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Machine Learning and Generative AI for Marketing

You're reading from   Machine Learning and Generative AI for Marketing Take your data-driven marketing strategies to the next level using Python

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Product type Paperback
Published in Aug 2024
Publisher Packt
ISBN-13 9781835889404
Length 482 pages
Edition 1st Edition
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Authors (2):
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Nicholas C. Burtch Nicholas C. Burtch
Author Profile Icon Nicholas C. Burtch
Nicholas C. Burtch
Yoon Hyup Hwang Yoon Hyup Hwang
Author Profile Icon Yoon Hyup Hwang
Yoon Hyup Hwang
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Table of Contents (16) Chapters Close

Preface 1. The Evolution of Marketing in the AI Era and Preparing Your Toolkit FREE CHAPTER 2. Decoding Marketing Performance with KPIs 3. Unveiling the Dynamics of Marketing Success 4. Harnessing Seasonality and Trends for Strategic Planning 5. Enhancing Customer Insight with Sentiment Analysis 6. Leveraging Predictive Analytics and A/B Testing for Customer Engagement 7. Personalized Product Recommendations 8. Segmenting Customers with Machine Learning 9. Creating Compelling Content with Zero-Shot Learning 10. Enhancing Brand Presence with Few-Shot Learning and Transfer Learning 11. Micro-Targeting with Retrieval-Augmented Generation 12. The Future Landscape of AI and ML in Marketing 13. Ethics and Governance in AI-Enabled Marketing 14. Other Books You May Enjoy
15. Index

Introduction to pre-trained models and ZSL

Building on the foundations of GenAI discussed in the chapter so far, we will now introduce some core concepts related to pre-trained models and zero-shot learning (ZSL). These concepts underly how models can take vast amounts of existing data to create realistic, new outputs for scenarios that have not yet been encountered, with little to no additional training. With a focus on text data, we will discuss how contextual embeddings and semantic proximity are two key concepts that facilitate this capability. With this knowledge, you will be equipped to understand and apply these concepts in this chapter and the ones to come.

Contextual embeddings

Contextual embeddings, enabled by advancements such as the LSTM and GPT models discussed earlier, are fundamental to how large language models (LLMs) interpret and generate language. As discussed in Chapter 5, embeddings are dense vector representations of data that capture key features in...

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