Thought Leaders in Artificial Intelligence: Adgorithms CEO Or Shani (Part 2)

Sramana Mitra: Tell me a bit about what kind of customers you are working with. Take us through a few use cases of how your technology is being leveraged by our clients.

Or Shani: We have clients in every size, shape, form, and language. Some are big Fortune 500-type companies and some others are small. We solve the complexities of digital marketing. Today, if you want to do marketing, you need to master email. You need to master search, social, video, etc. It all becomes very complex.

Facebook, for instance, might change a bunch of things at any given moment and it becomes extremely difficult for marketers to stay on top of this and everything else. Through Albert, they can easily run campaigns without needing any marketing knowledge whatsoever. All they need to do is say, “This is my business goal. This is my budget. This is what I want to achieve in this campaign. This is my creative.” Everything else is handled by Albert.

Essentially, Albert builds the campaign and learns from its mistakes. There are two main things we do for the client. We like to say that we turn our clients into Amazon in a few minutes. This is huge for a company that doesn’t have the resources to run marketing. Amazon invested years and years to build out their sophisticated marketing platform. We do for businesses what Amazon did for themselves over several years in a matter of minutes. We’re levelling the playing field for them in that respect.

The second thing we do is take care of unimaginable complexities within the business. Sometimes, businesses can do the marketing themselves. They have their Google advertising guy, their Facebook advertising guy, and a bunch of email marketing guys. They have everything, but their actual business is still too complex. I cannot mention names but we have clients who have enormous number of products that change by the day or by the hour. It’s very hard for the human marketing team to keep up with everything. Their solution up until now was to create mediocre jobs.

You can’t blame them. If you and I were part of the team, we would probably do the same. They’re trying to control so many variables but don’t know how. So they end up aggregating everything. It turns out that after a while, they either lose sight the big picture or they don’t get to the ROI they want – or both. We break through this complexity behind the scenes, integrate with their internal system, and make the marketing play along automatically.

Sramana Mitra: Let me probe a little bit here so that I can also throw my questions and the readers can understand what you’re doing. If I understood you correctly, you’re essentially automating and optimizing multi-channel online marketing for your clients, and you’re basically offering your clients far superior online marketing capabilities because you’re doing it algorithmically. Given the level of complexity involved today, humans cannot do that great a job of any of these as algorithms would do. Am I with you so far?

Or Shani: Yes.

Sramana Mitra: I agree with you. I think all of us who are marketing manually today are doing a mediocre job just because there is no way we can optimize that many variables manually. I’m completely with you on that.

This segment is part 2 in the series : Thought Leaders in Artificial Intelligence: Adgorithms CEO Or Shani
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