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The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning
Marketers are harnessing the enormous power of AI to drive unprecedented results The world of marketing is undergoing major change. Sophisticated algorithms can test billions of marketing messages and measure results, and shift the weight of campaigns—all in real time. What’s next? A complete transformation of marketing as we know it, where machines themselves design and implement customized advertising tactics at virtually every point of digital contact.The Invisible Brand provides an in-depth exploration of the risks and rewards of this epochal shift—while delivering the information and insight you need to stay ahead of the game. Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You’ll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers’ buying decisions. You’ll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines and digital advertising. And you’ll find unmatched insight into how to harness the power of artificial intelligence for maximum results.As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best. Whether you are a marketing executive or concerned citizen, The Invisible Brand provides everything you need to understand how brands are harnessing the extraordinary amounts of data at their disposal—and capitalizing on it with AI.
- GenresBusiness
286 pages, Kindle Edition
Published May 24, 2019
14 people are currently reading
135 people want to read
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Displaying 1 - 7 of 7 reviews
April 26, 2025
The Other Side of the Content/Media Provider Coin - Wanting to find out more about digital advertising and AI, I searched and came up with this title that seemed most apropos. I had read Rufi’s “Margo’s Got Money Troubles” where one of the characters happens to be working in this field. My concomitant reading also entailed Smith & Telang’s “Streaming, Sharing, Stealing” about technologies’ influence in the entertainment industry (see my reviews of both books). Thus, my search to illuminate such effects as I pondered Margo and her son watching Sesame Street on her laptop. While “The Invisible Brand” offers much about the other side of the” content and media provider coin” so to speak, it left me wondering how all these new developments might be channeled for the greater good.
More particularly, the book’s content included Acknowledgements, an Introduction and ten chapters in 2 Parts. Namely, there is Part I Emergence (1-5): (1) The Invisible Brand Takes Over, (2) The Roots of the Invisible Brand in Digital Advertising, (3) Persuasion Equations, (4) Infinite Data from Smarter Things, and (5) Beyond the Turing Test. Then comes Part II Synthesis (6-10): (6) Marketing with Psychotechnology. (7) Nature versus Nurture versus Neural Networks, (8) The Algorithmic Economy, (9) Privacy, Propaganda, and Politics, and (10) The God Algorithm. In addition, a Conclusion, Author’s Note, Notes, and Index are also included.
Parts that stood out for me were those that gave an overview about how the invisible brand “works” and makes use of AI and other digital tools. For instance, author Ammerman puts the matter succinctly early on (pg. 16) stating that “The world of marketing and advertising, in particular, is being permanently transformed by automation, Big Data, and machine learning, and the race is on to find more and more effective means of manipulating human behaviors.” A little later (pg. 18), he begins to get more specific saying that “With the emergence of voice user interfaces (VUI), our AI agents speak to us on behalf of a multitude of hidden interests, determined to persuade us, change what we think, and alter our behavior.” As the narrative continues (pg. 39) it elaborates that “ . . .the industry is able to offer advertisers the opportunity to automate the process of delivering ads to select target audiences” and (pg. 41) that “Algorithms manage pricing and fulfillment in real time . . . [where] Publishers, advertisers, and consumers become components in a massive ad fulfillment machine.” While the book appeared in 2019, it touts (pg. 53) that “AI is already helping optimize targeting, images, messages, and the method of delivery for every type of marketing message imaginable.” In addition, the author describes (pg. 61) how that advertisers can use these capabilities so that for each of us they have “ . . . our own unique ‘persuasion profile’ that someone can use to influence and motivate us in different ways.”
Such remarks bring to mind books such as the McLuhans’ "Theories of Communication" that treats the ancient art of rhetoric and persuasion as well as Wilson’s “The Age of Invisible Machines” which discusses how voice interfaces will become extensively utilized (see my reviews). Moreover, along these lines, Ammerman opines (pg. 137-38) that “AI is becoming a default go-to that consumers will use to navigate the dizzying array of options they can choose from online . . . ‘Consumers allegiance will shift from trusted brands to a trusted AI assistant’ . . . [and] brands will need to redirect their focus from trying to develop direct relationships with customers to developing ways to optimize their positions with digital assistants.”
