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Rob Weatherhead 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:

We are currently seeing the early stages of Artificial Intelligence (AI) influencing both advertising and broader marketing functions. Due to its technical foundations, AI is logically having the most impact on digital channels at this stage.

At present, I have mainly experienced AI being discussed or introduced to programmatic display advertising and in some third-party technology for managing paid search.

This makes sense right now, because to have such a technical discipline as AI work best, it has to influence the advertising channel in real time — something which is only achievable with advertising bought via technology.

Many of the programmatic technology providers will claim to have an AI function within their platform, which informs decision about which advertising to buy.

I cannot vouch for any of them 100%, as very few of these technology providers let you see 'under the hood' of what they are doing. But they are all very keen to talk about it or claim they are using it.

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