Google’s third-party cookie deprecation has finally arrived to spell a new era in The Privacy Sandbox. From today (4 January 2024), Google Chrome is disabling third-party cookies for 1% of the users before completely stopping it in Q3 2024. Publishers and website owners who use third-party cookies to improve the quality of their services and content would now have to look out for alternative channels to experiment with their advertising efforts. Google has already launched a range of APIs to offset third-party cookies for identity tracking, advertising, and privacy management. In our Google third-party cookies deprecation series, global adtech leaders spoke to us about the consequences of this milestone event.

What is Google’s Third-Party Cookies Deprecation?

Google’s third-party cookies deprecation is part of the company’s Privacy Sandbox initiative. The Privacy Sandbox is a major development in the advertising landscape that supports the need to improve people’s online privacy while they use digital services without interruption. This initiative aims to reduce cross-site and cross-app tracking when users browse the internet for content, services, and jobs. By deprecating third-party cookies in Google, users can continue to enjoy an enriching browser experience without worrying about privacy. For publishers, this effort would ensure they can offer their content for free on sites and apps. Moreover, intrusive app trackers will become a thing of the past in 2024 once 100% third-party cookies deprecation takes effect. To discuss more, adtech leaders highlight the context of third-party cookie deprecation applied to different digital businesses.

Effects on Publishing Business

According to a recent report by PrimeAudience, 88% of marketers feel prepared for the deprecation of cookies. 56% of marketers are already testing for the cookieless future in 2024. 

Alexandra Theriault, Chief Growth Officer, Lotame, a data solutions company said, “30-50% of the web already blocks third-party cookies in Safari and Firefox by default, and that has yet to spur meaningful adoption of third-party cookieless solutions from brands and agencies. Although universal IDs have been adopted by 10s of thousands of publishers globally (as cited by sincera.io), the demand from agencies and brands to leverage these alternative solutions is meager. Google adding 1% of their piece of the pie isn’t going to drive the intended reaction necessary to prepare the industry for the end of the year. Google’s watered-down targeting capabilities that may offer to target are a far cry from the precision agencies and brands are accustomed to. The result will be worse-performing campaigns, a hit to most publisher’s yield, and less relevant ads for consumers.”

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Testing Cookieless Solutions in 2024

Eli Heath, Head of Identity – Lotame, added, “It’s important to note that this change affects only 1% of browsers, which is relatively minor considering that 30% of browsers, such as Safari and Firefox, already do not support third-party cookies. This small percentage is unlikely to drive significant changes among buyers, as DSPs will simply adjust their traffic optimization strategies for Chrome browsers that still use cookies. However, this development should serve as a wake-up call to re-energize and intensify efforts in testing cookieless solutions, especially by expanding the scope to include Chrome browsers. This testing phase is crucial. If we can identify and isolate the 1% of impacted Chrome browsers, it could provide valuable insights into the effectiveness of post-cookie solutions. This includes aspects of targeting and measurement in a Chrome environment without third-party cookies, building on the initial learnings we’ve already gleaned from Safari and Firefox.”

Jeremy added, “Lastly, personalization of the consumer ad experience will take a hit leading to more generic and less targeted messaging and creative. If Google does end up completely deprecating cookie tracking, this opens up the opportunity for innovation in the industry for new solutions focused on targeting, measurement, and attribution. In addition, there will be an increased focus on privacy which will be tied to even more regulation focused on data protection.

Should Google move forward with deprecating third-party cookies, it will substantially impact both ad tech providers and advertisers who will once again have to navigate and innovate to win. I believe this to be very dependent on how this 1% deprecation test will impact Google’s ad revenue. If it takes a hit, we could see further delays in the full rollout based on their current timeline.”

Google Tracking Protection for digital advertising

Mateusz Jedrocha, VP, of Branding Solutions – Adlook (cookieless and deep-learning focused DSP) mentioned the importance of Google Tracking Protection for digital advertising. Mateusz said, “The introduction of Tracking Protection by Google Chrome, a browser commanding a significant 64% of the market share, marks a pivotal moment in digital advertising. This move is particularly impactful for us at Adlook, where we focus on branding solutions. This development presents both a challenge and an opportunity in how we engage with consumers globally. We view the initial 1% deprecation of cookies as a crucial first step in assessing the viability of a cookieless environment. This phase allows us to perform essential tests and begin redefining our benchmarks and delivery metrics for branding campaigns in a world without third-party cookies. However, we believe that a gradual and transparent expansion of cookieless traffic is necessary for a comprehensive understanding and adaptation to this new landscape.”

Mateusz added, “At Adlook, we are keenly aware of the importance of guiding our clients through the intricacies of the cookieless transition. To this end, we have developed comprehensive Cookieless Transition Frameworks, which are designed to support our clients in navigating this new landscape. These frameworks are based on a phased and tailored approach, allowing for gradual testing and adaptation. Our objective is to facilitate a seamless shift from legacy buying methods to the new ecosystem, which is increasingly powered by Google’s Privacy Sandbox along with a variety of other cookieless solutions.”

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Advancements in generative AI significantly reshaped the way businesses operate in 2023. Many HR teams and departments began experimenting with these tools to streamline tasks and improve efficiencies. As we look ahead to 2024, what can we expect from generative AI when it comes to the future of work? We asked six technology experts to share their predictions.

Effective AI Governance Will Be Integral

AI is already embedded into our daily lives in many ways, and we should expect this trend to not only continue, but flourish, in 2024.

According to Gartner research, more than 80% of businesses are set to use Generative AI by 2026.

However, Ed Challis, Head of AI Strategy and General Manager for Communications Mining, UiPath argues that “the ability to deploy the technology responsibly is still largely immature, with concerns from executives around risk and governance.

“2024 will be the year this perception changes and organizations see AI progress from aspiration to implementation,” said Challis. “Effective AI governance is critical for driving strong AI results. If implemented correctly, it can go further than positively affecting productivity and efficiency – it can also enhance an organization’s risk and governance posture.”

AI’s Increasing Importance In Recruitment & Training

When looking at recruitment and training, Merijn te Booij, GM of Workforce Engagement at Genesys believes that AI will be used by companies to transform how they approach training and employee attrition.

