Download This PaperMars’ ACE: Using AI and Behavioral Data in Ad Testing with High Correlating Sales
3 Pages Posted: 10 Oct 2023
Date Written: 2023
Abstract
Laurent Larguinat describes Mars’ ACE, a proprietary AI tool which analyzes large sets of consumer behavioral data to predict the sales effectiveness of the company’s adverts far more effectively than traditional methods.
Keywords: Artificial intelligence (AI), consumer behavior, Agile Creative Expertise (ACE), consumer packaged goods (CPG)
Suggested Citation: Suggested Citation
Larguinat, Laurent, Mars’ ACE: Using AI and Behavioral Data in Ad Testing with High Correlating Sales (2023). Management and Business Review, Vol. 3, No. 1 & 2, Winter and Spring 2023, Available at SSRN: https://ssrn.com/abstract=4597310
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