AI: Beyond the hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it is not without limitations, according to marketers who have experimented with its use.
Generative AI is a phrase that will have crossed the lips of most marketers over the past 12 months. The potential it has to change the way marketers work – for better or worse – has been discussed frequently and at length. Whether it sparks fear, apprehension, or excitement, there is certainly no shortage of potential use cases and people claiming that AI will change marketing beyond recognition.
In the first of a new series supported by Publicis Media, Marketing Week seeks to look beyond the AI hype to explore exactly how it could benefit marketers’ roles in the future. From its use in market research and business decision-making to its potential to disrupt recruiting and the way creativity is approached, there is much to explore.
The use of AI in segmentation, targeting and positioning is first examined in detail.
