GroupM has today released the results of its latest AI trends report, which comes with some illuminating finds, including the slowing of linear TV usage and the rise of audio-first devices.
The new report, which was written by GroupM’s global director of business intelligence Kate Scott-Dawkins and other GroupM contributors, explores the technology and behaviours shaping the next decade of advertising.
These include the aforementioned dissolution of linear TV, due to modern audiences having a lower tolerance of interruptive and irrelevant ads, as well as the increased used of digital audio assistants – via ear buds or smart speakers – which will see voice-activated search overtake text-based search.
The report also found increasing empowerment among users, with data likely to be managed on-device, as well as becoming increasingly obfuscated or anonymised by AI and privacy services.
Furthermore, AI-enabled marketing – which already accounts for 45 per cent of global advertising revenue – will grow so much that come 2032 it will double to more than 90 per cent of global ad revenue.
GroupM’s report also found AI advances and constantly evolving media channels could see marketers increasingly tying together products, consumer experiences and advertising experiences. Examples of this include:
–Automotive: The use of generative AI and digital twins will enable greater personalisation of advertising in the sector. Think a custom colour model shown driving in the buyer’s own city.
–CPG: Machine learning paired with genomic sequencing will make personalised nutrition and personal care products increasingly possible.
–Apparel: Computer vision, machine learning algorithms and generative AI could disrupt the apparel and retail industry by creating a vast gray market of copycat goods or user generated designs competing for image searches.
–Entertainment: Personalised storytelling could become a reality as ads and IP are customised based on audience data and/or selections.
