ARTIFICIAL
INTELLIGENCE
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.
TRENDS
Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.
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As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.
To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.
ARTIFICIAL
INTELLIGENCE
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.
Download the full report today!
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.
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