DailyMotion has been using machine learning for more than a decade to recognise patterns and optimise towards media KPIs using the vast amounts of data it has access to. But machine learning can be “pretty dumb” at times says Paolo Mulè, SVP of Global Clients & Strategic Partnerships at Dailymotion: it is very good at optimising towards a specific media KPI, but that KPI doesn’t necessarily align perfectly with business outcomes.
That’s where modern AI and LLMs come into play says Mulè, allowing a level of judgement to be applied to the patterns identified by machine learning. In this interview, Mulè outlines Dailymotion Advertising’s approach to AI, and discusses how he’s seeing brands using AI at the moment. Filmed in Cannes.
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