November, 20218 Imagine waking up one morning and realising that your phone does not open with your face ID. You somehow managed to open your phone to realise that your social media feed is not personalised. You went to check your email and discovered your mailbox is filled with spam mails. Now, you want to catch-up on world news and ask Siri or Alexa to help with this query, but they refuse to respond. You finally acknowledge that your morning hasn't been great and decided to drive to your new office and discover that the Google map isn't working. You can't log into your bank account, Amazon feed recommendation is not working, Netflix recommendation is not in line with your taste...This sounds like a doomsday scenario, but in fact this is a day without Artificial Intelligence (AI) in our life. The omni-presence of AI is a reality today. Almost everything we touch and see is powered by AI.In the 21st century, the development of AI has been fuelled by two factors - the massive explosion of data and then the discovery of high efficiency computer graphic card processors to accelerate the calculation of the learning algorithm.The industries which already employed machine interactions were early adopters of AI. That's the reason why today we see it prevalent in transportation, manufacturing, healthcare etc.Marketing has only recently joined the AI world. The need to understand human insight driven by intuitive and cognitive functions was never felt that it could be done with a machine algorithm.However, with the explosion of digital data and need for personalised content and targeting has now embedded AI deeply within the Marketing ecosystem.There are 3 areas in marketing where AI is now being used extensively:Product & Concept Development: Millions of dollars are spent in doing market research, meeting a meagre sample of people and then assuming that the learnings to hold true for the entire consumer base. No wonder majority of the new launches within CPG industry fail.AI on the other hand, sifts through massive amounts of diverse data (like search, social, blogs, influencer data etc), analyses and delivers insights on trends that can fuel innovation pipelines and brand positioning. Interestingly, it is being used by Marketers to rapidly generate and test multiple concepts at low cost. It is allowing them to test different creative composition like colours, visuals, creative line and test them in real-time in the digital world.At product development front, in the food &beverage industry, it is helping identify flavors, ingredients to develop products and predict its business potential. For NEW MARKETING WORLD OF ARTIFICIAL INTELLIGENCEBY ANUPAMA BISWAS, REGIONAL DIRECTOR ECOMMERCE, MEDIA AND ANALYTICS ­ AMEA, KELLOGGIN MYV EW
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