“I predict next year we will see generative AI transform employee training and curriculum building,” said te Booij. “Currently, companies deliver standardized training across their workforce or employee segments in like-roles because it’s not scalable to tailor it to individuals. Often, we see the same training applies to senior, long-tenured people-leaders as it does junior-level staffers who are still early in their careers. Generative AI capabilities will vastly reshape how organizations build training personalized to each employee. It will also help organizations automate coaching, making it more efficient to deliver individualized support based on the precise needs of each employee.

In the future, te Booij believes that “organizations will also be able to tap into generative AI to help them predict attrition, retention, and career possibilities. Through more personalized coaching and training, it can provide insights into understanding which employees may leave or who may have higher potential. This will be discerned from signals within conversations, displayed behaviors, and performance, helping organizations understand where their employees fall on the spectrum so they can personalize plans to re-engage them, assign training, and help them advance their careers.”

Pamela Maynard, CEO, Avanade agrees, highlighting the countless benefits of adopting AI within business to streamline recruitment:

“AI allows recruiters to use the power of data to make better decisions, which can include analyzing CVs and job applications as well as assisting with the sourcing and screening of candidates. As AI begins to develop and has more data behind it, the technology can carry out tasks that usually require human intelligence, such as predicting a candidate’s success ahead of hiring and even how they may fit culturally, in an organization.

“With the help of AI in their role, recruiters can be more creative, and innovative and bring bold ideas to their work. With AI on hand to help with administrative tasks, workers can gain around 20 additional hours per week. The recruiting process becomes more time-efficient for recruiters as time-consuming and repetitive tasks such as screening, candidate sourcing, and initial communications can become automated.”

Humanity Is At The Core Of Our AI Innovation Journey

However, with AI permeating into so many of our lives, businesses will find themselves in need of a balance between new technologies and the essential human element. Companies will ponder how best to upskill the workforce alongside advancing technology, for organizational growth.

In line with maintaining the human element, Aaron Skonnard, CEO and Co-Founder of Pluralsight argues that “if you want to get the most out of AI, and any other technology, you need people with the skills to leverage that technology and who have skills across other domains important to your business.

AI can only take an organization so far. It’s the humans powering the technology that will truly drive innovation.

Skonnard also believes that “the next wave of tech learning requires leaders to bring learning directly to their teams, within the flow of work. Learning should become more of a conversation today, where content is the answer to specific questions that arise in the flow of work. Tech learning solutions need to embrace that conversational modality and experience. By making learning a natural part of technologists’ workflow, organizations will naturally begin to see their skills gaps close.”

The Centerpiece Of Leadership Transformation: Putting Employees At The Core

With employee expectations on the rise, we anticipate seeing a paradigm shift towards employee-centric leadership that fosters transparency, work/life balance, and a transformation in organizational strategies to meet these evolving workforce expectations.

Richa Gupta, CHRO, Globalization Partners (G-P) highlights that the future of work is here, but notes it is time for the leaders of the future to stand up and prioritize promoting a flexible workforce to maintain the UK’s position as a leading global economy for the new year.

“Employees expect more from leadership than ever before – more transparency, more commitment to work/life balance, and more willingness to incorporate their sentiments and preferences into the workplace. The mindset has shifted from ‘my paycheque to my purpose’; ‘my boss to my coach’; ‘my annual performance review to ongoing development conversations’. It is not an employer’s market anymore; it’s an employee’s market and workers aren’t afraid to search elsewhere to find a workplace, or leader, that fits their needs.

Gupta believes that in response “there will continue to be not only a transformation of leadership styles but in the overall organization of leadership strategy. Successful leaders will need to prioritize qualities and strategies that promote a flexible and open-minded workforce where credibility, reliability, and trust are paramount.”

Collaborative Teamwork Set To Shift Towards Greater Intentionality

With the evolving challenges that ensue from responsibly navigating the adoption of AI within business, Bryan Stallings, Chief Evangelist, Lucid Software predicts that “2024 will see teams becoming more confident and intentional about increasing the frequency with which they collaborate asynchronously.

“This shift is being driven by firms realizing that endless follow-up and planning meetings are hindering impactful collaboration and productivity. Effective working will continue to be defined by positive outcomes and the journey of how teams achieve those outcomes will be equally important. Additional gains will be realized as teams continue to embrace agile practices, and leverage techniques that help them to align more quickly on a shared vision and collaborate effectively to deliver great results.

Stallings concludes that as this future of work continues to take shape over the next twelve months, we will soon be saying, “How did we ever work any other way?”

A Glimpse Into 2024

As seen in 2023, it’s clear AI is reshaping the workforce of the future. 2024 will likely continue to bring surprising developments in AI applications, presenting new opportunities for companies to enhance employee support, whilst also streamlining processes.

However, the impact of AI on the world of work in 2024 and beyond is still unfolding. Business leaders must seize the moment here to implement upskilling initiatives, so employees have access to effective and continuous tech training regimes that will boost their familiarity with the integral tools moulding the future of work.

[To share your insights with us, please write to sghosh@martechseries.com]

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Transforming Healthcare With AI

According to predictions, the worldwide market for artificial intelligence (AI) in healthcare would expand from an initial valuation of $15.1B in 2022 to more than $187.95B in 2030, a compound annual growth rate (CAGR) of 37 percent. The North American artificial intelligence healthcare industry was worth USD 6.8 billion in 2022.

By 2024, artificial intelligence is expected to make great strides in the medical field. Deep learning algorithms improve the accuracy of X-ray, MRI, and CT scan interpretation, which is useful in medical imaging and diagnostics. AI plays a crucial role in the drug discovery process by sifting through large datasets in search of promising compounds and automating development. Using a patient’s unique genetic and molecular profile, personalized medicine employs AI to create individualized treatment plans. Using natural language processing to glean insights from unstructured clinical data, predictive analytics helps with patient outcome prediction and at-risk population management.

The research examines six key areas where AI directly affects the patient and three sectors of the healthcare value chain that might gain from more scaling of AI. It also looks at specific instances of current AI solutions in healthcare.

With the help of AI, telemedicine and RPM may provide patients with up-to-the-minute health information. To guarantee ethical AI use, legislative frameworks, and ethical concerns have come to the fore. Instead of seeing AI as a replacement for human healthcare providers, the focus is on how AI systems may work in tandem with them. The picture highlights the revolutionary integration of AI into several aspects of healthcare, which holds great promise for better diagnoses, personalized treatments, and overall patient care.

