Machine learning, a subset of Artificial Intelligence (AI), is the area of computer science concerned with enabling systems to ‘learn’ without being specifically programmed.
We already use elements of machine learning to deliver efficiency and effectiveness in our Paid Search implementation. It allows us to use our human-time for strategy and let the machines help us out with clicking buttons.
We’re also incorporating machine learning into our reporting tools, to deliver more accurate data in real-time. This empowers our insight-led approach to everything we do. The future is bright.