Artificial Intelligence and Machine Learning in Marketing

The term Artificial Intelligence could have different meanings in different context, and it could also mean different things to different people. For us at Worldpanel Expert solutions, it means moving from a traditional analytical way of analyzing data to doing more forward or future looking analytics. In this paper, we have explained what AI means for Kantar Worldpanel, why we think it's important and how we leverage it in our work to deliver value for our clients. Theoretically, Artificial Intelligence is defined as a "Field of study that gives computers the ability to learn without being explicitly programmed" (Arthur Samuel, 1959) Alternatively, AI in general and what everybody understands of, is a system that can mimic human intelligence, can perform intelligent tasks which usually we humans are known to perform such as interacting with the environment, problem solving, learning, reasoning etc. Much of the AI advancement in recent times has been around the ability to understand and interpret textual data in the same way we humans do and that is why we see a lot of language-based AI flooding in. This led to the common misconception that AI is magic, it can do everything and anything which doesn't talk or behave like humans is not AI.