Cognitiv Debuts Dynamic Profiles

Consumer behavior specialist Cognitiv has announced AI Personas, which uses real-time consumer behavior data to create dynamic audience profiles, helping users to continually optimize their targeting.

The firm was founded in 2015, and uses AI and data science to predict consumer behavior and understand nuances. The firm makes use of deep learning and large language models to provide advertisers with insights it says are not available via traditional static segments.

The new AI Personas evolve continuously with consumer behavior, built from each brand's unique first-party data. Cognitiv says advertiser clients gain a holistic understanding of their consumers, with AI helping to validate existing strategies while illuminating blind spots across display, social and other channels. Users can track the relationship between campaign lift and changes in audience engagement over time, in order to refine creative messaging and optimize campaign optimization.

Company President Eric Danetz (pictured) comments: 'With over a decade of deep learning innovation and a commitment to delivering meaningful audience experiences, Cognitiv has once again unlocked a more intelligent and precise way for brands to connect with customers,. AI Personas for the first time gives brands unparalleled insight into who their customers truly are, not just who they appear to be based on static segments. This dynamic view of audiences provides an alternative to costly and imprecise sentiment surveys, with a more accurate way to reach existing customers and discover new ones.'

AI Personas can also be used to reach audiences through the firm's advanced contextual targeting solution, Context GPT.

Web site: www.cognitiv.ai .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.