AI has grown from a tech buzzword to a part of the common vernacular in only a few years. In fact, 45% of corporate AI adopters reported AI technologies helped them establish a significant lead over competitors. Let's take a look behind the curtain to understand the reasoning behind the rapid growth and adoption of AI and how it can transform digital marketing. Statistical analysis, when leveraged by AI engines, can typically make smarter and faster decisions than the most expert data scientists. AI can connect the dots and identify patterns unrecognizable to the human eye by integrating various data sets to paint a holistic picture.

The growing sophistication of digital out of home (DOOH) infrastructure, the explosion of data, and the continued expansion of 5G networks means the industry is in an excellent position to continue to innovate and evolve with a focus on artificial intelligence (AI), and machine learning (ML). Whilst I truly believe that it's the creative idea behind an execution that brings its success, advancements in AI applications for DOOH will enable more intelligent, targeted, data-led campaigns with a multitude of possibilities for intuitive and seamless interaction. The major applications and benefits of AI for DOOH are outlined below, with some cutting-edge examples to demonstrate their impact and memorability. Agile, data-driven campaigns can be triggered across the year promoting different brands or products when the conditions suit. The use of data to contextualize campaigns to the "here and now" means messages can be aligned with consumer mindset in the moment and become useful and relevant. McDonald's used weather data and time of day data to run tactical messages reminding consumers'how long until breakfast finishes' in the mornings, or to promote ice-cream sundaes when the sun was shining.

Across industries, forward-looking businesses embrace AI as an opportunity to become more efficient and harness a multitude of data at their disposal. IDC predicted that business spending on AI/ML would grow from $12 billion in 2017 to $57.6 billion by 2021. The businesses that thrive in this new, AI-centric world will be those that make AI/ML a priority sooner, rather than later. That's why now is the time for marketers to embrace AI. While there have been significant advances in AI, the utilization of the technology remains in its infancy.

Paul Silver, Media iQ, chief operating officer, maintains that media planning tools are not fit for purpose in a digital age. Here he outlines how three key principles necessary to successful evolution in an era increasingly defined by: data management; processing; and activation. The big agency groups are cognizant that the long-established media planning tools are not fit for purpose, especially in an era increasingly defined by AI. Look to the multi-million investments made by GroupM (M-Platform), Denstu Aegis (Merkle and subsequently M1 platform) and Publicis ('Publicis People Cloud'). These are validations that the tools bestowed onto the talent in agencies needs to evolve.

Smart artificial intelligence platforms are now handling some media planning and buying work that is traditionally done by media agencies. Maxus tested a few AI platforms over the past year and is now mainly using one called Lucy to process and rearrange structured data for better efficiency. For instance, a hotel chain recently wanted to understand how its visitor profiles overlap across its business, economy and high-end hotel offerings, so Maxus used Lucy to isolate different audience segments and their media exposure for the client. The agency also tested Lucy in Asia for a cosmetics brand to understand audience segmentation across its products (lipsticks and mascara, for example) and how that influenced media consumption across TV, digital and out of home by country. David Gaines, chief planning officer for Maxus' North American operations, thinks agencies should view AI platforms as an opportunity for collaboration, rather than competition.

Josh Sutton has been helping clients leverage advanced technologies to drive business transformation for the past twenty years. Most recently he has assumed leadership of Publicis.Sapient's Artificial Intelligence Practice, helping companies leverage established and emerging artificial intelligence platforms to generate business insights, drive customer engagement, and accelerate business processes. With more than 22,000 people around the world, Publicis.Sapient, part of Publicis Groupe, is the world's most advanced and largest digitally-centered platform focused exclusively on digital transformation and the dynamics of an always-on world. Some representative AI programs that Josh and Publicis.Sapient have been involved with include the following: Leveraging a semantic AI platform to generate unique customer insights for a global wealth management firm Creating next generation virtual assistants for a wide range of companies including leading theme parks, automotive firms, and retail banks Using machine learning tools to optimize media planning and buying activities for large CPG and airline companies Using a combination of AI technologies to build "smart search" tools for global energy and financial services firms Using a combination of AI technologies to build "smart search" tools for global energy and financial services firms Josh Sutton: From a personal point of view, that would really go back to my early childhood. I think artificial intelligence has always been one of the things that I've been passionate about.

Suppose that, someday in the future, a data-besieged marketer could use menu commands or plain English text to ask questions about any data. That future, according to a company called Equals 3, is here, and it's called Lucy. Launched recently, she is the first marketing-focus portal built on services provided by IBM's now-legendary cognitive supercomputer, Watson. "There is nothing in the marketplace like Lucy," Equals 3 Managing Partner Scott Litman told me. "She is a user interface for all my marketing systems." The name of his company, which was founded last year, derives from the idea that a person plus a computer can equal something bigger than their sum.

Network television is at risk of getting caught in a vicious cycle. As the audience fragments in a million different directions, smaller subsets of that audience see promos for new shows. Then, as new shows draw smaller crowds, even fewer viewers see promos for other programs. The reach of television networks (the total number of viewers who watch for a minute or more once a day) is down a daunting 12 percent in one year. Yet a six percent larger audience has seen the promos for MTV's Viacom networks--even though they're using fewer spots.