Read Top 20 Uses of Artificial Intelligence In Cloud Computing For 2024

10 Personal Healthcare Trends To Look Out For In 2024

AI and ML are transforming personal healthcare by enhancing diagnostics, treatment, and overall wellness.

Here are 10 trends to watch out for in AI and ML in personal healthcare in 2024:

1. Personalized Treatment Plans: AI will analyze individual health data to create personalized treatment plans, including medication regimens and lifestyle recommendations. There will be an uptick in the number of chances for patients to get individualized healthcare in 2023. Precision medicine is a part of this, and it involves making individualized medicines and treatment plans for groups of patients based on characteristics like age, genetics, and risk factors, rather than using a cookie-cutter approach. By considering an individual’s genetic information, or genome, the most cutting-edge customized healthcare systems can assist doctors in determining the efficacy of medications and the likelihood of adverse effects. These forecasts are occasionally assisted by AI and ML systems.
2. AI for Mental Health: AI-driven mental health apps and platforms will provide therapy, counseling, and support for individuals dealing with mental health issues. Forecasts indicate that by 2023, the market for AI tools, particularly ML tools used in healthcare, will surpass $20 million. There is a lot of evidence that AI-aligned technologies like pattern recognition algorithms, computer vision, and natural language processing may improve healthcare. These technologies are now widely used in the industry and will only become more so as 2023 progresses. Drug discovery is one area where AI is used; it helps predict the results of clinical trials and the side effects of new drugs. Another area is medical imaging analysis, where AI is used to use computer vision algorithms to detect early warning signs of disease in X-rays or MRI scans. It has also shown promise in the diagnosis and treatment of neurological diseases, such as Alzheimer’s and Parkinson’s.
3. Wellness and Lifestyle Management: AI will help individuals make healthier choices by analyzing data from wearables and providing personalized fitness and nutrition guidance. In 2023, wearable technology will be more popular among both patients and doctors for remote patient monitoring and health and fitness tracking. Smartwatches that can do complex scans like electrocardiograms (ECGs), smart fabrics that can detect blood pressure and predict the likelihood of heart attacks, and smart gloves that can alleviate tremors experienced by Parkinson’s disease patients are just a few examples of the incredible growth of the “Internet of Medical Things” in the past few years. The development of wearable gadgets that can monitor and identify indicators of mental diseases is gaining attention alongside physical sickness. Medical wearables could soon include some of the features shown in research published this year that show how physical markers like sleep patterns, heart rate, and activity levels can be used to determine when someone might be at risk of depression.
4. Health Data Security: AI will strengthen data security by monitoring and identifying potential breaches and unauthorized access to personal health information. These trends indicate the increasing role of AI and ML in personal healthcare, with a focus on enhancing individual health, improving diagnoses, and making healthcare services more accessible and convenient. Staying informed about these developments will be crucial for individuals and healthcare professionals seeking to harness the benefits of AI and ML in healthcare in 2024 and beyond.
5. Remote Patient Monitoring: AI-powered wearables and devices will monitor patients’ health remotely, providing real-time data to healthcare providers for proactive care. Patients with non-emergency ailments may now see their physicians more quickly and inexpensively through remote, live video sessions utilizing their computers or mobile phones. This is due to the restricted access to healthcare staff. Patients can also message their doctors and organizations using telehealth technologies to ask questions about insurance or adjust their prescriptions. Additionally, it facilitates easy access to health education for patients. In addition, a patient’s whole medical history can be more easily accessible with telehealth systems as they enable the integration of data from various patient visits and test findings into electronic health records. Particularly for long-term health issues like hypertension and cardiovascular disease, telemedicine allows patients to stay active participants in their treatment when integrated with data from health wearables.
6. AI-Powered Virtual Assistants: Virtual health assistants will use AI to answer medical queries, provide health advice, and assist with appointment scheduling and medication reminders. Accenture found that 62 percent of those who use healthcare prefer virtual solutions. The same poll also indicated that 57% of people would prefer a way to have their chronic health conditions monitored remotely. Also, for regular checkups, 52% would choose virtual treatment. Given the chance, 42% of customers would “definitely or probably” go for a virtual option, even for disease diagnosis. Babylon Health and other health service companies are now offering new telehealth services.
7. Genomic Medicine: ML algorithms will assist in the interpretation of genomic data, aiding in the diagnosis and treatment of genetic conditions. Medications are usually made with a “one-size-fits-all” mentality, prioritizing maximum effectiveness with minimal adverse effects. Genomic research, digital twins, and artificial intelligence have all enabled doctors to take a more individualized approach, leading to medicines that are a perfect fit for each patient. While it has the potential to alleviate chronic pain effectively, it also carries the risk of side effects when taken in large quantities. Working together, pharmaceutical firms and healthcare facilities can develop individualized diagnostic and therapeutic instruments. Based on particular criteria such as blood sugar levels, personalized therapy offers individualized advice for exercise, nutrition, and disease management. It swiftly results in safe medications for long-term health problems like preventing heart attacks, arthritis, cancer, and Alzheimer’s.
8. Predictive Healthcare Analytics: AI will predict health trends and disease outbreaks, helping healthcare systems prepare for and mitigate health crises. Software like this may do things like remind patients of their next check-ins or find out if people tend to miss their appointments. Hospitals may enhance patient satisfaction and prevent staff overburden by optimizing wait times and staffing based on more accurate patient counts.
9. Drug Discovery: ML-driven drug discovery will accelerate the development of new pharmaceuticals, improving treatment options for various medical conditions. It can take a long time—and a lot of money—for pharma firms to bring a medicine to market. To save time and money, machine learning might sift through mountains of health-related or biological data for previously unseen insights. From the first idea to the final results of a medication study, machine learning is already an integral part of the process.
10. AI in Radiology: AI will continue to enhance radiological diagnostics, aiding radiologists in the detection of diseases and abnormalities with greater accuracy. The resolution of these photographs can be improved by artificial intelligence using upscaling algorithms. The use of image data augmentation techniques allows for the synthetic generation of data for these types of models. To complete the radiology workflow, other AI algorithms may be fed these improved pictures.

