Unleashing the Power of Machine Learning: How Momentum Revolutionizes the Experiential Landscape

Momentum Worldwide, a part of Interpublic Group (IPG), is leveraging artificial intelligence (AI) and machine learning (ML) to enhance personalized experiences and measure their effectiveness for clients. The agency has successfully obtained three patents in ML-driven management and activation of experiences, making it the first agency in its field to do so. Major companies like Coca-Cola and Walmart have already tested and endorsed these solutions. According to Elena Klau, Chief Strategy and Product Officer at Momentum Worldwide, these capabilities enable brands to connect the dots between their various experiences, marking a significant turning point as the technology and data investments from previous years are now being put into action for clients.

Momentum is introducing upgrades to its business intelligence products to adapt to the increasing complexity and multichannel nature of experiential marketing. Marketers are now required to be more strategic in their budgeting and planning. In addition to incorporating digital and mobile elements that are now expected in a smartphone-first world, experiential campaigns are also increasingly utilizing generative AI. This was evident in a recent promotion by Coke, where visitors at music festivals were able to create their own original tracks, album covers, and videos with the assistance of ChatGPT and other AI software. Jason Alan Snyder, the global chief technology officer at Momentum Worldwide, emphasized the importance of connecting augmented reality, mixed reality, virtual reality, and developments in the Web3 space in modern marketing. To enable this, Momentum has developed a methodology, tool, and system, which are embodied in these three patents.

Snyder stated that Momentum's primary goal is to enhance personalization and accuracy in branded events such as Coke Studio. Furthermore, these patents are anticipated to offer better insights into how physical experiences impact sales, which has long intrigued CMOs who aim to demonstrate the effectiveness of their creative strategies in driving tangible outcomes.

"The ultimate goal, so to speak, in experiential marketing is the ability to determine its value. We want to understand the return on investment if we implement these initiatives," Snyder explained. "It doesn't work in the same way as traditional media."

Staying ahead of the curve

In 2016, Momentum began to seriously explore the possibilities of AI and ML applications. A year later, the company initiated patent filings, which predated the popularization of AI through ChatGPT. Prior to this, the group had already utilized IBM's Watson to expand its services and establish a presence in the AI industry. Currently, Momentum is forging partnerships with Acxiom, its sister agency, and other third-party companies such as Palantir, Google, and Microsoft.

The three patents work together as a system known as MLIUI, which stands for Multidimensional Machine Learning Data and User Interface Segment Tagging Engine Apparatuses, Methods, and Systems. MLIUI is not a standalone product, but it enhances the existing solutions offered by Momentum under its Total Brand Experience. In addition to the investment in MLIUI, IPG has also made investments in quantum computing through their partnership with D-Wave. This allows for faster solutions to data-intensive problems.

MLIUI focuses on five key areas for experiential marketers. These areas include gathering data from various sources, processing the information, identifying patterns in the data, creating predictive models, and adapting in real-time. This process is likened to watching a "multi-layered movie," where brands need to keep track of different plots and characters and understand how they relate to one another. This helps brands to gain a comprehensive understanding of broader market trends and behaviors.

"[MLIUI] examines and comprehends the interaction between different data sources and features, offering a comprehensive and multi-dimensional perspective on the market and consumer behavior. This enables our clients and brands to develop marketing strategies that are not only responsive to current trends but also capable of predicting future behaviors," Snyder explained.

Although Snyder couldn't provide specific details on the results of the initial experiments with MLIUI, he expressed that the brand's response has been favorable. Looking ahead, Snyder shares the same aspirations for the technology as many do for AI: That it will eventually replicate the human touch more closely.

"We desired a machine capable of emulating the cognitive abilities of a human analyst, thereby offering not only factual data but also profound interpretations and revelations," Snyder expressed. "Not solely informing you about the impending rain, which is mere data, but elucidating the underlying reasons behind it."