This article is part of a VB special issue. Read the full series here: How Data Privacy Is Transforming Marketing.
After driving online tracking and personalization for years, third-party cookies are on their way out. The privacy concerns associated with tracking software have led internet giants to discontinue them. Apple and Mozilla have already got the ball rolling with their respective browsers, while Google is on track to follow suit sometime in 2024.
While this is great news for privacy enthusiasts, marketers are not thrilled with the development. They are also exploring alternate ways of driving their marketing and personalization efforts, such as bringing artificial intelligence (AI) into the loop.
“When marketers think about AI, they broadly think about three separate types of capabilities. First is generative-AI stuff, which is the ability of AI to create text or images (like GPT-3 or Dall-E) for content production,” Andrew Frank, distinguished VP analyst for Gartner, told VentureBeat. “The other area is the analytics side, which covers things such as emotion sensing or eye tracking to infer attention and response to an ad. Finally, the third capability is AI-based decisioning, where an AI decides how to personalize a site or what offer to send you next.”
Bringing AI and data into the mix
With these AI-driven capabilities, marketers can quickly scale to reach more customers with relevant content and campaigns. However, when the talk is about AI, data becomes an inherent part of the conversation. It is the “fuel” that powers the models, but also one that should be used responsibly to ensure regulatory compliance and the trust of customers.
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“The increase in data privacy regulations is forcing brands to take greater control of how they understand their customers,” said Raj De Datta, CEO of ML-driven personalization company, Bloomreach. “…They must tru …