CANNES — Artificial intelligence technology will significantly upgrade the ways in which marketers can develop models that find the right consumers online, according to a Nielsen executive currently rolling out the technology across Europe.

Nielsen added Nielsen AI to Nielsen Marketing Cloud in April, bringing machine learning that optimizes audiences based on consumer behaviour.

But the key, according to Nielsen Marketing Cloud Europe MD Matt Bennathan, is to be quick.

“For the first time, we’re able to adapt and learn through machine learning and artificial intelligence model inputs,” he tells Beet.TV in this video interview.

“As opposed to building a model which identifies (and) ranks and produces a scorecard to better target, then dynamically users fall in to and out of that targeting scorecard, we’re actually able to use conversion level inputs, engagement level inputs to fine-tune and optimise, in real-time, that model scorecard in the first place.

“The differentiator is doing that in real-time, which wasn’t possible before. It’s vital that you’re using data inputs in real-time – everything’s happening so fast.”

With Nielsen AI, data including consumer motivations, interests and actions comes from companies’ customer data stores, including ecommerce purchases, website visits or Nielsen’s own data. After the number-crunching, marketers can change their messaging.

Bennathan says Nielsen is helping deploy the tools in the UK, France, Germany, Italy, Spain, Hong Kong and Singapore.