MIAMI – Artificial intelligence and deep learning are radically transforming how advertising strategies are developed, measured, and executed—but the human element remains central to success, said Salom Berlin, vice president and media director at Interpublic Group’s Mediahub Worldwide.
In a recent interview, Berlin described how deep learning has evolved from a back-end optimization tool into a core driver of personalization, prediction and performance at scale.
“We’re seeing a shift from rule-based approaches to self-learning systems,” she said in this interview with Beet.TV contributor David Kaplan at the Possible conference. “These algorithms adapt in real time based on evolving data patterns, allowing us to go beyond simply comparing Strategy A to Strategy B — we can now understand why a strategy works and replicate that success elsewhere.”
Dynamic creative optimization
At the center of this transformation is deep learning’s role in powering hyper-personalized advertising. According to Berlin, dynamic creative optimization (DCO) is no longer just a buzzword — it’s a scalable engine for delivering individualized content that resonates.
“The DNA of what we do is now embedded in precision delivery,” she said. “It’s something traditional methods simply can’t replicate.”
Measurement is another area undergoing a significant AI-driven shift. Berlin noted the growing importance of predictive metrics, such as projected return on ad spend (ROAS) and predicted customer lifetime value.
“Embedding these indicators into bid strategies allows brands to optimize toward long-term revenue, not just short-term engagement,” she said. While traditional metrics like clicks and impressions still have their place, predictive analytics are giving brands a clearer picture of future growth.
AI as a copilot
Yet despite the automation of many executional tasks — targeting, bidding, tagging, trafficking — Berlin said AI is best viewed as a collaborator, not a replacement.
“AI is a copilot. It frees up time so we can focus on more creative, strategic thinking,” she said. “It’s about augmenting our work, not removing the human touch.”
That mindset also extends to the management of first-party data. Berlin sees the future not just in collecting consented user data, but in using AI to activate it more intelligently.
“There’s going to be a push for AI-driven first-party data—using CRM, app interactions, and more to uncover growth-driving segments,” she said.
Berlin encouraged advertisers to lean into these evolving capabilities, especially DCO. She sees it as an “easy win for the future” and urged brands to begin building modular content libraries — such as video clips, product benefits and headlines — that AI tools can remix in real time to match user preferences.
While automation is becoming table stakes, Berlin said strategic planning, goal-setting, and interpreting success will remain firmly in human hands.
“It’s not about removing people from the process,” she said. “It’s about giving humans the time and tools to create better experiences — for clients and for consumers.”
As the advertising world grows increasingly data-driven and personalized, Berlin’s message is clear: the future belongs to marketers who embrace AI while staying rooted in human insight.
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