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RESEARCH, ANALYSIS & TRENDS









































             AI is the ultimate success factor for


             tomorrow's economy


            Are  you  wondering  why  artificial  intelligence  is   Claudia Buente, the author of the book, gets granular
            being discussed so intensely in business and the     on China’s AI ambitions to make an impact in today’s
            media  right  now?  Well,  after  the  internet,  digital   world economy. Just like Dr. Kai-fu Lee, a respected AI
            transformation     and     automation,    artificial   expert and author of the book AI Superpowers, she is
            intelligence seems to be the next kind of panacea    convinced that China and not the USA will be the world
            for  businesses,  especially  for  marketing  and    leader in AI technology, simply because China has the
            sales,  which  can  be  used  to  interact  with     largest  population  on  earth  with  800  million  people
            consumers faster and better.  Hence, the leading     “mobile  only”;  thus  producing  huge  amounts  of  data.
            industrial nations have long seen AI as one of the   Besides  that,  China  has  a  data  protection  law  that
            key  technologies  of  this  century  and  are       allows  combined  analysis  of  data  and  the  one-party
            supporting it with large financial resources.        government focuses on AI.

                                                                 With  her  book,  she  wants  to  show  the  world  where
             Jürgen  Schmidhuber,  a  renowned  researcher  in  the   Chinese  marketing  and  sales  systems  currently  stand
             field  of  AI,  makes  this  point  clear  in  Prof.  Claudia   and what we can learn from learn it, pointing to Kai-Fu
             Buente’s  recent  book,  Die  chinesische  KI-Revolution   Lee who explains that the arrival of AI in our daily lives
             (engl.  ‘The  Chinese  AI  Revolution”),  stating  that  the   is approaching in four waves.
             most profitable effects of AI seem to be in the field of
             marketing.  He  argues  that  just  a  small  part  of  around   Wave  1  –  the  Internet  AI:  According  to  Lee,  that’s
             2% of marketing in the global economy are enough to   currently  the  phase  we  are  in.  Users  are  more  and
             make  companies  like  Amazon,  Alibaba,  Tencent,   more online, and an AI can collect and interpret data:
             Facebook,  Google,  or  Baidu  the  most  valuable   the  “output”  orientations  necessary  for  a  learning
             companies  in  the  world,  Then,  kicks  his  thought  up  a   system are, for example, “clicked” versus “did not click”,
             notch he claims that what already works very well and   “bought” versus “did not buy”, “was on one page for a
             is very profitable for some companies is only the tip of   long  time”  versus  “was  not  on  one  page  for  a  long
             the iceberg  and  will soon  affect a much larger part  of   time”,  and  end  products  are,  for  example,  referral
             the economy.                                        marketing  ("Users  who  viewed  this  article  were  also


                                                               4                   January 2021: AI & Automation in Marketing
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