How GraphCast is Transforming Marketing with Precision Weather Predictions

 

Google GraphCast is a state-of-the-art AI model that can predict weather. According to a paper published in Science, it predicts weather conditions up to 10 days in advance more accurately and much faster than the industry gold-standard weather simulation system. The system currently in use is the High-Resolution Forecast (HRES), produced by the European Centre for Medium-Range Weather Forecasts (ECMWF).

Forecasting Beyond Tomorrow

Created by the team at DeepMind, Graphcast is based on machine learning and Graph Neural Networks (GNNs), and trained on decades of historical weather data. It works by modelling the cause and effect relationships that govern how Earth’s weather evolves. It is capable of making medium-range weather forecasts with unprecedented accuracy and can offer earlier warnings of extreme weather events.

Specifically, GraphCast can predict cyclones, identifies atmospheric rivers associated with flood risk, and the onset of extreme temperatures. This ability has the potential to save lives through greater preparedness. By open sourcing the model code for GraphCast, Google is also enabling scientists and forecasters around the world to benefit billions of people in their everyday lives.

A Marketing Advantage

With its ability to predict weather conditions with unprecedented accuracy, it can help marketers to calibrate their marketing strategies with greater accuracy.

For example, If GraphCast predicts a heatwave in a particular region, a company that sells outdoor clothing can stock up on summer itinerary and launch targeted ads to customers in that region. Similarly, if GraphCast predicts a cold snap in a particular region, a company that sells winter clothing can stock up on winter clothing and launch targeted ads to customers in that region.

Furthermore, the benefits can be more abstract. For example, marketers can predict consumer behaviour on the high street with greater accuracy. In addition, events planners can forecast with greater accuracy and holiday planners can decide how to make the most of a tour group’s time. This is particularly relevant in cities like London, where within its prestigious shopping districts, tourism is a major driver of the economy.

Consumer behaviour becoming predictable?

GraphCast has the potential to save lives and support decision-making critical to the needs of marketers. It is yet another example of AIs increasing impact on our lives and its potential to transform industries. If you’d like to know more, we’d love to hear from you.

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