AI (or machine learning) is here and taking a lot of markets by storm — and it’s not stopping at the advertising industry. Today, AI is writing ads, creating them and testing their efficacy.

However, there are a few lesser-known ways you can leverage machine learning in your ads. Founder Hamid Ghanadan suggests using it to understand behavior patterns. He told Forbes:

“Machine learning can be an excellent way to identify causes of behavior change. Most ML ad tools can optimize ads based on data at hand. But if we train the algorithms based on specific behavior-based variables, we can understand more about why some ads work better, we can use these behavior traits to create multiplicative results. We recently experimented with calls to action and improved fourfold.”

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