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According to new Gartner research, two types of emerging artificial intelligence (AI) — emotion and generative AI — are both reaching the peak of the digital advertising hype cycle. This is thanks to AI’s expansion into targeting, measurement, identity resolution and even generating creative content.
“I think one of the key pieces is that the options for marketers have been accelerating,” Mike Froggatt, senior director analyst in the Gartner marketing practice, told VentureBeat. “When you think about the fragmentation of digital media, ten years ago, there was display, search, video, rich media, but now, there’s podcasts, over-the-top platforms, blockchain and NFTs. AI is helping marketers target, measure and identify consumers, even generating the content that can appear in those channels, creating all new artifacts to give marketers a voice in those channels.”
Traditional methods for targeting customers are depreciating, noted the Gartner report, Hype Cycle for Digital Advertising 2022, evolving from an assumed quid pro quo to an explicit consent-driven media and advertising economy.
While Google continues to delay the date it will stop supporting third-party cookies — which digital advertisers have historically relied on for ad tracking — digital marketers will need to learn to adapt as customer data becomes more scarce and targeting difficulty increases.
Emotion AI: Opportunities and privacy challenges
According to an analysis by Gartner analyst Andrew Frank, emotion AI technologies “use AI techniques to analyze the emotional state of a user…[and] can initiate responses by performing specific, personalized actions to fit the mood of the customer.”
Frank says it is part of a larger trend called “influence AI” that “seeks to automate elements of digital experience that guide user choices at scale by learning and applying techniques of behavioral science.”
With public criticism around the use, or even potential use, of emotion AI tools, privacy and trust will be essential to emotion AI’s success, said Froggatt.
“It’s going to have to be transparent in how it’s being used and we’re going to have to move away from bundling it in types of tracking within apps that c …