Drawbacks include that while the book does mention cautions and possible benefits from these tools, it does not make its humanistic applications clear enough for me. For example, Ammerman (p. 162) points out that “. . . [an] important ethical question is how AI tools like Alexa will affect the development of young children.” He goes on to discuss ways the “psychotechnology,” as he calls it, will likely be applied to create “personalized learning” for kids and others as there are a number of different learning preferences and styles. He even mentions the potential for such approaches in Eldercare. But alas, at least in my view, I had hoped for more regarding how AI and advertising could be used to constructive ends for people.
Even with my desire for more regarding more enlightened uses, I found the book informative and concurring with the author’s ultimate advice. Like he states near the end of the text (pg. 234), all of us “[a]s consumers and citizens . . . must inform ourselves and be aware of the opportunities as well as the dangers ahead. . . . We must retain the ability think for ourselves and emerge into the sunlight where we can see the Invisible Brand.”
More particularly, the book’s content included Acknowledgements, an Introduction and ten chapters in 2 Parts. Namely, there is Part I Emergence (1-5): (1) The Invisible Brand Takes Over, (2) The Roots of the Invisible Brand in Digital Advertising, (3) Persuasion Equations, (4) Infinite Data from Smarter Things, and (5) Beyond the Turing Test. Then comes Part II Synthesis (6-10): (6) Marketing with Psychotechnology. (7) Nature versus Nurture versus Neural Networks, (8) The Algorithmic Economy, (9) Privacy, Propaganda, and Politics, and (10) The God Algorithm. In addition, a Conclusion, Author’s Note, Notes, and Index are also included.
Parts that stood out for me were those that gave an overview about how the invisible brand “works” and makes use of AI and other digital tools. For instance, author Ammerman puts the matter succinctly early on (pg. 16) stating that “The world of marketing and advertising, in particular, is being permanently transformed by automation, Big Data, and machine learning, and the race is on to find more and more effective means of manipulating human behaviors.” A little later (pg. 18), he begins to get more specific saying that “With the emergence of voice user interfaces (VUI), our AI agents speak to us on behalf of a multitude of hidden interests, determined to persuade us, change what we think, and alter our behavior.” As the narrative continues (pg. 39) it elaborates that “ . . .the industry is able to offer advertisers the opportunity to automate the process of delivering ads to select target audiences” and (pg. 41) that “Algorithms manage pricing and fulfillment in real time . . . [where] Publishers, advertisers, and consumers become components in a massive ad fulfillment machine.” While the book appeared in 2019, it touts (pg. 53) that “AI is already helping optimize targeting, images, messages, and the method of delivery for every type of marketing message imaginable.” In addition, the author describes (pg. 61) how that advertisers can use these capabilities so that for each of us they have “ . . . our own unique ‘persuasion profile’ that someone can use to influence and motivate us in different ways.”
Such remarks bring to mind books such as the McLuhans’ "Theories of Communication" that treats the ancient art of rhetoric and persuasion as well as Wilson’s “The Age of Invisible Machines” which discusses how voice interfaces will become extensively utilized (see my reviews). Moreover, along these lines, Ammerman opines (pg. 137-38) that “AI is becoming a default go-to that consumers will use to navigate the dizzying array of options they can choose from online . . . ‘Consumers allegiance will shift from trusted brands to a trusted AI assistant’ . . . [and] brands will need to redirect their focus from trying to develop direct relationships with customers to developing ways to optimize their positions with digital assistants.”
Drawbacks include that while the book does mention cautions and possible benefits from these tools, it does not make its humanistic applications clear enough for me. For example, Ammerman (p. 162) points out that “. . . [an] important ethical question is how AI tools like Alexa will affect the development of young children.” He goes on to discuss ways the “psychotechnology,” as he calls it, will likely be applied to create “personalized learning” for kids and others as there are a number of different learning preferences and styles. He even mentions the potential for such approaches in Eldercare. But alas, at least in my view, I had hoped for more regarding how AI and advertising could be used to constructive ends for people.
