AI marketing: how seriously should you take artificial intelligence?

Recent years have seen the rise of artificial intelligence (AI) adoption in the marketing and media industries. While often a buzzword for marketers to make their work sound more exciting, the real benefits to brands center on the use of machines to carry out deep learning and make humans' jobs easier. AI is certainly growing in notoriety, with up to 85% of UK businesses said to be set to invest in the field by 2020. In addition, studies have shown the gradual uptake of soft robotics in the home – 23-32% of households in the US and 18% of households in the UK have at least one voice assistant, the most popular models being either Amazon's Alexa or Google Assistant. Moreover, Apple claimed in 2018 that a staggering 500 million of its users now frequently make use of Siri, its pre-installed voice assistant.