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JULY 2018
ARTIFICIAL INTELLIGENCE
Myth versus reality in the digital advertising world
europein association with
europe
ii
ii
A thriving digital ecosystem depends on digital advertising powered by innovation,
creativity and efficiency. We are pleased to have worked with Xaxis on this research which highlights that the application of Artificial Intelligence in digital advertising can deliver better targeting, optimisation and business growth.
— Townsend Feehan, CEO, IAB Europe
CONTENTS
HYPERLINK \l "_TOC_250005" Executive Summary 1
HYPERLINK \l "_TOC_250004" Introduction 3
HYPERLINK \l "_TOC_250003" Methodology & Participants 4
HYPERLINK \l "_TOC_250002" What is AI? 6
The Current Application of AI in 8
Digital Marketing
Achieving Core Business and Digital 10
Advertising Objectives with AI
HYPERLINK \l "_TOC_250001" Challenges and the Future of AI 14
HYPERLINK \l "_TOC_250000" Conclusion 16
EXECUTIVE SUMMARY
The Understanding the Current and Future Impact of Artificial Intelligence survey undertaken by Xaxis in association with IAB Europe sought to explore how Artificial Intelligence (AI) helps brands to achieve business and digital advertising objectives.
The results overall highlight how AI is a valuable tool for all stakeholders, producing tangible business outcomes.
THE KEY FINDINGS OF THE SURVEY ARE:
°80% of those surveyed, viewed AI as the next industrial revolution.
°
°Almost 80% of respondents have a good understanding of AI. Intermediaries were the most confident in understanding AI with 91% somewhat or very confident. 80% of agencies said
°
they felt confident in their understanding.
AI has been seen to have had a positive impact/influence on business objectives.
°Nearly 50% of those surveyed felt AI improved productivity and increased competitive advantage.
°
°AI was seen to facilitate effective targeting and was able to enhance digital
°
advertising objectives – right person, right place, right time. Indeed, better targeting was cited by 61% of
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