Martin Adams on search data
From How can AI influence content marketing and creative decisions? Martin Adams ·
“Search data is amazing — it shows specific intent at a specific point and is ideal for driving e‑commerce. But if you're trying to be relevant and part of the cultural lives of your audiences, you need something else: you need to be able to see the world through their eyes.”
On , Martin Adams, Cofounder at Codec, spoke about search data during How can AI influence content marketing and creative decisions? Martin Adams.
About Martin Adams
In November 2017, Martin Adams, co-founder and CEO of Codec, spoke at the ADV Future of Media conference in Moscow about the role of artificial intelligence in content marketing and creative decisions. He described Codec as a subscription platform that provides intelligence to brands and agencies, telling them "exactly what content marketing their audiences want them to make before they have to guess, before they have to make it." Adams argued that traditional advertising is no longer sufficient and that brands must "think and act like a publisher." He stated that AI helps "put audiences first" by understanding what they want, allowing branded content to be "pulled in by what the audience wants rather than traditional advertising." Adams cited a case study involving Eve mattresses, where Codec's analysis of audience interactions with third-party content led to a creative rebrief. He said the company "doubled their revenue in 30 days and tripled brand awareness from 13 to 41." He emphasized that AI is not about replacing human creativity, stating, "This is not about taking oxygen out of the air for creative people — this is not 'content by numbers.'" He concluded that while search data is useful for e-commerce, understanding audiences through their content interactions is essential for brands aiming to be "part of the cultural lives of their audiences."