‘It’s not a slam dunk’: How will AI impact segmentation and targeting?
AI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
Generative AI is a phrase that will have crossed most marketers lips over the passed 12 months. The potential it has to change the ways marketers work – for better or worse – has been discussed frequently and at length. Whether it’s met with fear and trepidation or excitement there are certainly no shortage of potential use cases and people stating that AI is going to change marketing beyond all recognition.
In the first of a new series supported by Publicis Media, Marketing Week is looking to go beyond the AI hype to determine exactly how it might benefit marketers’ roles going forward. From its use in market research and business decision making to its potential to disrupt recruitment and how creativity is approached, there is much to explore.
First under the microscope is AI’s use in segmentation, targeting and positioning.