Even with my desire for more regarding more enlightened uses, I found the book informative and concurring with the author’s ultimate advice. Like he states near the end of the text (pg. 234), all of us “[a]s consumers and citizens . . . must inform ourselves and be aware of the opportunities as well as the dangers ahead. . . . We must retain the ability think for ourselves and emerge into the sunlight where we can see the Invisible Brand.”
September 17, 2019
William Ammerman’s long experience in the digital advertising world and thorough knowledge of fully modern technological developments makes this an indispensible book for many. The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning has potential to be regarded as one of the seminal works on this period a quarter century or more from now, if not sooner. Ammerman takes an uncompromising take on his stance, stated early on, to “... reveal the tools and tactics… deployed by marketers in the age of AI and to engage readers in a rich dialogue about its implications” and find a vigorous prose style for making his point and argument for readers. The bulk of the book’s opening concerns itself with making an initial thesis for readers.
It sets the stage for what’s to come. Ammerman delves deep into concepts like psychotechnology, among others, and expands the work’s scope without ever losing your attention. The aforementioned lean and muscular prose style is an immense help reading this book. It is telling that Ammerman defines his goals for The Invisible Brand as a “mission” because there is more than some missionary zeal in his approach. He intends on convincing you about the importance of the issues at hand – how and to what extent our lives are changing and will continue experiencing change as a result of advancing technologies – and nothing diverts him from the task.
AUTHOR WEBSITE: https://wammerman.com/
His coherent structure for the book organizes Ammerman’s materials in the best possible light for delivering information and influencing the reader, but there’s never any sense of the author cherry-picking information. The Invisible Brand reads as a balanced text throughout despite its convictions. Many readers will enjoy more and connect better with the book thanks to Ammerman relating his own personal experiences with the issue and realities of modern technology.
The book never runs on too long – Ammerman marshaled his resources well and the text affords him enough space to flesh out his ideas for the reading audience. Ammerman, for those intending the use the book for research on the subject, includes an Author’s Note and Notes sections following the book’s end. The Invisible Brand is a compact and laser-focused work covering all the bases for its target readership and definitely doesn’t read anything like Ammerman’s first book. He has the voice of a seasoned writer and achieves a certain amount of authority through the text.
AMAZON: https://www.amazon.com/Invisible-Bran...
The Invisible Brand, as claimed in the review’s introduction, is an essential title for anyone interested or involved in the digital world, especially advertising, as the new century teeters on the brink of its third decade. There is a revolution underway and it is using any weapon necessary to claim converts to its cause – Ammerman is here reporting from its front lines and predicting how the conflict could continue to unfold and grow. His book The Invisible Brand, to be frank, has something to offer for everyone in modern life, not just the tech sector. You should read this book if you are interested in where our world is going.
It sets the stage for what’s to come. Ammerman delves deep into concepts like psychotechnology, among others, and expands the work’s scope without ever losing your attention. The aforementioned lean and muscular prose style is an immense help reading this book. It is telling that Ammerman defines his goals for The Invisible Brand as a “mission” because there is more than some missionary zeal in his approach. He intends on convincing you about the importance of the issues at hand – how and to what extent our lives are changing and will continue experiencing change as a result of advancing technologies – and nothing diverts him from the task.
AUTHOR WEBSITE: https://wammerman.com/
His coherent structure for the book organizes Ammerman’s materials in the best possible light for delivering information and influencing the reader, but there’s never any sense of the author cherry-picking information. The Invisible Brand reads as a balanced text throughout despite its convictions. Many readers will enjoy more and connect better with the book thanks to Ammerman relating his own personal experiences with the issue and realities of modern technology.
The book never runs on too long – Ammerman marshaled his resources well and the text affords him enough space to flesh out his ideas for the reading audience. Ammerman, for those intending the use the book for research on the subject, includes an Author’s Note and Notes sections following the book’s end. The Invisible Brand is a compact and laser-focused work covering all the bases for its target readership and definitely doesn’t read anything like Ammerman’s first book. He has the voice of a seasoned writer and achieves a certain amount of authority through the text.
AMAZON: https://www.amazon.com/Invisible-Bran...