Read the Latest blog from us: AI And Cloud- The Perfect Match

Smart Use of Artificial Intelligence in Health Care

The MGI has investigated the potential effects of AI and automation on the future of employment. Healthcare is one of the industries with the least amount of time that might be automated—only 35% of the time, and this varies by job type—but automation will impact most employment across all industries to varying degrees. The possibility of automation and the probability of its implementation are distinct.

The research is based on a middle-ground scenario that predicts that 15% of healthcare workers’ current shifts will be automated. The following graphic displays, for a variety of healthcare vocations in certain European nations, the percentage of working hours that might be eliminated by automation by the year 2030. This doesn’t take into account the possibility of subsequent upheaval due to other variables, such as customization, which can transform healthcare by centering on a “portion of one.”

When it comes to healthcare, how many jobs will be eliminated by AI and automation? The truth is that there is a huge and predicted growing manpower gap in the European healthcare sector. As an example, the present supply of 8.6 million nurses, midwives, and healthcare assistants across Europe will not be enough to fulfill present or expected future demand, according to the World Health Organization, which forecasts overall need for healthcare professionals to climb to 18.2 million across Europe by 2030.4Care providers essential to the daily lives of European people, such as home health aides, licensed practical and vocational nurses, and others, will be in high demand in the future, according to MGI’s demand analysis of healthcare activities. It shows that automation has the potential to help with healthcare manpower shortages, as demand for healthcare jobs is expected to rise. For instance, even though around 10% of nursing tasks might be eliminated by automation, the overall number of nursing employment is projected to rise by 39% by 2030.

More than only employment gains or losses, the workforce will feel the effects of changes to the nature of work itself. Any shift in perspective is a chance to reevaluate and enhance patient care. Up to 70% of a healthcare provider’s time is devoted to mundane administrative duties; AI can assist in eliminating or significantly reducing this burden.

As a result, healthcare education will need to evolve to place more emphasis on creativity, entrepreneurship, lifelong learning, and collaboration across disciplines rather than rote memorization of data. The most significant shift will be the requirement for healthcare companies to include digital and AI capabilities. This includes training frontline employees to use AI in their daily tasks as well as doctors to alter the traditional consultation model. Practitioners, organizations, and systems must all work in tandem to bring about this massive shift in corporate culture and capabilities.

Read: 10 AI ML In Banking And Finances Trends To Look Out For In 2024

The idea that this kind of AI employment would be both popular and controversial-free was a common thread running across the interviews. AI is capable of more. Improved patient outcomes and treatment quality are possible benefits of its ability to supplement various clinical activities and provide healthcare practitioners with access to relevant information. It has the potential to facilitate remote monitoring and patient empowerment through self-care, increase the speed and accuracy of tests, and make more information available to practitioners more quickly and easily.

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A report by Accenture states that AI adoption in the energy sector could result in a 20% increase in energy efficiency by 2035.

What Role Does AI Play in Reshaping the Energy Management Industry?

In recent years, AI has become an increasingly important technology in the energy and power industries. It can automate and optimize a variety of energy-related activities, leading to more efficient and less expensive operations, improved energy management, and less adverse environmental impacts. Demand forecasting is one of the most important areas where AI is being employed in the energy business. Utility businesses may improve resource allocation and management with the help of AI systems that can more precisely predict energy usage by analyzing data on consumer behavior, weather patterns, and other variables.

With the help of AI, the generation and distribution of energy might be optimized.

Machine learning algorithms, for instance, may analyze data from solar or wind power plants to identify patterns and make predictions about future energy production. The sometimes erratic output of renewable energy sources may be more manageable for operators. One of the most important applications of AI in the energy industry is in the field of building energy management. Artificial intelligence-enabled devices may monitor and assess a building’s energy use, identifying wasteful practices and providing recommendations for improvement. This has the potential to save building owners and occupants a lot of money while also reducing their carbon footprint.

Read: Top 15 AI Trends In 5G Technology

Energy Intelligence

Utilities may benefit from artificial intelligence (AI) capabilities like machine learning, natural language processing, and computer vision in a variety of ways, including increased accuracy in demand forecasting, more efficient energy generation and distribution, and faster troubleshooting of malfunctioning machinery. The efficiency and quality of services provided by a facility can be improved while costs are reduced.

Since utilities are under increasing pressure to optimize energy production and distribution to meet rising demand while also ensuring that their systems remain reliable and cost-effective, the market for AI in the energy and power industry has benefited.

The U.S. Energy Information Administration (EIA) estimates that global energy consumption will increase by over 50% between 2018 and 2050.

By improving the grid’s capacity to incorporate renewable energy sources and controlling energy storage and distribution, artificial intelligence can help alleviate a variety of problems related to renewable energy use. This has the potential to improve the power system’s dependability and stability while also decreasing the cost and increasing the sustainability of energy generation.

Read the Latest blog from us: AI And Cloud- The Perfect Match

Top Companies in the Energy Sector

• Alpiq
• SmartCloud Inc.
• General Electric
• Siemens AG
• Hazama Ando Corporation
• ATOS SE
• AppOrchid Inc.
• Zen Robotics Ltd.
• Origami Energy Ltd.
• Flex Ltd.

Top 10 Trends of AI in the Energy Sector

Smart Grids

A smart grid is an idea made possible by the use of AI in energy management. To maximize efficiency in power generation, transmission, and use a “smart grid” incorporates existing power infrastructure with cutting-edge technology such as artificial intelligence.

The International Energy Agency (IEA) estimates that smart grids with AI applications may cut power consumption by 10 percent and greenhouse gas emissions by 15 percent.

AI algorithms can evaluate real-time data from smart meters, sensors, and IoT devices to discover abnormalities, forecast equipment breakdowns, and optimize energy flow. AI helps utilities find that sweet spot between supply and demand by smartly regulating energy distribution. Less energy wasted and a marked improvement in the effectiveness of the grid as a whole. Artificial intelligence is about to have a profound effect on the energy management industry.

Microgrids

Microgrids are smaller versions of electricity grids that may function autonomously from the larger, more central grid. Artificial intelligence and machine learning are utilized by microgrid control systems to regulate energy flow and maximize efficiency. Microgrids are gaining popularity due to their ability to integrate renewable energy sources into the energy grid and offer backup power in the event of an outage.

Detecting Energy Theft and Fraud

As much as $6 billion is lost annually in the United States due to electricity theft and fraud in the energy and utilities sector.

