Future Marketing: Impact of AI on Marketing - how AI will transform marketing, AI trends in advertising. Extract from Chapter 12 - new book: How AI will Change Your Life - by Patrick Dixon, keynote speaker on AI marketing

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MARKETING IS ONE of the industries that will invest most in AI.

The vast majority of marketing executives already use AI, and one in five spend 40% of their budget on campaigns driven by AI.

As a result, AI already influences over 6 billion decisions every day.

Future spending on AI will grow by 26% a year from $24bn today.

Most marketing directors think that AI will soon be better than they are.

As it is, all online campaigns which use Google’s own Marketing Platform are driven by AI.

Most people have no idea how AI is already controlling what ads they see, what messages they read.

They have even less idea how much AI already knows about them.

Most people dislike ‘marketing’

In one sense, marketing is a natural part of daily life. It’s about presenting a clear and convincing message to the right person at the right time, maybe to take action or encouraging them to think more positively about an idea.

And when marketers get it right, consumers are grateful – for example when brilliant birthday present ideas keep popping up on social media, or interesting gadgets, or clothes that you realise would be great.

Over many years I have been carrying out a global survey of tens of thousands of marketing directors, at national marketing association events I speak at, as well as other marketing conferences, seminars and workshops.

A common theme is how customers are changing, and how to reach them more effectively.

I have discovered from polls using a show of hands, that most marketing directors hate marketing. They tell me (with obvious embarrassment) that they don’t like being on the receiving end of other people’s marketing messages – emails, website pop-ups, text ads, YouTube ads or telesales calls.

These marketing directors are in good company.

The New York Times and Marketing Week both carried headlines recently stating that ‘People Hate Ads’.

So how could AI change this?

The average European is bombarded by 6,000 different ads a day, mostly online. Hardly surprising then that 60–70% skip all ‘payper-click’ adverts (where advertisers only pay if someone actually lands on their website).

Indeed 99.5% of pay-per-click adverts are ignored. Those are the ones in search results or on web pages.

Some ads are so huge and intrusive that it’s impossible to navigate a given page on a smartphone.

The purpose of marketing is to strengthen brands, but such techniques can destroy them; 90% of us already skip all video ads on principle, the moment an advertiser allows us to.

Delays can be infuriating.

Who has time to waste watching a meaningless ad for twenty-three seconds, to access a clip which you may watch for less than five seconds, before selecting another?

Impatience with video ads is also affecting broadcast channels and cable TV.

Speaking personally, I can’t remember the last time I watched a channel that forced TV ads on me.

This trend is a reason for the rapid growth of streamers such as Netflix.

AI has made little difference (yet)  to marketing quality

This is the dire reality of marketing today – what about tomorrow?

The truth is that in our ‘hyper-smart, digitally enabled world’, almost all ads are still completely irrelevant, time-wasting, screenfilling rubbish, a daily irritant that at times makes most of us really annoyed.

So what of the future?...

Daily Telegraph review (14 September 2024 UK): 

"If you need to acquire instant AI mastery in time for your next board meeting, Dixon’s your man. 

Dixon gives us plenty to think about: AI’s role in surveillance; AI’s role in intellectual freedom and copyright; AI’s role in warfare; AI’s role in human obsolescence – his exhaustive list runs to over two dozen chapters.

Business types will enjoy Dixon's meticulous lists and his willingness to argue both sides against the middle."

Read on - buy new book NOW. How AI Will Change Your Life.

Looking for world-class keynote speaker on Future Marketing AI? Call +44 7768511390

* Dr Patrick Dixon is one of the world's best known keynote speakers on global trends, often described as Europe’s leading Futurist. Author of 18 books, he has advised over 400 of the world’s largest corporations, often sharing platforms with their CEOs at their most important global events. His clients include Google, Microsoft, IBM, Intel, LinkedIn and many of the world’s largest manufacturers as well as governments. Patrick is a cancer physician by first training and his first start-up company some decades years ago was an AI-simulator, using computers to talk to and diagnose patients. His website globalchange.com has had 15 million unique visitors with 9 million video views.

How AI will change your life - Contents of Book

Chapter Headings:

Part One: How AI Is Evolving

1 The Truth About Artificial Intelligence 

2 Super-Smart AI and a Reality Check 

Part Two: How AI Will Shape Our Future World

3 Workplace AI

4 Office Workers - impact of AI

5 Healthcare - how AI will drive better health

6 Pharma, Disease Prevention and Wellness - how AI will transform pharma

7 Education – in School and at College - AI challenges to education

8 Adult Education and ‘Truth’ - why AI will redefine "Truth"

9 Software Development - AI will help but less than many think

10 Film-making and Music - get ready for AI revolution

11 Search Engines, Social Media, Publishing and Art - massive AI impact

12 Marketing - most campaigns will be driven entirely by AI

13 Retail - AI will have huge impact on retail eg fashion

14 Travel and Leisure - multiple impacts of AI on airlines, auto industry etc

15 Relationships - relationships with AI bots, and impact of AI on human to human relationships

16 Food Industry - AI will drive greater efficiency

17 Satellites and Space Colonies - impossible without AI

18 Manufacturing, Logistics and Supply Chains - major benefits from AI

19 Construction and Cities - AI will transform construction and the built environment

20 Environment - AI will consume huge amounts of power but also enable sustainability initiatives

21 Pensions and Wealth Management - AI already controls most investment decisions

22 Corporate and Retail Banking, and Insurance - AI poses major threats but will deliver cost savings

23 Cybersecurity - greatest risk from AI right now

24 Surveillance - AI is every dictator's dream tech

25 Military and War - get ready for AI driven wars

26 Government - AI will enhance government and threaten democracy 

Part Three: How Should We Respond?

27 Ten Steps for Governments 

28 Twelve Steps for Individuals 

29 Ten Steps for Companies 

30 Postscript – A Story 

Read on - buy new book NOW.  "How AI Will Change Your Life".

Looking for world-class keynote speaker on Future Marketing AI? Call +44 7768511390

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