AI will be the next “industrial revolution,” and by in large, will improve digital advertising, marketing and media functions, as well as the role of people who work in them. That’s the top level conclusion of a new report based on human intelligence: a survey of more than 1,000 industry executives released this morning by WPP’s Xaxis and IAB Europe.
Other key findings include:
Nearly 80% of respondents have a good understanding of AI. Intermediaries were the most confident in understanding AI with 91% somewhat or very confident. 80% of agencies said they felt confident in their understanding.
AI has been seen to have had a positive impact/influence on business objectives. Nearly 50% of those surveyed felt AI improved productivity and increased competitive advantage.
AI was seen to facilitate effective targeting and was able to enhance digital advertising objectives – right person, right place, right time. Indeed, better targeting was cited by 61% of agencies; 43% of publishers and 53% of intermediaries.
Identifying better qualified users/ audience was cited by 30% of advertisers; 55% of agencies; 40% of publishers and 42% of intermediary stakeholders.
Respondents highlighted the key concerns for the future of AI as relying less on human control (47%), and gaining trustworthy insights (55%).