ORLANDO — The future of advertising lies in artificial intelligence and its possibilities, says Yin Woon Rani, VP Marketing at Campbell Soup Company in this interview with Beet.TV. The marketer launched its first AI-powered ad with Weather Company and is bullish on this new ad form.

“You can speak to the ad and it gives you customized solutions. We believe that will be the future of ads,” she tells us. “We expect all ads will be more engaging and personalized.”

Interestingly, this type of ad is both innovative and also traditional in that it leans on something Campbell’s has done for years — provide recipes. “This is just the next iteration,” Rani says. The ads appear in-app, on desktop and on mobile screens. They are weather-trigged and contextual, she adds.

Campbell’s is also experimenting with addressability and is making strides in performance and measurement with lookalike audiences that match to TV inventory.

We interviewed Rani at the ANA Masters of Marketing annual meeting in Orlando. This video is part of a series produced at the conference. Beet’s coverage is sponsored by Cadent. For more videos from the series,please visit this page.