Artificial intelligence (AI)-powered marketing technologies communicate with consumers and know what they want long before marketers do. The mathematical calculations wrapped in a bunch of data will become more important to marketers as technology advances. There is not enough information on how AI supports advertising -- just that it does, Google CEO Sundar Pichai told investors and analysts during Alphabet's Q4 2021 and year-end earnings call. He said extensive AI investments continue to help the company lead in Search quality, as well as powering innovations beyond Search. Those innovations span hardware and software.