AI impact greater than social media?

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European ad/marketing news site Warc is predicting that in 2017, Artificial Intelligence (defined as the ability of computers to take on tasks that have previously required human intelligence to complete, such as speech recognition or interpreting data) will have a greater impact on marketing & advertising than the impact of social media.“2017 looks set to be the year that many brands take their first steps in AI,” says Warc head of content David Tiltman, quoting new research from Deloitte Digital.

“Machine learning is already being applied to programmatic trading – and we’ve seen brands like Aviva in the UK improve their media efficiencies as a result,” Tiltman said. “The next major application looks set to be chatbots, as advertisers and marketers look to respond to a consumers’ take-up of messaging apps.”

Key insights identified where AI is expected to impact the marketing industry in 2017 are:

  • Immediate opportunities include advanced data analysis: Data mining and analysis that is normally done manually may be done quicker and better using AI. This can span business and consumer data, with AI potentially providing more informed outcomes.
  • Global CMOs are already planning their AI strategies: According to a survey by PR agency Weber Shandwick in association with KRC Research, nearly six in 10 global CMOs believe that, within the next five years, companies will need to compete in the AI space to succeed, and around seven in 10 say their organisations are already using or planning for business in the AI era.
  • More than half (55%) of global CMOs expect AI to have a greater impact on marketing, advertisin and communications than social media ever had.
  • Chatbots will become key touchpoints for service brands: Chatbots are software programs designed to automate customer-to-company conversations. They use machine learning to help determine what the consumer’s question is, source a relevant answer and form a reply.
  • Marketers and advertisers must consider the tone of voice of ‘branded conversations’: Brands will be keen to express their identities via chatbot technology. Language nuances, sentiment and the ability to hold conversations are the next short term nuances to be addressed.
  • Virtual assistants will change path-to-purchase strategies: ‘Programmatic consumption’ is the automation of brand choices. Rather than a consumer spend the time and effort selecting a product and placing an order, these are partially or fully automated – in other words, purchase decisions will increasingly be made by computers, rather than by consumers standing in shops.
  • Machine learning is being applied to automated trading: Machine learning is already used within certain areas of programmatic media trading, and this is expected to be a major growth area. For example, machine learning might help optimise campaigns based on what is working, or adapt campaign creative based on new information.

About Warc is an online service offering advertising best practice, evidence and insights from the world’s leading brands. Warc helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. Warc’s clients include the world’s largest advertising and media agencies, advertisers, research companies and universities. In addition to its own content, Warc features advertising case studies and best practices from more than 50 respected industry sources, including: ARF, Effies, Cannes Lions, ESOMAR and IPA. Warc hosts three annual case study competitions: Warc Prize for Innovation, Warc Prize for Social Strategy and Warc Prize for Asian Strategy. Founded in 1985, Warc is privately owned and has offices in the UK, US and Singapore.

About Deloitte Digital
From strategy to delivery, Deloitte Digital combines cutting-edge creative with trusted business and technology expertise to define and deliver digital solutions. At Deloitte Digital, we are creating digital experiences for the connected enterprise. From B2B, B2C, or B2E, we deliver strategy, mobile, social, web, and digital content management solutions that will help strengthen our clients’ brands and evolve their businesses.

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