What makes a team successful? That was the question that guided the Aristotle Project, an extensive Google research that revealed a key factor for high performance: psychological safety.
More than individual talent or advanced tools, the difference lay in collaboration and trust among team members. Interestingly, this principle can also be applied to digital advertising, where artificial intelligence (AI) and programmatic media are transforming the way brands communicate with the audience.
A recent example of this revolution is Google's Search Generative Experience (SGE), which uses generative AI to directly answer users' questions in search results, reducing the need to click on external websites.
Another similar initiative is Microsoft Copilot, integrated with Bing, which also provides detailed AI-based responses, impacting how users access information and interact with journalistic content.
In this new scenario, digital advertising needs to balance automation and human strategy to ensure relevant and effective campaigns. Just like in the Aristotle Project, where technology alone was not enough to guarantee success, in programmatic media the true impact occurs when algorithms work in harmony with the creativity and critical eye of communication and audience specialists.
According to Riadis Dornelles, from PremiumAds, a company specializing in digital audience and monetization, programmatic media functions as a dynamic and instant auction.
"In a matter of milliseconds, technology decides where an ad should appear to maximize its impact, ensuring greater efficiency in advertising campaigns. But it is essential to conduct a prior curation of the impacted portals to ensure that the channel qualification is 100% guaranteed," he explains.
According to the CEO of PremiumAds, AI algorithms do not have editorial judgment in the same way a human editor does. They operate based on patterns and data, which can lead to automated decisions that are not always aligned with human qualitative criteria.
Algorithms analyze user behavior, interests, and browsing patterns to deliver personalized ads, making the advertising experience more relevant and effective. This model allows campaigns to consider not only demographic aspects but also contextual and emotional factors.
"However, it is essential to emphasize that, just as an editor is responsible for the quality of a newspaper, a programmatic media specialist acts as a curator, ensuring that the advertising space is relevant and safe," emphasizes Dornelles.
He emphasizes that, just as a healthy work environment requires human supervision to maintain the team's psychological safety, programmatic media also needs the attentive eye of professionals to ensure that technology is used in a strategic and responsible manner.
Recently, in a webinar promoted by PremiumAds, the guests were addressed about the use of artificial intelligence.Maurício Louro, journalist and specialist in traffic generation and digital presence, highlighted that "the use of AI can be extremely beneficial for content production, as long as it is done with criteria and responsibility. There is no problem in using it, but attention must be paid to the type of content it will be used for. This is something that should already be part of the routine in newsrooms."
Furthermore, Google is increasingly attentive to the balance between technology and authenticity. Excessive AI-generated content without human curation can lead to penalties, which reinforces the need for careful editorial oversight. "AI cannot replace the human touch in storytelling, as it is this element that ensures differentiation and positioning in search engines," added Eduardo Mansell, partner at GE Sports & News and director of Luneta Digital, a company that transforms digital content into business opportunities.
"In the near future – increasingly close – of programmatic media, the competitive advantage will lie in the ability to combine technology, human behavior, and creativity, ensuring that advertising becomes increasingly personalized, strategic, and humanized," concludes Riadis.
