Advances in AI could result in marketers increasingly tying together products, consumer and advertising experiences, says the business intelligence director at GroupM
Kate Scott-Dawkins, global director-business intelligence, GroupMÂ
Advances in AI and these evolving media channels could result in marketers increasingly tying together products, consumer experiences, and advertising experiences says Kate Scott-Dawkins, global director-business intelligence at GroupM in a conversation with Storyboard18. More on the ways in which AI-enabled advertising will shape the future of advertising and consumer targeting in the edited excerpts below.Â
Q. According to GroupM's report Next10-AI on the technologies and behaviour that will shape advertising over the next decade, AI-enabled advertising will be 90 percent of all advertising by the year 2032. Could you define this AI-enabled advertising, what is the current size and what is the headroom for growth?
We spent a lot of time talking to various experts across the GroupM and WPP network about how we were using the term artificial intelligence and how it’s being implemented across various categories. We took a high level, broad definition, which includes a lot of technologies and tools that are under the umbrella of AI, so others include machine learning that are present on platforms such as Google, Meta, and Amazon, and it helps match search intent with advertising and search results. It also helps in optimising and targeted campaigns and also includes things such as natural language processing and what we have found is that all of these technologies are being used together quite heavily in advertising today. So, we estimate that 45 percent of ad revenues or over $370 billion is AI-informed or AI-enabled and that’s going to climb to roughly $1.3 trillion or more than 90 percent of all advertising by the year 2032.
Read more: Google faces internal battle over research on AI to speed chip design
Q. So if 90 percent of all advertising will be AI-enabled, how will the advances in AI and evolving media channels help marketers through different product categories and sectors such as auto, consumer packaged goods (CPG), and more?Â