Page 4 - AeM_May_2019

RESEARCH, ANALYSIS & TRENDS

The dawn of AI:

breakthroughs and concerns

What do autonomous taxis in Singapore, the "da answers.
Vinci" robotic surgical system, and the application When in March 2018 Zalando publicly announced that
of virtual reality in worlds of experience have in it wanted to replace 250 specialists in marketing with
common with the latest technology trends? All these AI, it sparked a discussion about the future of
innovations are based on artificial intelligence (AI). advertising specialists. This development may seem to
suggest that AI-based automation could replace
As a key technology of digitization, AI is increasingly occupations across all levels of education with
getting involved in different areas of our everyday lives, advancing technology. Some advertising professionals
since companies explore new technologies to provide believe, however, that AI is more likely to bring new
customers with optimal shopping experiences and opportunities. The marketing conditions would be
products. AI will also shape the day-to-day work itself in facilitated, and experts need to know how to use the
the future: e.g. banks and insurance companies technologies properly and draw strategic conclusions.
optimize their customer communication by means of AI,
and counseling sessions are recorded and evaluated by But what opportunities do corporations, publishers
AI so that employees are subsequently given feedback and agencies have when it comes to using AI-
and are coached by the system. requiring technologies? While some publishers are
already using AI technologies to tag images and
But AI not only relieves people of their jobs, it also analyze large amounts of relevant content, the use of
has the potential to completely replace jobs as its AI in this industry is definitely still expandable.
improvement progresses: Google introduced, for Technologies like Nomotekt, for instance, are already
instance, its Duplex in May 2018 at its developer able to mimic peculiarities of lecturers. In this way,
conference to enable a real dialogue between computer thousands of manuscripts can be read and evaluated
and humans. With Duplex’s pauses and natural within seconds. A look into other industries is
irregularities, however, companies suddenly started to worthwhile, too: online retailers, most notably Amazon,
face fundamental, ethical issues and raised an array of use AI algorithms for customized product
questions: Does AI need to be recognizable as such in recommendations, publishers should use appropriate
dialogues with humans? How best to protect yourself analysis tools to address content in a targeted manner,
from scammers? Or when should AI deliberately break since accurate content could increase the motivation to
rules, for example, to safeguard safety in road traffic pay for online content (paywall). Well, focusing on AI
and thereby protect people? Questions to which many over the next few years is definitely a good idea.
companies, including Google, have so far inadequate

4 May 2019 - Artificial Intelligence (AI) & Chatbots in Marketing