WHAT IS ARTIFICIAL INTELLIGENCE?

AI is the ability of machines to demonstrate human intelligence, performing tasks that normally require human involvement. Having been around for decades, AI already has a strong presence that is growing thanks to faster computing processors and an abundance of inexpensive cloud storage. Brands are using AI to facilitate customer interaction through chatbots and predictive typing, while aiming for more advanced applications such as connected smart homes and autonomous vehicles. The capabilities of AI continue to expand into facial recognition, predictive analytics, and machine learning.

WHY SHOULD MARKETERS CARE?

AI is influencing the world of marketing in numerous ways. Marketers are leveraging AI to drive greater consumer engagement, as well as aggregating and analyzing customer data. The more tedious and timeconsuming work of marketing is increasingly being done by AI systems, freeing marketers to spend their time on strategy and tasks that require higher-order thinking.

HOW CAN IT HELP YOUR BUSINESS?

Marketers have more customer data than they can possibly analyze without the help of AI and machine learning. By leveraging AI, marketers can quickly gain deep customer insights that allow for more precise targeting and personalization of marketing efforts. AI can also serve as an always available, real-time touchpoint for customers through chatbots and voice-activated smart speakers. The insights, time, and resource savings that AI can deliver allow marketing to function more strategically and with greater agility.

A Personalized Future, with Mike Barclay of MoEngage

Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.

> See all episodes
Marketers in the Metaverse of Madness: VR, Crypto, Communities, Gaming, Ecommerce, and More Converge

Media channels, and the ways in which marketers have used them, have always evolved. Marketers can access consumers where they are in more and more places online presently – from social media, gaming, online communities, and simple ecommerce transactions. The rapid development of virtual and augmented reality, however, has opened up a door beyond all of these: Consumers are now, via avatars (yes, just like the movie), experiencing entire virtual worlds that are also constantly developing. Marketers have an opportunity to incorporate all of the channels they were already reaching consumers at within these worlds, converging them all into one fully realized alternate reality – what’s now being called the “metaverse.” The resources collected here explore just what the metaverse entails, how brands can take advantage of them, and some examples of marketers who have already dipped their toe in these unchartered waters:

> See all issues

WHAT IS ARTIFICIAL INTELLIGENCE?

AI is the ability of machines to demonstrate human intelligence, performing tasks that normally require human involvement. Having been around for decades, AI already has a strong presence that is growing thanks to faster computing processors and an abundance of inexpensive cloud storage. Brands are using AI to facilitate customer interaction through chatbots and predictive typing, while aiming for more advanced applications such as connected smart homes and autonomous vehicles. The capabilities of AI continue to expand into facial recognition, predictive analytics, and machine learning.

WHY SHOULD MARKETERS CARE?

AI is influencing the world of marketing in numerous ways. Marketers are leveraging AI to drive greater consumer engagement, as well as aggregating and analyzing customer data. The more tedious and timeconsuming work of marketing is increasingly being done by AI systems, freeing marketers to spend their time on strategy and tasks that require higher-order thinking.

HOW CAN IT HELP YOUR BUSINESS?

Marketers have more customer data than they can possibly analyze without the help of AI and machine learning. By leveraging AI, marketers can quickly gain deep customer insights that allow for more precise targeting and personalization of marketing efforts. AI can also serve as an always available, real-time touchpoint for customers through chatbots and voice-activated smart speakers. The insights, time, and resource savings that AI can deliver allow marketing to function more strategically and with greater agility.

“If AI as a general concept was positioned on this year’s Gartner Hype Cycle, it would be rolling off the Peak of Inflated Expectations. By that we mean that AI is starting to deliver on its potential and its benefits for businesses are becoming a reality.”

Svetlana Sicular

VP Analyst at Gartner

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AI? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Digitas: Exploring AI-Born Creativity

ANA. May 2019

Digitas explored what future AI applications may be widely adopted in five to 10 years.

How AI Will Affect the Future of Email Marketing

ANA. April 2019

Rather than fearing the rise of AI and machine learning, Loren McDonald of IBM Watson Marketing advised that marketers embrace it, and shared what AI and machine learning is, where it’ll have the greatest impact, and the keys to success.

How HSBC Generates Loyalty with AI

ANA. April 2019

Maritz Motivation Solutions explained how it used AI to improve the recommendations that credit-card holders received for redeeming their loyalty points.

Download Now!

Artificial Intelligence (AI) is a specialized brand of computer science that focuses on enabling computers to perform tasks that normally require human intelligence, such as visual perception and speech recognition. Predictive analytics and machine learning are also important capabilities of AI.

 

ANA Marketing Futures spoke with marketers across the industry to get their perspective on AI, and created a guide to inform and empower brands to embrace this transformative trend.

Svetlana Sicular

VP Analyst at Gartner

“If AI as a general concept was positioned on this year’s Gartner Hype Cycle, it would be rolling off the Peak of Inflated Expectations. By that we mean that AI is starting to deliver on its potential and its benefits for businesses are becoming a reality.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AI? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Digitas: Exploring AI-Born Creativity

ANA. May 2019

Digitas explored what future AI applications may be widely adopted in five to 10 years.

How AI Will Affect the Future of Email Marketing

ANA. April 2019

Rather than fearing the rise of AI and machine learning, Loren McDonald of IBM Watson Marketing advised that marketers embrace it, and shared what AI and machine learning is, where it’ll have the greatest impact, and the keys to success.

How HSBC Generates Loyalty with AI

ANA. April 2019

Maritz Motivation Solutions explained how it used AI to improve the recommendations that credit-card holders received for redeeming their loyalty points.

Download Now!

Artificial Intelligence (AI) is a specialized brand of computer science that focuses on enabling computers to perform tasks that normally require human intelligence, such as visual perception and speech recognition. Predictive analytics and machine learning are also important capabilities of AI.

 

ANA Marketing Futures spoke with marketers across the industry to get their perspective on AI, and created a guide to inform and empower brands to embrace this transformative trend.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2021 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net