“It’s not like it’s replacing someone’s physical task,” Corteville said about the AI. “It’s making something being done faster and more efficiently.”
More importantly, it’s giving Lenovo insights it can utilize immediately.
“To take that knowledge and further extend that into targeting, to be able to follow up with brand lift studies and some of the other things that we’re talking about with the Samba team, that’s super interesting to us,” Corteville said. “It allows us to not only measure that overall exposure but then action it as well.”
Navin told Adweek that Samba TV has been investing in R&D for generative AI and machine language-based analysis of video for more than a decade, and the connected TV technology will only grow from here.
Beyond learning things like the composition of audiences and the correct frequency of brand exposure, Navin said an advantage of the tech is connecting the data to lower-funnel outcomes.
“That’s really the holy grail for a lot of marketers is to be able to lean into this question of ROI. Can we actually connect brand exposure to engagement and sales?” Navin said. “And we now have the workbench, the data infrastructure, to be able to connect all of these things together.”
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