Energy theft occurs when someone illegally takes power from the grid. Misrepresenting energy statistics or use is considered energy fraud. Automated anomaly detection with AI and ML can alert utilities to potential problems. In doing so, energy providers may safeguard their assets, cut down on unnecessary energy use, and pocket the savings.

Grid Management Energy Efficiency and Demand Response

Sustainable energy management relies heavily on improving energy efficiency, and AI is crucial in this regard. Artificial intelligence systems can analyze consumption habits and construct energy models to pinpoint inefficiencies and provide solutions to cut down on waste.

Artificial intelligence makes possible demand response schemes that pay people to reduce their energy use during high-demand times. Consumers may help alleviate grid congestion and support a cleaner energy environment by using AI-enabled smart devices and home automation systems to engage in demand response efforts.

Read: AI and Machine Learning Are Changing Business Forever

Energy Trading

Due to the time-sensitive nature of energy delivery, trading in energy is distinct from trading in other commodities. For energy dealers, this poses a difficulty but also an opportunity since the energy market is becoming more liquid. Predicting energy demand and giving traders real-time information about energy pricing are two ways in which AI and machine learning might improve the efficiency of the energy trading market.

Energy brokers can use this data to better time their purchases and sales of energy. Power purchase agreements (PPAs) are a new kind of financial contract that may be executed on the blockchain. The adoption of blockchain technology improves the effectiveness of these contracts since it speeds up transactions, lowers associated costs compared to more conventional PPA platforms, and is built on a more robust and reliable infrastructure.

Grid Safety

Because of its complexity, the electricity infrastructure is susceptible to cyberattacks.

By thwarting cyberattacks in advance, AI and machine learning can make power systems safer for everyone. Data analytics is used to look for indicators of a cyberattack in energy usage data. Artificial intelligence and machine learning can be used to counteract cyberattacks once they have been detected.

Read 10 AI In Manufacturing Trends To Look Out For In 2024

Predictive Analytics

AI’s use of predictive analytics is a significant addition to the field of energy management. Predicting energy consumption patterns, weather conditions, and equipment performance are all areas where AI systems thrive through the analysis of massive amounts of historical and real-time data.

A recent report predicts that global AI in the energy sector is expected to reach $7.78 billion by 2025, driven by the increasing adoption of predictive analytics.

For instance, utilities may improve electricity generation and distribution by using AI algorithms to forecast peak energy demand. In addition to saving money, this improves the reliability of the power grid. AI aids energy suppliers in making wise choices and optimizing resource allocation through precise predictions of energy usage.

Customer Engagement

AI and ML are being put to use for the first time in the energy industry to improve interaction with customers. Companies in the energy industry may better serve their consumers’ demands by applying AI and machine learning. Data analytics are used to learn about customers’ energy consumption patterns, and those patterns are then used to tell consumers about how they might cut their energy use through behavioral changes.

Boosted Output

The energy industry is likewise making use of AI and ML to boost output. Machine learning algorithms are being used by the oil and gas industry, for instance, to optimize well location and boost output. Companies may make more informed judgments about where to drill for oil and gas by analyzing data gathered from seismic surveys and other sources. This will improve energy efficiency while also making the electricity grid simpler and more efficient.

Energy-Storage Devices

By 2030, the energy storage industry is expected to have expanded by a factor of 20. Integrating smart energy storage devices into the electric grid is a step toward more effective energy management. Virtual power plants, which are made possible by energy storage and allow utilities to meet peak demand even when supplies are low, are another example of this trend. As a result, fewer new power plants will need to be constructed by the energy industry.

The post 10 AI In Energy Management Trends To Look Out For In 2024 appeared first on AiThority.

As we embark on the financial landscape of 2023, Mastercard takes center stage with a series of groundbreaking developments that reshape the future of digital payments and financial technology. Mastercard, a global leader in payment solutions, kicks off the year 2023 with a slew of transformative news stories, highlighting its pivotal role in driving innovation and shaping the way we conduct transactions.

In the dynamic world of finance, Mastercard stands as a beacon of innovation, and the top 10 news stories for the year 2023 offer a glimpse into the company’s strategic maneuvers and technological advancements. As the digital economy continues to thrive, Mastercard unveils a tapestry of significant news in 2023, showcasing its commitment to revolutionizing the way we approach payments, security, and financial inclusion.

From cutting-edge advancements in contactless technology to strategic partnerships fostering financial inclusivity, Mastercard’s top 10 news stories for 2023 encapsulate a narrative of progress and adaptability in the ever-evolving realm of global finance.

Top 10 News of Mastercard in 2023

Dynamic Yield by Mastercard Unveils Shopping Muse, the Next Generation Personal Retail Assistant

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The use of AI in gaming is not a new development. For a few years now, the global gaming industry has been using AI tools to create exhilarating interactive experiences for users. In 2023, truly speaking, AI in gaming made a massive transformation with ChatGPT and other LLM-powered generative AI tools. As we head into the New Year 2024, we are expecting another mammoth year for AI-driven gaming software makers. We spoke to industry experts from AppLovin, Adust, and Wurl to understand the growing appetite among gamers for AI-based personalization. The panel of speakers includes:

1. Daniel Tchernahovsky, VP of Global Business Development at AppLovin
2. Andrey Kazakov, VP of Demand at AppLovin
3. Simon Dussart, CEO of Adjust
4. Simon Baptist, Director of Commerce Business at AppLovin
5. Katie Madding, Chief Product Officer at Adjust
6. Gijsbert Pols, Ph.D., Director of Connected TV and New Channels at Adjust
7. Ron Gutman, CEO at Wurl
8. Keith Bedford, GM, EMEA at Wurl
9. Dave Bernath, Vice President of Sales & Partnerships, Americas at Wurl

Emerging technologies like AI will significantly influence game creation and growth in 2024

Daniel Tchernahovsky, VP of Global Business Development at AppLovin

“Recent advancements in AI are helping app developers create games much faster and at a lower cost than ever before. The lower cost of creation allows developers to experiment more early on, create easier content, market test that content, and incorporate feedback quicker into their production. For example, if you build a runner game, you can use AI to generate different running environments like a sports stadium, a field, or a wooded trail. This is an easy, cost-effective way to create more levels and add longevity to a game that I suspect we’ll see implemented more widely in the year ahead.”

