From being the preserve of sci-fi movies, artificial intelligence has suddenly burst through into the mainstream. Once a subject only discussed in universities or by data scientists, artificial intelligence has become the'must-have' of 2017, with companies across all sectors investigating how it can be incorporated into their business models. The advertising industry, which has long prided itself on being agile and forward thinking, is one of the first sectors to bring AI into its product offerings. The amount of data available to those working in digital advertising – particularly mobile advertising – is what gives AI so much potential in this area. Artificial intelligence thrives from large amounts of data, without data it cannot build models or test its assumptions.