Mumbai: GroupM’s new study titled The Next 10: Artificial Intelligence forecast shows that AI-enabled advertising will be a $1.3 trillion dollar business by 2032. By then, it’s likely that AI-enabled advertising will represent more than 90% of all advertising as channels like TV, Audio and Outdoor become more digital, addressable and programmatic.
Some major implications include,
- Declining reach of linear TV and less tolerance of irrelevant, interruptive ad pods.
- Growth of audio-first devices with digital assistants (e.g. earbuds and smart home speakers) means that voice search will overtake text-based search.
- Data will most often be managed on-device and will be increasingly obfuscated or anonymized by AI and privacy services.
Advances in AI and these evolving media channels could result in marketers increasingly tying together products, consumer experiences and advertising experiences:
- Automotive: the use of generative AI and digital twins will enable greater personalization of advertising in the sector—i.e.: a custom color model shown driving in the buyer’s own city.
- CPG: machine learning paired with genomic sequencing will make personalized nutrition and personal care products increasingly possible.
- Apparel: computer vision, machine learning algorithms and generative AI could disrupt the apparel and retail industry by creating a vast gray market of copycat goods or user generated designs competing for image searches.
- Entertainment: personalized storytelling could become a reality as ads and IP are customized based on audience data and/or selections.
