Industry leaders risk falling into the trap of leveraging artificial intelligence to automate existing complexity rather than using it to simplify and extract clearer signals from increasingly noisy media landscapes.
“One thing I’m hoping is that we don’t fall in the trap of leveraging AI in a way to automate the complexity,” Nicolas Bidon, CEO of Ogury, told Beet.TV contributor David Kaplan. “What we’re trying to do at Ogury is to leverage AI to simplify and extract more signals from a very noisy media landscape.”
Bidon joined Ogury to address audience planning and activation challenges he encountered during his tenure at WPP working with global brands including Nestle, Coca-Cola, Google, and Ford.
What a ‘Persona Intelligence Engine’ does
Ogury’s Persona Intelligence Engine addresses consistent audience planning and activation across multiple channels despite industry fragmentation and signal loss between media environments.
“I saw they had this amazing asset called the Persona Intelligence Engine, which was built for a cookieless world and tried to tackle that particular issue,” Bidon said.
The engine combines Ogury’s proprietary data with customer information and strategic partnerships including Mastercard to build data models that fuel audience planning and activation frameworks across channels.
Framework beyond targeting
The Persona Intelligence Engine operates as broader framework than targeting solution, helping brands define audiences that deliver growth based on specific objectives while bridging strategic planning and activation across retail media, connected TV, and other environments.
“It’s really aimed to help the brands define the audience that matter most to deliver growth to them based on specific objectives they may have,” Bidon said. “We can use it to bridge the gap between strategic planning and activation across all these different environments.”
Simplicity over complexity
Rather than over-relying on deterministic ID solutions or AI hype throughout the value chain, brands should focus on fundamental consumer understanding to identify growth-driving audiences.
“Rather than being over-reliant on specific deterministic ID solutions or just falling for the hype of AI everywhere in that value chain, really thinking through, starting with the consumers,” Bidon said. “Which type of consumers, which type of audiences are likely to drive growth for my brand, and then working with partners that can help them consistently find those audiences across as many places as these audiences find themselves today.”
Cutting through fragmentation
Bidon’s primary goal involves helping customers overcome media investment fragmentation while gaining certainty that audience frameworks and strategies deliver appropriate brand outcomes across all consumer touchpoints.
“I’d love for our customers to feel that by working with us, they’re able to really cut through the fragmentation that currently exists across their media investments,” Bidon said. “We really want to bring this sort of brand outcome focus to all of the screens that their consumers find themselves in front of.”
This includes simplifying and providing certainty for branding and brand performance activities that often represent less measurable marketing plan components.
“How do we bring simplicity and certainty into that framework of audience activation and strategic planning,” Bidon said. “It’s not an easy problem to solve, but that’s the one we decided to tackle at Ogury and where we feel we’re well armed to support brands in that journey.”
