Switching to AI – with what effect?
In recent years, Attention Media has successfully used traditional personas in various performance campaigns for electronics products. For a winter 2023/24 campaign, Attention Media used a variant created by artificial intelligence alongside traditional personas in marketing for the first time:
SYNTHIA. Expectations for the AI persona were high.
The cognitive interest
The persona “SYNTHIA” was created with the goal of gaining a better understanding of the exact reasons why our customer purchases electronic products.
In addition, the company hoped to gain deeper insights into the personality of the customer segment in order to be able to optimally control communication via display and video ads.
OCEAN model as a psychological foundation
For the persona SYNTHIA, the AI collected, cleaned, and analyzed 17.6 million data points. SYNTHIA represents 14% of these, or 2,460,000 data points. From these, personality traits for SYNTHIA were derived based on the “OCEAN Model” and ultimately provided recommendations for the design and targeting of the advertising materials. (More information on OCEAN can be found here: Wikipedia, Big Five personality traits).
