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The next horizon in marketing lies within the realm of artificial intelligence (AI) production

Written by Shayla Smith

Media Analytics Executive



Artificial intelligence may be one of the biggest technological leaps in history. The culture of our society is developing faster than ever before by unlocking new business models, transforming industries, reshaping people's jobs, and boosting economic productivity. According to Britannica, Artificial intelligence refers to the simulation of human intelligence in machines or computer systems, enabling them to perform tasks that typically require human intelligence. This new and highly advanced technology advancement is intertwined with the world of marketing, by helping enhance a company's brand and capabilities. Everyone needs to come to terms with the fact that artificial intelligence is already being used in our daily lives.


The most recent news of the incredible production of AI was the creation of ChatGPT which for some was a hesitant resource to use due to the unethical and social considerations. However, this intellectual source is an advantage for anyone, it provides you with logical and accurate information.


Some argue that AI is taking over our culture, turning it from the human ability to reason and a natural learning curve to a simulation where machines are our new sense of authenticity. An issue that arises constantly is the lack of privacy due to AI. AI systems can collect, process, and analyze massive amounts of personal data. For example, let's dive into the social media app TikTok. Ankur News stated that TikTok has over 1 billion monthly active users and the artificial intelligence algorithm they use is key to its breakout success. Their algorithm drives user engagement by tracking every behavior as users watch the recommended videos. The app then maps out the user's personality, highlighting emotions such as sadness, happiness, apprehension, and other interests. Titkok uses AI as a way to enhance the user experience of both consumers and creators.


Moreover, nowadays marketing is highly dependent on AI due to the vast algorithms that optimize marketing campaigns in real time by analyzing data, identifying trends, and adjusting tactics based on customer behavior and preferences. Algorithms can track the customer's entire journey, even phone interactions, so that marketing can receive accurate attribution for customers' purchases. If you are a marketer, and you're not using AI or refusing to use it, you are missing out on the benefits of what is possibly the most transformational technology. According to Forbes, as a company goes through the ongoing process of developing a data and AI-literature culture they not only advance their skills within the fields but create an understanding of the importance of technology. Using AI is a competitive advantage and every marketing company is hopefully using it to its advantage.


Understanding AI is no longer a luxury but a necessity in today's digital age. It enables us to unlock AI's potential, navigate its ethical complexities, and make well-informed choices. By promoting AI literacy and responsible conduct, we can influence a future where AI contributes positively to society. Let us enthusiastically embrace the capacity to understand AI and actively engage in constructing a smarter, more promising future.


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