Page 10 - AeM_January2021

RESEARCH, ANALYSIS & TRENDS

AI is growing exponentially, turning

markets inside out

Most managers already agree that artificial that 50-80% of them use Google Analytics to collect
intelligence (AI) will change the world, but as soon and process visitor data. SEO, UX or content experts
as people talk about the use of AI in their own still use this information to develop optimization tactics.
company, there is often an embarrassing silence.

Most managers already agree that artificial intelligence Increasingly often however, AI-based systems
(AI) will change the world, but as soon as people talk independently derive strategies and measures from
about the use of AI in their own company, there is often them. In fact, this is already the status quo in high-
an embarrassing silence. turnover e-commerce, but it is only a matter of time
before we see AI-based advertising media in physical
On the one hand, this is understandable, because for environments as well. The connection with wearables
non-mathematicians the idea of thinking machines or and sensors as well as rapid advances in image
self-learning software is still very difficult to grasp. On recognition creates undreamt possibilities here.
the other hand, because AI is growing exponentially
and able to turn entire markets inside out, this is quite The future is completely personalized
dangerous. Hence, to keep up in the race of being
ahead of technological innovations, we must get into Artificial intelligence is not just a vision when looking at
using AI for marketing—especially since many AI- Siri and Alexa today that are already planning
based solutions have already arrived in everyday life. appointments and filtering add-on emails based on
experience. And the success of YouTube, Netflix, and
The importance of data in digital marketing is growing Amazon is strongly related to their constantly improving
steadily. In just 30 years, the number of published real-time recommendation technologies. For instance,
websites grew from 0 to 1.8 billion, and it is estimated Amazon Personalize now offers its machine learning

10 January 2021: AI & Automation in Marketing