At present, the AI-based marketing reaches USD$370 billion, meaning 45% of the global advertising, and is constantly growing.
GroupM has published a new study named ‘The Next 10: Artificial Intelligence’, which examines how the media landscape and consumer behaviour will shift over the coming decade, in large part due to AI-enabled advertising that likely already accounts for nearly half of all advertising revenue, or more than US$300 billion.
Some major implications of the study include: Declining reach of linear TV and less tolerance of irrelevant, interruptive ad pods; Growth of audio-first devices with digital assistants (e.g. ear buds and smart home speakers) means that voice search will overtake text-based search; Data will most often be managed on-device and will be increasingly obfuscated or anonymized by AI and privacy services
Advances in AI and these evolving media channels could result in marketers increasingly tying together products, consumer experiences and advertising experiences in the following sectors: Automotive: the use of generative AI and digital twins will enable greater personalization of advertising in the sector—i.e.: a custom color model shown driving in the buyer’s own city; CPG: machine learning paired with genomic sequencing will make personalized nutrition and personal care products increasingly possible; Apparel: computer vision, machine learning algorithms and generative AI could disrupt the apparel and retail industry by creating a vast gray market of copycat goods or user generated designs competing for image searches; Entertainment: personalized storytelling could become a reality as ads and IP are customized based on audience data and/or selections.