“ One of the key areas we see AI being of value to our affiliate business is in positioning partner offers ” to lazy work . Considering the significance of content in affiliate businesses , we would never publish copy that was evidently AI-generated .
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INSIGHT
One of the key areas where we see AI being of value to our affiliate business is in positioning partner offers . We have built our own algorithm to assess exactly what position different partners should have on different pages to drive the most value for both parties . However , adding an AI component has meant it can evaluate many more data points , allowing our algorithm to develop further and be more effective .
At this stage , we wouldn ’ t use an AI model alone to make our page ordering decisions as we are still learning and developing our knowledge of what works . However , by comparing the outcome of the model with our knowledge , and by then tweaking and modifying it each time , it is gradually requiring less and less human intervention .
We also see the potential for AI to be useful when it comes to personalising offers to improve our player targeting . As a business , we are now getting a vast amount of data from various different sources , including traditional marketing sources , Facebook , Google Ads and interactions on our websites .
The purpose of capturing all that data is so that we can personalise our targeting . AI is helping us fast-track our analysis of that data without having 100 analysts on hand . This means we can very quickly present the most appropriate offers to players who have only recently interacted with our sites .
At QiH , we have already benefited from an uplift in the business based on the way AI is helping us with our data analysis . We ’ ve seen a 30 % growth in revenue due to our improved decision-making on positioning the right offers to ensure our traffic is matched up with the right journeys . On the back of this we have also seen a 15 % -20% uplift in retention due to improved player targeting .
Andrew Lee , group operations director at QIH Group
GETTING CREATIVE WITH CONTENT
Content is the other obvious area where AI has potential . We ’ ve found that an initial draft of something like an article or email that would ordinarily take someone several hours to write can be produced much more quickly using AI tools . However , we still require human intervention to refine the final product .
Internally we ’ ve developed processes that we see as having the balance right between utilising AI and making sure content always appears to be human .
However , one learning for us has been that you need to be cautious about external suppliers . We ’ ve had freelance writers deliver copy that has clearly been generated by AI . This highlights one of the negatives of AI , that it can sometimes lead
“ One of the key areas we see AI being of value to our affiliate business is in positioning partner offers ” to lazy work . Considering the significance of content in affiliate businesses , we would never publish copy that was evidently AI-generated .
We ’ ve also seen significant benefits with images . Previously our creative team would sometimes spend a couple of hours looking for quality images , but AI tools can often cut this down to 20 minutes .
Alongside this AI is proving beneficial when it comes to altering images , although this is one area where we ’ ve also seen some comical results . For example , someone asked an AI tool to change one of the team ’ s headshots so that he was wearing a suit and tie , but he ended up looking like someone who had walked straight out of the 60s !
BROADER USES
While data and content are the most obvious areas where we have seen early results , we are also looking at how we could use AI in areas such as HR , finance and compliance .
Compliance requirements are a key focus for us – we need to stay on top of T & Cs for offers we ’ re promoting from our partners , for example . We have been
84 • ISSUE 94 • iGB AFFILIATE LONDON 2024