Digitas Jones on Supercharged Context Beet.TV [Video]

For Digitas North America’s Megan Jones, contextual AI is unlocking a new era in which brands can engage audiences with unprecedented relevance.

Context has always been a key consideration for advertisers. But, whilst context used to be somewhat up to interpretation, AI is now supercharging marketers’ ability to understand it.

“It’s a pretty empowering moment in terms of context now being tech-enabled and really allowing our strategic folks to have that at their fingertips to start to think about what to do with all of that context, how to make better decisions about where to put messaging, where to invest media dollars,” says Jones, Chief Media Officer at Digitas North America, in this video interview with Beet.TV.

AI Brings Context to Life

Jones thinks AI is making context available “in real-time”. Whereas previously, two people reading the same text may have interpreted its context differently, machines can now crunch vast datasets. “Now you can use …