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Derek Cheng is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.

Here's the complete contribution:

AI for marketing, like most business processes, will likely focus on mining and interpreting data. There is real value in AI to deepen into audience identification while automating message-to-buyer matchmaking. It's already happening to some extent, with programmatic advertising, lookalike modeling, and intent marketing. Given that advertising is just a form of content, content distribution itself will likely go that route.

At the same time, new AI technologies will likely start becoming more prevalent to try and shield buyers from irrelevant marketing, and perhaps even help buyers 'self-select' their audience profile and interests. This likely leads to the possibility that individuals will be able to monetize themselves as a buyer - "pay for my attention and maybe I'll buy your product." To do that at scale, you need an AI/machine learning approach. The internet is not free. You have to pay to use it: either through money or your attention. Why not just tell marketers the kind of products you're interested in or the pains you're trying to solve?

Once we have a massive amount of data on each buyer (collected through digital actions or identification), then will be the battle of the bots to find viable points of engagement.

Much like AI in other industries, there isn't much in terms of regulatory protection yet. Maybe we need an AI for that :).


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