The next decade: artificial intelligence

GroupM Global released a report titled " The Next 10: Artificial Intelligence ", which predicts the development prospects of AI in the advertising industry in the next decade and provides advertisers with practical suggestions. The report predicts the scale of AI in the advertising industry for the first time: In 2022 , global AI advertising will exceed US$ 370 billion; in 2032 , it will cover most media, reaching a scale of US$ 1.3 trillion, accounting for more than 90% of total advertising revenue .

For ease of analysis, the report defines AI advertising as: all artificial intelligence means used in the advertising delivery process from insight output to activation optimization, including artificial intelligence-related technologies and algorithms, such as machine learning, neural networks, computer vision, natural language processing ( NLP ) and intelligent process automation.

With the widespread penetration of technology, artificial intelligence and wireless networks, the report predicts that the media landscape in 2032 will be very different from what it is today:

Traditional TV’s reach continues to decline, and tolerance for irrelevant and disruptive ad cascading is decreasing

The growth of audio devices with “ digital assistants ” (such as wireless headphones and smart speakers in the home) means that voice searches will surpass text-based searches

Data is mostly managed on-device and will increasingly be obfuscated or anonymized by AI and privacy services

Advances in artificial intelligence and evolving media channels will make marketers in different categories increasingly inclined to bundle products, consumer experiences, and advertising experiences together. The report further analyzes the following industries:

Automotive : Use generative AI and digital twins to personalize advertising, for example, by showing a car model with a customized color based on the environment / road conditions in the city where the owner is located.

Fast Moving Consumer Goods : The combination of machine learning and genome sequencing makes personalization and customization of nutrition and personal care products possible.

Clothing : Computer vision, machine learning algorithms, and generative AI are likely to spawn a large number of knockoff products or users’ own designs, and competition in image searches will intensify, which will have an impact on the clothing and retail industries.

Entertainment : Targeted advertising and IP based on audience data and / or selection make personalized messaging a reality.

In view of future changes, the report also provides brand owners with action suggestions at different levels, from short-term to medium-term, from strategy to planning, so that they can better obtain the dividends brought by AI advertising and avoid misunderstandings:

Rethink brand goals amid the trend of lower TV reach and more addressable media coverage. Is your brand message the same for all audiences or is it highly personalized? In a world of AI-driven addressable and programmatic delivery, how will you achieve brand delivery on the front end?

Leverage AI-driven scenario planning tools to prepare for changing media consumption behaviors. Tools such as ABM modeling and strategy simulation can help marketers test resilience and agility in the face of future disruptions.

Plan to improve the efficiency of organizational workflows and tasks. Embrace the new efficiency and capabilities brought by artificial intelligence, empower and transform marketing teams with artificial intelligence, and integrate various AI tools into work from creative conception and production to media planning and execution.

Expand your portfolio of competencies and sources of inspiration beyond your industry, as purchasing behavior becomes increasingly AI- enhanced and future partnerships and business models will be more cross-border.

In the near future, we will likely need to overcome our fear of riding in self-driving cars. Similarly, we should not let fear of AI assistance prevent us from providing a good advertising experience for consumers and advertisers. The era of AI is here and it is unstoppable. We should do our best to build the future we want, design reasonable goals and protection systems, and learn how to make AI better serve these goals.