AI-driven personalization will help gaming developers create more engaging player experiences

“The best way for gaming developers to increase long-term retention is to make their game or app feel like it’s designed especially for their players. AI helps by enabling the developer to segment users and customize game progression so it feels as if the game’s level of difficulty has been uniquely calibrated to a user. Segmentation can create custom experiences that feel unique to each user, which leads to more engagement – and that leads to more retention. We’re likely to see more of this application of AI – in gaming and beyond – to personalize app experiences and successfully retain users.”

Advertisers get more creative with the way they acquire mobile users in 2024 

Andrey Kazakov, VP of Demand at AppLovin

Trends we see include advertisers going outside of mobile inventory like CTV to acquire users. We also see advertisers experimenting with web flows. Moreover, next year is going to further embrace advertisers’ ability to work with new partners and drive their growth by differentiating in a way that they get new users.

Looking at a longer time horizon, in general, it is about building a foundation within companies that enables the advertiser to act rapidly to any changes. This means advertisers need to have a growth stack that empowers them to measure what they buy, so they know the exact performance across a variety of channels that are out there. They also need a process to expand their user acquisition channel portfolio so they can act and new additions to it and scale. A focus on foundation sets up businesses to succeed in any environment.

AI will optimize mobile app user onboarding flows and improve retention

For mobile app businesses, fostering long-term user retention is essential. AI-driven personalization plays a pivotal role. It helps customize features or content to suit specific user cohort’s preferences, making the app more appealing and “stickier. AI can also help improve the onboarding experience, which is the first critical step for user retention.

We anticipate that more companies, particularly those outside of retail, will use AI to analyze and optimize their app onboarding. This is a make-or-break moment in the user’s relationship with an app: If there’s any friction at all, the user may never open the app again. Therefore, creating a delightful onboarding experience is a top priority for any app developer – and AI will become a standard tool to support this pivotal step.

Modern marketers are ready to fully embrace the term ‘affiliate marketing’

Simon Baptist, Director of Commerce Business at AppLovin

“As the world awakens to the paramount importance of privacy and consent, affiliate marketers have and will continue to be torchbearers of trust. Among marketers, they possess an unparalleled connection with their audiences.

With the spotlight on first-party data strategy, data collaboration, and audience insights, it is affiliate marketers who wield the deepest understanding and historical collaboration with the brands they champion. We don’t need to hide affiliate marketing under the guise of partner marketing. Rather than rename it, I predict that in 2024 more people will be stepping forward to claim it.

We continue to see mobile increasingly dominate online shopping (54% of sales this Black Friday came from mobile, up 10% from just one year ago). This trendline will continue up and to the right. As marketers grapple with the convergence of paid advertising and owned media, it’s imperative that affiliate marketing continues to take center stage as its role in influencing the entire buyer’s journey cannot be understated. M-commerce will soar in 2024, and a large part of that will be thanks to the power of affiliate marketing.”

Predictive analytics bringing stability and consistency to the developing landscape of cross-channel measurement  

Simon Dussart, CEO of Adjust

“Mobile to CTV, PC & console and back to web… Regardless of what new channels might become popular over the next few years or new privacy regulations that might be introduced, marketers need to get the best return on investment, so the question advertisers are asking is, ‘How do we know where we should spend’?

In the past, most of the focus on measurement was aggregating data from a few sources and comparing the results to see how they performed and where you should invest in the future. But machine learning and AI are giving us the ability to predict, with 90% accuracy, a user’s lifetime value at days 3, 7, 14, and 30. Within the first 24 hours, marketers will be able to identify if a campaign is attracting high-value users so they can invest more or stop the campaign in favor of other channels. And that’s where we see budgets being spent better and having better ROAS.

Predictive analytics and automated workflows, combined with incrementality and media mix modeling, or MMM, will give marketers a 360-degree understanding of how they should be spending their marketing dollars – and on what platforms or channels. This is the future of modern growth marketing and measurement.”

As investment in AI is set to soar in 2024, embracing its potential for mobile marketing will be crucial for staying competitive 

Katie Madding, Chief Product Officer at Adjust

“The mobile marketing industry has made significant strides in AI this year, giving marketers access to more meaningful data than ever before, and helping them to make even smarter, more informed decisions. As we look to the year ahead, mobile app marketers will be searching for their measurement partners to take the next step and address another crucial question: How can AI take all of this data and use it to make the smartest possible decisions for marketers?

Using ongoing analysis of data, advanced learning models have the potential to provide informed predictions and make strong recommendations to marketers. In less time, and with more accuracy, this will help marketers to figure out how to best optimize budget spend to reach their audience and drive results. This is something that we’re going to see growth marketers really interested in exploring.”

Embracing sophisticated approaches to measurability will be crucial for standing out as a streaming service 

Gijsbert Pols, Ph.D., Director of Connected TV and New Channels at Adjust

“FAST channels that want to be taken seriously by advertisers need to stand out with measurability. A move toward more advanced measurability will likely drive standardization within the industry to ensure that metrics are comparable across different platforms and campaigns.

Brands and companies will increasingly move beyond simplistic attribution models, and adopt multi-touch/cross-platform models to consider the full customer journey and understand how different interactions contribute to conversions and LTV.”

The fusion of content and commerce will redefine the TV-watching experience 

“Retail media will become a pivotal part of the future of advertising as consumers can make purchases directly off their TV screens. Perhaps one of the most obvious examples, cooking programs could seamlessly integrate with grocery delivery apps, allowing viewers to purchase ingredients straight off their screen to their doorstep. The fusion of CTV and commerce creates an interactive platform where every click has real-world implications.”

CTV will become the household’s central digital hub 

“In 2024 we’ll see CTV offering a transformative user experience that transcends traditional boundaries. Just as the smartphone revolutionized what can be done using a phone, the digitization of TV will do the same for television. In fact, CTV can transform the TV from a device for watching content to the central digital hub in every household. The convergence of stationary and social will not only elevate user engagement but also create more robust opportunities for advertisers to connect to consumers with many different interests.”

In the next five years, the transition from cable to streaming will be complete

Ron Gutman, CEO at Wurl (an AppLovin company)

“I predict that within the next five years, the transition from cable television to streaming will be complete. Despite enormous shifts in the Connected TV space, we’re still currently only halfway through this migration. In the beginning, the focus was on moving content to streaming. The next phase as we head into 2024 will be about moving viewership, where the growth is still ahead of us.”

