results, reducing the need for clicks on external sites.
Another similar initiative is Microsoft Copilot, integrated with Bing, that also provides detailed answers based on AI, impacting the way users access information and interact with journalistic content
In this new scenario, digital advertising needs to balance automation and human strategy to ensure relevant and effective campaigns. Just like in the Aristotle Project, where technology alone was not enough to ensure success, in programmatic media the true impact occurs when algorithms work in harmony with the creativity and critical eye of communication and audience specialists
According to Riadis Dornelles, from PremiumAds, company specializing in audience and digital monetization, programmatic media works like a dynamic and instant auction.
"In a matter of milliseconds", the technology decides where an ad should appear to maximize its impact, ensuring greater efficiency in advertising campaigns. But it is essential that a prior curation of the impacted portals is carried out, so that the qualification of the channels is 100% guaranteed, explain
According to the CEO of PremiumAds, AI algorithms do not have editorial judgment in the same way that a human editor does. They operate based on patterns and data, what can lead to automated decisions not always aligned with human qualitative criteria
The algorithms analyze user behavior, your interests and browsing patterns to provide personalized ads, making the advertising experience more relevant and effective. This model allows campaigns to consider not only demographic aspects, but also contextual and emotional factors
However, it is essential to emphasize that, just as an editor is responsible for the quality of a newspaper, a programmatic media specialist acts as a curator, ensuring that the advertising space is relevant and safe, highlights Dornelles
He highlights that, just as a healthy work environment requires human supervision to maintain the psychological safety of the team, programmatic media also needs the careful attention of professionals to ensure that technology is used in a strategic and responsible manner
Recently in a webinar hosted by PremiumAds, the guests were approached about the use of artificial intelligence.Maurício Louro,journalist and specialist in traffic generation and digital presence highlighted that "the use of AI can be extremely beneficial for content production, as long as it is done with criteria and responsibility. There are no problems in using, but it is necessary to pay attention to what type of content it will be used for. This is something that should already be part of the routine of the newsrooms
Furthermore, Google is increasingly attentive to the balance between technology and authenticity. The excess of AI-generated content without human curation can result in penalties, what reinforces the need for a careful editorial eye. AI cannot replace the human touch in storytelling, because it is this element that ensures differentiation and positioning in search engines, added Eduardo Mansell,partner at GE Sports & News and director of Luneta Digital, company that transforms digital content into business opportunities
In the future – increasingly closer – of programmatic media, the competitive differential will be in the ability to unite technology, human behavior and creativity, ensuring that advertising is increasingly personalized, strategic and humanized, finalizes Riadis
