artificial intelligence and machine learning The rules of the digital advertising game have changed, and the optimization driven by these tools is a turning point in the achievement of objectives by companies. But what are the main challenges facing AI-based advertising? What expectations do your promoters have? Adsviu, the only one ad tech which offers cookieless image similarity real-time advertising solutions, explains the main keys to the artificial intelligence revolution in the advertising sector.
Artificial intelligence, in numbers
Artificial intelligence is penetrating the business fabric, a practice that is gaining momentum in Spain. These are some of the most outstanding figures:
- The use of artificial intelligence and big data grew by 3.6 points in 2022 -compared to 2021- to reach 11.8% of Spanish companies with more than ten employees, according to the latest report of the National Observatory of Technology and Society (ONTSI). In general, large companies are those that registered the greatest increase.
- The use of these tools by Spanish corporations is within the average, occupying our country the fourteenth position at the European level in adoption of AIaccording to the same report.
- By sectors, the leaders in this matter are information and communication companies and ICT.
- Some estimates claim that Investment in artificial intelligence will exceed 20,000 million dollars during this 2023.
At a global level, the figures also reveal the potential of this sector that is gradually being implemented in companies and in the daily lives of citizens:
- The AI market has a market value of over $100 billion, according to the latest data from Statista.
- In 2021, the market for artificial intelligence in marketing was estimated at $15.84 billion. Furthermore, this value is expected to increase to more than 107.5 billion by 2028.
- As for advertising, which is one of the sectors that is most committed to artificial intelligence, it forecasts a growth of 29.6% by 2026, according to data from MarketsandMarkets, reaching a value of more than 13 billion dollars.
The challenges posed by AI in advertising
Faced with a rising market and the rapid advance of artificial intelligence tools, it poses a series of challenges for the advertising market:
- The data and its management: With the end of the cookie era, the use of AI is a safe bet, both in content generation and in data management. With it, a greater sectorization and customization of products is allowed, adapting to the needs and tastes of the consumer.
- The importance of formats that meet objectives for all parties. For the advertiser, greater brand awareness and improved conversion rate. For the consumer, who has access to a minimally invasive user experience and finds advertising to suit them.
- The differentiation In the face of increased competition: The rise of e-commerce has led to increased competition from other sellers and brands in multiple markets. To stand out, companies must develop a unique value proposition and use specific advertising strategies. AI will be one of the decisive values in this field, which will make it possible to offer a differential proposal.
- The role of creative artificial intelligence: Some formats such as deepfakes or GANS could substantially modify the advertising market, mainly production and distribution. This will lead, as is now being seen at the European level and in some countries, to the consequent legal regulation.
For Patricia Matey, CEO and co-founder of adsviu, the future of contextual advertising goes through artificial intelligence and other innovative tools that put the needs and tastes of the consumer at the center. “Brands are looking for advertising that generates awareness, but also that manages to increase traffic to their products and increase their sales. This is precisely what Adsviu’s technology does, understanding the tastes and needs of the user to offer them a product that adapts to them.”.