The Invisible Brand, as claimed in the review’s introduction, is an essential title for anyone interested or involved in the digital world, especially advertising, as the new century teeters on the brink of its third decade. There is a revolution underway and it is using any weapon necessary to claim converts to its cause – Ammerman is here reporting from its front lines and predicting how the conflict could continue to unfold and grow. His book The Invisible Brand, to be frank, has something to offer for everyone in modern life, not just the tech sector. You should read this book if you are interested in where our world is going.
October 2, 2019
This book was offered to me for review by the Nonfiction Authors’ Association. I was tempted to turn it down, because marketing is not a particular interest of mine, but read the first few pages, and realized that yes, it is highly relevant to me, because it is highly relevant to everyone. I started reading the book to review it. I kept reading with interest and even fascination because I needed to know what it taught me.
I am an immensely non-consuming person. Marketers have no influence on me -- or so I thought. All the same, Mr. Ammerman has shown me that I am as vulnerable as anyone to covert, invisible manipulation. And if I am, you are, too, only probably more so.
This book is a map to a new, foreign land where monsters lurk. You need the book to avoid being eaten. Here is just one quote: “The science of persuasion is uncovering these unconscious reflexes that trigger specific behaviors. In fact, these reflexes can be so powerful that, even when we become aware of them, we find them hard to overcome.” (p 50)
Computers can now beat world champions in the real thinking games: chess and Go. They can get you to love them. The same tools, applied to making us into puppets is a marketer’s dream, but more like a nightmare to me. I think my Luddite intuition is correct: I am not welded to a phone, and apart from banking, only use the internet for purposes I don’t mind being known to the shadowy puppet-masters.
It is a difficult task to write engagingly, even amusingly about a highly technical subject, but Mr. Ammerman manages to do so. For me, it is a good day when I learn something new. This book taught me lots, much of it very useful to protect myself in a Brave New World.
I am an immensely non-consuming person. Marketers have no influence on me -- or so I thought. All the same, Mr. Ammerman has shown me that I am as vulnerable as anyone to covert, invisible manipulation. And if I am, you are, too, only probably more so.
This book is a map to a new, foreign land where monsters lurk. You need the book to avoid being eaten. Here is just one quote: “The science of persuasion is uncovering these unconscious reflexes that trigger specific behaviors. In fact, these reflexes can be so powerful that, even when we become aware of them, we find them hard to overcome.” (p 50)
Computers can now beat world champions in the real thinking games: chess and Go. They can get you to love them. The same tools, applied to making us into puppets is a marketer’s dream, but more like a nightmare to me. I think my Luddite intuition is correct: I am not welded to a phone, and apart from banking, only use the internet for purposes I don’t mind being known to the shadowy puppet-masters.
It is a difficult task to write engagingly, even amusingly about a highly technical subject, but Mr. Ammerman manages to do so. For me, it is a good day when I learn something new. This book taught me lots, much of it very useful to protect myself in a Brave New World.
January 20, 2020
Everything you do online, and increasingly everywhere, is being tracked, recorded and utilized with AI algorithms to direct, persuade and otherwise influence your behaviors. That's the premise of this exceptional view of marketing and influence in the digital age. These influences are subtle and often hidden in plain sight - driving our behaviors in ways that we are often unaware of until they are pointed out. Elements of the book as predictions of the future have already come to pass within a year or so of them being put to paper. If you are at all interested in marketing in the 21st Century, in persuasion or in privacy, this book is a must read.
January 29, 2021
Ammerman's unique ability to translate a complex marketing world into language that everyday readers can understand is incredibly important and especially relevant today. As a psychology graduate student, I found the overlap between psychology and technology fascinating. Ammerman coins the term "psychotechnology" and skillfully illustrates the role information plays in today's society. Whether you are a professional in the digital world or simply curious about the depths of artificial intelligence (AI) in our lives, The Invisible Brand is a must read for everyone.
November 9, 2020
You know when Amazon recommends a book and you want to keep up on the latest trends for work so you order it. Then, having read it, you realize you've been living it for the past five years and probably could have written the book yourself. Ya. That.
April 3, 2023
Interesting and enlightening, a good look at how AI may affect our present and our future.
Displaying 1 - 7 of 7 reviews