CTV will become a true performance channel

“Advertisers will finally leverage Connected TV as a true performance channel. Advancements in AI-driven technologies and performance marketing solutions will give rise to more targeted and personalized CTV experiences. This, in turn, will give streamers and publishers the ability to accurately measure and attribute a viewer’s actions to a specific campaign, enabling advertisers to turn marketing efforts from a cost center to a revenue driver.”

Marketing will be imperative to grow audiences

Dave Bernath, Vice President of Sales & Partnerships, Americas at Wurl

“In the US, we’re in a plateauing – or reset – moment in the streaming market, most obviously with studios and their SVOD services. I also see this happening in the free space, specifically with FAST channels. More premium content is coming to FAST, which is a good thing. But, the growth in overall viewership is still relatively modest and the programmatic ad market continues to disappoint. As a result, platforms, publishers, and OEMs face the difficult reality of needing to spend more on marketing during an uncertain market. I think the choice is obvious: Organic growth is not going to cut it. In 2024, we’ll see who steps up to spend the marketing dollars required to grow their audiences, and who stands pat and starts getting left behind.”

2024 will be the year of the bundle

“2024 will see the rise of streaming services joining the legacy bundle, as evidenced by the recent Charter Disney deal. I predict we’ll see more SVODs partner with MVPDs to bundle offerings. While this represents a retreat to the wholesale model, it is likely to add some stability to subscriber counts. Bundles work and consumers are less likely to drop any particular service when it’s part of a broader package that includes broadband, cable, or satellite and phone. I don’t know that it will slow the rate of cord cutting, but there does still appear to be tens of millions of households where this model could work and help both parties.”

The integration of EPGs into smart TVs will drive discovery

Keith Bedford, GM, EMEA at Wurl

“The integration of EPGs (electronic program guides) directly into smart TVs will grow the streaming market, giving manufacturers more control and consumers easier access to discover content. This will, in turn, create a more personalized viewing experience, and, ultimately, significant potential for ad revenue generation.”

FAST adoption will speed up in EMEA

“While the US is witnessing the transition from traditional TV to FAST (free ad-supported streaming TV), cord-cutting is less prevalent in EMEA due to the abundance of free TV content, which may lead to a different approach to ad-supported streaming in this market in 2024. Still, with top-tier broadcasters like ITV, the BBC, and Germany’s DWR/ARD making their mark in Europe’s CTV market, we’re likely to see the adoption of FAST and CTV more broadly speed up this year.”

[To share your insights with us, please write to sghosh@martechseries.com]

The post AI in Gaming Predictions for 2024: Featuring Industry Experts from AppLovin, Adjust and Wurl appeared first on AiThority.

After extensive research of more than 25 hours, this is the best of the best list I could have ever prepared.

Well here is a complete well-researched list of the Top 50 Fintech Influencers. Below is the name list along with their LinkedIn profiles by which you can directly follow/connect with them. The following list has been prepared in descending order of their followers on LinkedIn. The Top 10 among them have been discussed in depth with a snapshot of their career and interest in the fintech domain.

Introduction

The financial technology sector has been expanding rapidly during the past 12 months. People who have shared their insights to improve the Fintech and Digital Finance Ecosystem are the driving force behind the Industry.

These people have recognized the pandemic as a chance to broaden their collaborations with other financial institutions and promote the widespread use of digital technologies. Their goal is to set the tone for the entire ecosystem.

Marketing, money, and even the best way to shoot a selfie with your brand new smartphone—all of these topics and more are being driven by influencers. They are the ones pushing for change and facilitating investment in the technologies and fields that produce desirable outcomes.

Top 50 financial technology thought leaders to follow.

These influencers rely heavily on social media to spread their message. Then there is the influence-providing backbone of blogs, podcasts, newsletters, speaking engagements, and the like, which spreads the word far and wide.

Discuss the Top 10 Movers and Shakers with me!

1. Ankur Warikoo

With a fan base of over 20 million Ankur has developed a strong online community. With more than 15 years under his belt, he has established himself as an entrepreneur, best-selling author, online instructor, and content developer. Inspiring millions of people to go after their dreams, his books have topped the Nielsen bestsellers list in India. He also started Webveda, a website where more than 350,000 people globally can take courses on topics like business management and personal development.

When it comes to personal finance, startups, careers, and education, he is a prolific content creator who has amassed a following of over 9 million people across multiple social media platforms.  Additionally, he is a mentor to and investor in early-stage companies, particularly consumer online firms. He is drawn to teams with a high tolerance for risk, a thirst for knowledge, and a willingness to try new things.  His goal is to educate the public so that they may make decisions in life based on information rather than guesswork.

Read: State Of AI In 2024 In The Top 5 Industries

2) Alex Xu

With almost 5 million fans Alex has won over the minds and hearts of many people. Alex Xu is a novelist and software developer. He has a best-seller on Amazon’s “Distributed Systems & Computing” shelf with System Design Interview.

An Insider’s Guide. As of the end of 2020, translations of his book into seven languages (including Traditional Chinese, Russian, Japanese, Spanish, Polish, Simplified Chinese, and Korean) will have been completed.

3) Linas Beliūnas

Whether you’re interested in digital innovation, the future of technology, or the intersection between artificial intelligence and finance, he’s the man to follow. Linas is an ambitious business developer, sales expert, and FinTech strategist who wants to make a difference. In a positive way. His undergraduate degree is in Economics (with a double emphasis in Economics and Politics), but he has been interested in and/or employed by the Financial Services industry ever since his freshman year.

He was able to get a head start on my career and try my hand at a variety of professions and financial institutions (including Western Union, Danske Bank, and Norne Securities) because of this. He has been in the FinTech industry for over six years now, and he strives to improve and expand his knowledge every day.

Read: 4 Common Myths Related To Women In The Workplace

4)Lex Sokolin

With 3,000,000 people rooting for him, Lex still has a long way to go. Before my current role as Chief Economist at ConsenSys, he served as the company’s CMO and Global Fintech Co-Head. He has worked on AI, blockchain, AR, and VR. AdvisorEngine, a financial management platform with roboadvisor DNA, was bought by Franklin Templeton, where he served as COO and drove product design and corporate development.

