Artificial Intelligence (or AI) is being used increasingly in many critical business operations in all sectors. While you may think of AI being most effective at technical work, such as manufacturing or computing, it is also becoming proficient at understanding subjective human drives and desires. You can see this in the algorithms on sites and apps like TikTok, YouTube, and Spotify, which analyse your activity in order to create personalised recommendations tailored to your personality. It is no wonder, then, that AI is being used more and more for marketing and advertising purposes. AI-based tools can help generate ideas for ads in all media formats, find the right audience to target with ads and marketing campaigns, and generate specific campaigns for each individual based on their data.

To get the most out of AI and ML to better meet changing customer needs, enterprises need to start integrating their business units, operations and datasets into a more consolidated entity. This is according to Archana Arakkal, Machine Learning Engineer at Synthesis, who was speaking ahead of a webinar on the Customer Service of the Future, to be hosted by Synthesis, AWS and Salesforce next month. Every engagement between the customer and the brand is part of the overall customer experience, and customers expect a great deal more of this experience than they did 10 years ago, says Arakkal. "For example, traditional marketing and advertising has had to evolve beyond the old'spray and pray' approach, since customers now expect hyper-personalisation," she says. "Marketing is getting smarter about targeting customers based on their personal needs, their digital footprint, what platforms they use at what time of day. Customers aren't blind – they know brands have customer data on what they have bought before, their location and interests, so there is an inherent expectation that when they are targeted with a product, it will be a product that makes sense to them." While marketing and advertising are becoming better at personalising offers, there often remains a gap in their understanding of the customer – in the silos of data within the various brand business units, Arakkal says.

Did you know that over 73% of AI adopters believe that AI is now critical to their business, and furthermore 64% said that it allowed them to surpass the competition? Today, I wanted to discuss 4 ways that you can utilize AI now to improve your marketing and advertising. To prove the last point, I'm going to let AI write the rest of this newsletter starting... NOW. If you are like most people, you probably think of Artificial Intelligence (AI) as a recent development. However, AI has been around for quite some time now.

Companies are using artificial intelligence for basic communication, to make product recommendations and more. In the world of marketing and advertising, the applications for AI are virtually endless--brands come up with new ideas and innovative ways to leverage it every day. What is the best way to employ AI in marketing and advertising in 2022? Every agency leader will have their own preferences and notions about the most effective use cases for AI in their space, and below, members of Forbes Agency Council share their current favorites. Forbes Agency Council members share exciting ways to leverage artificial Intelligence in marketing and advertising.

Traditional marketing tools lack the flexibility, scalability, and comprehensiveness to address many of the challenges faced by modern companies. With growing digitization and an always-online audience, more marketing teams now require artificial intelligence (AI) to stay competitive. Before rushing to hire a data science team, you need to evaluate the third-party AI solutions already available on the market. Many vendors use "AI" in their sales pitches, but lack credible research and engineering teams that can productize and operationalize cutting-edge AI research. In this article, we feature companies with proven AI and ML expertise that are transforming marketing activities with state-of-the-art AI-driven solutions.

The advertising landscape has transformed dramatically in the last two years. A huge part of that transformation is related to developments in artificial intelligence (AI) and machine learning. This IAB guide is designed to help brand marketers and their agencies identify the opportunities that artificial intelligence and machine learning present, the range of options available, and some recent best practices for applying AI to marketing and advertising. Developed by the IAB AI Working Group which was formed to help marketing and technology executives navigate the impact AI and machine learning will have on the world of digital advertising, this is the first guide of its kind to offer a full picture of the benefits of AI in marketing, real-world use cases, best practices, and key takeaways for marketers looking to leverage AI to better engage with customers at scale. When IAB put out the call to its members to form an AI working group, the response was overwhelming: 115 members raised their hands to contribute to our collective industry understanding of this nascent and essential topic. Their responses informed the basis of this IAB guide, focusing on the areas of greatest importance to the marketing industry at this time.

Advancements in technology continue to drive change in the workplace, altering employees' tasks, priorities and required skills across different disciplines, especially in marketing and advertising. The phrase "data is the new oil" accurately captures today's digital marketer's world. But just like oil, data must be refined into insights in order to create value. The tools and skills to create value out of data are more critical to business success today than ever before. For instance, data storytellers, marketers who also have the talent to glean insights about customers from advanced campaign reporting, are critical to propelling their teams further.

Artificial Intelligence Marketing (AIM) provides superior solutions to bridge the gap between analytics and execution. It is the process of going through massive piles of data to originate positive results. As per the courtesy of Forbes, retailers invested around 5.9 billion US dollars on AIM. North America, Europe, and Asia-Pacific are mainly using this type of digital marketing and advertising. Likewise, remote health monitoring, wearable AR, IoT kitchen appliances, and brain-sensing gadgets lie under the game-changing innovations.

As facial recognition systems become increasingly accurate, more governments and law enforcement organizations are tapping them to verify people's identities, nab criminals and keep transactions secure. In recent months, France's government announced a nationwide facial recognition ID program, a UK court ruled that live facial recognition doesn't violate privacy rights and research revealed that the US Immigration and Customs Enforcement (ICE) agency and the FBI are using facial recognition to apprehend undocumented immigrants. Most of this activity is undertaken in the name of safety and security, but it is also raising major red flags among privacy advocates. They argue that the technology--which can scan and identify faces without consent in crowded streets, retail stores and sports stadiums--is predatory and invasive. Among consumers, the jury is still out.

Cable company Comcast will add'eye control' to its suite of accessibility features, allowing physically disabled viewers to operate TV's using only their gaze. By partnering with popular makers of eye-gaze hardware, Comcast said its feature will allow users to do just about anything that can be done with a physical remote, including using the guide, scheduling recordings, and navigating other menus. Popular systems like those made by Tobii Assistive Technology use special cameras to track the movement of people's eyes and then translate those movements onto a screen. Using eye-reading hardware and software, Comcast is allowing people with physical disabilities to control their TV's with their gaze Each time someone gazes at a button, the corresponding action is initiated in Comcast's interface. Comcast's inclusion of those technologies mark a first among large telecom providers and also further add to a host of other features rolled out by the company throughout the last several years.