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.
IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.
> See all episodes
There’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”
Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.
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.
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
