If you've stayed up-to-date with marketing-related news, you've noticed the term "persona" cropping up. The concept might seem mysteriously vague at first, but the name itself is a clue. As cookies are steadily phased out and certain targeting methods are dismantled due to increased privacy standards, marketers need to find new ways to reach prospective customers. That's where personas fit in. Put simply, a persona is a fictional avatar that represents a comparable segment of users within a client's overall audience.

Take a look around – we have uber-precise AI-based advertising mechanisms in place: smart playlists, content recommendation tools on YouTube and Netflix, chatbots instead of consultants, and megastores without cashiers. We are already living in the era of AI. Still, for the most part, the penetration of AI in advertising is so delicate that it goes mostly unnoticed.