WHAT IS ARTIFICIAL INTELLIGENCE?

Artificial intelligence (AI) is the theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.

WHY SHOULD MARKETERS CARE?

AI can help marketers connect with consumers in a myriad of ways, including powering chatbots to bring one-to-one engagement to scale, processing massive amounts of data to generate better insights, and optimizing existing systems to run more efficiently and effectively.

HOW CAN IT HELP YOUR BUSINESS?

Businesses can use AI to improve customer service via interactive platforms; generate data-driven insights to improve creative, messaging, and targeting; and automate existing systems to drive efficiency and cost savings.

Brand Safety in Influencer Marketing, with Richard Plansky and Benedict Hamilton of Kroll

At the 2019 ANA influencer conference, we spoke with Richard Plansky and Benedict Hamilton of Kroll, a corporate investigation company, about brand safety in influencer marketing. Richard and Ben discussed the right way for brands to approach influencer vetting, shared some influencer horror stories, and shed light on one of the biggest misconceptions brands have about “micro-influencers.”

> See all episodes
Hands Out of the Jar: Marketers Face a Cookie-Less Google

Consumer privacy is at an ever-increasing pitch, and a plethora of ad blockers and similar apps have already handed given consumers the power to (somewhat) control their online experiences online, at least to a certain extent. GDPR, which requires websites to obtain consumer consent before tracking cookies, has further restricted complicated marketers’ access to consumer data. : websites have to now obtain consumer consent for tracking cookies. The final blow came has come with the announcement that Google Chrome will eliminate third-party cookies completely by 2022 – something that other browsers have already done. While initially this jarring news left leaves marketers wondering what to do, it also created provide new opportunities as well.

> See all issues

WHAT IS ARTIFICIAL INTELLIGENCE?

Artificial intelligence (AI) is the theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.

WHY SHOULD MARKETERS CARE?

AI can help marketers connect with consumers in a myriad of ways, including powering chatbots to bring one-to-one engagement to scale, processing massive amounts of data to generate better insights, and optimizing existing systems to run more efficiently and effectively.

HOW CAN IT HELP YOUR BUSINESS?

Businesses can use AI to improve customer service via interactive platforms; generate data-driven insights to improve creative, messaging, and targeting; and automate existing systems to drive efficiency and cost savings.

"AI systems are not wholesale replacing us; rather, they are amplifying our skills and collaborating with us to achieve productivity gains that have previously not been possible.” 

Paul R. Doherty and H. James Wilson

Authors of Human + Machine: Reimagining Work in the Age of AI

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.

Paul R. Doherty and H. James Wilson

Authors of Human + Machine: Reimagining Work in the Age of AI

"AI systems are not wholesale replacing us; rather, they are amplifying our skills and collaborating with us to achieve productivity gains that have previously not been possible.” 

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 © 2020 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