Additionally, he served as CEO of NestEgg, a roboadvisor that uses algorithms to provide investment advice. He has written for numerous publications like the Wall Street Journal, the Economist, the Financial Times, CNBC, Reuters, American Banker, ThinkAdvisor, Financial-Planning, and Investment News to develop his perspective on Fintech and Futurism. Money2020, LendIt, Techonomy, General Assembly, In|Vest, T3 Enterprise Edition, and the FPA are just a few of the conferences where he has shared his thoughts on the future of technology.

5)Jim Marous

Jim is followed by 2,500,000 people. The #1 retail banking podcast, Banking Transformed, is hosted by Jim Marous, who has been named one of the top five banking influencers for a decade.

We have an insight from Jim himself on a one-on-one interaction-

“The fintech space is as active and dynamic as ever, with changes happening faster than ever. The power of this list of influencers is that people across the world can access insights about the future of fintech simply by following the content created and shared by these leaders.”

Marous is also a sought-after international keynote speaker, co-editor of The Financial Brand, and owner and publisher of the Digital Banking Report. Marous guides all aspects of financial services’ transition to digital. CNBC, BBC, CNN, The Wall Street Journal, The New York Times, The Financial Times,

The Economist, The American Banker, Accenture, Harvard Business Review, and Cheddar have all featured Marous, and he has spoken in front of audiences ranging in size from seven to seven thousand. Jim has also served as a financial policy advisor to the White House.

Read: Top 10 Benefits Of AI In The Real Estate Industry

6)Efi Pylarinou

Approximately 2 million people follow Efi. Dr. Efi Pylarinou is a veteran of Wall Street and a former academic who is now recognized as a top global thought leader in the fields of fintech and technology.  She is one of Onalytica’s “Who’s Who in AI” top 20 professional influencers for 2021 and one of their “Top 20 Fintech Influencers” for 2021 and 2022. According to Refinitiv for both 2019 and 2020, she is the most influential woman in the world of finance and data.

Awards Magazine also included him in their list of the Top 100 Tech Influencers.  She has a Ph.D. in Finance and is, therefore, an authority in her field; she is also a host, author, and speaker. She is a member of the Faculty of The Fast Future Executive, where she gives presentations on topics related to the future of finance and money.

7)Aakash Gupta

Aakash has more than 1.7 million followers. Chief Product Officer of Apollo. Proven success leading big PM teams at Google, Epic Games, Affirm, and other companies to expansion. Wharton Business School graduate with a background in economics and high school coding competition experience. When there are too many product releases, they don’t affect the right KPIs.

His approach to product management is just the opposite. He is an expert in influencing business results. This holds for both business-to-consumer and business-to-business SaaS offerings, both fundamental and PLG. In addition, he publishes the largest paid newsletter in the world aimed at computer professionals. 

8)Oliver Bussmann

Over a million people are following you. Senior Technology Executive Oliver Bussmann has been a leader in the High Tech and Financial Service industries at UBS, SAP, Allianz, Deutsche Bank, and IBM for more than 30 years. Oliver is a Change Agent who can lead large-scale, cross-cultural, trans-continental transitions that unite people, produce tangible results, and set businesses apart from the competition.

In the fields of financial technology, blockchain, enterprise mobility, and cloud computing, Oliver is a recognized leader. One of the first chief executive officers to recognize the potential of social media to grow his company.

9)Marcel van Oost

Almost a hundred thousand devotees. His life has been full of ups and downs, but now he is a connector in the FinTech industry. He’s a FinTech connector based in Amsterdam.

Not only for himself but for the whole FinTech industry, which presumably includes you and me! He helps us stay on top of the rapidly evolving FinTech industry by providing us with daily material and news updates.

10)Panagiotis Kriaris

Getting closer and closer to a million. He has spent his whole professional life at the intersection of business and technology, holding executive positions in fields as diverse as FinTech, payments, retail, e-commerce, and digital projects.

Having held major positions in Commercial/Corporate/Small/Medium Enterprise Banking, Retail Banking, Payments, and FinTech, among other areas of the financial sector. His focus during the past few years has been on innovation, strategy, business growth, strategic partnerships, and the creation of new enterprises and products.  He is a well-known expert in the field of finance, and as such, he is frequently invited to speak at conferences and other events all around the world.

Read: Elevating Skilled Talent With AI Tools, Trainings and Resources

Conclusion

We have an insight from Jim himself (host of the Banking Transformed podcast) on a one-on-one interaction in which he discussed the role of a fintech influencer and why are they important.

“Fintech influencers play a pivotal role in shaping the perspectives, knowledge, and strategies of leaders in retail banking and the broader financial services industry. Their impact extends across various dimensions:

Acting as thought leaders and evangelists for innovation – They promote awareness and understanding of new fintech developments and trends, and why they matter for the future of banking and financial services.

Providing insights and analysis – Through blogs, videos, podcasts, and other formats, they offer valuable perspectives on the strategic implications of fintech for incumbents. This includes assessing threats, identifying opportunities, and recommending potential responses.

Sparking discussion and debate – As respected voices, they stimulate conversation and examination of fintech issues across the industry through social media, conferences, and advice to mainstream media.

Challenging the status quo – Their outside-in view questions conventional wisdom and pushes banks and financial firms to re-examine assumptions about customers, capabilities, and competitive landscapes.

Highlighting real-world examples – They showcase inspiring case studies of fintech innovation and disruption in action to make the possibilities tangible. Educating on new tech – From blockchain to AI to open banking APIs, their simplified explanations help demystify complex technologies for non-technical executives and professionals.

Providing strategic counsel – Banks, vendors, regulators, and startups leverage their expertise via advisory roles to stress test strategies and transform business and operating models.

Amplifying other voices – By engaging the broader fintech community, highlighting diverse perspectives, and mentoring emerging influencers, they enrich the discussion. In summary, prominent fintech influencers serve a vital role as provocateurs, educators, analysts, and strategists guiding the financial industry to harness new technologies for the digital era.

The goal of most fintech influencers is to help incumbents evolve.”

The post Who Are The Top 50 Fintech Influencers To Follow? appeared first on AiThority.

 Adaptive streaming technology platform SeenThis and Audi have announced the results of their first digital campaign together, with SeenThis’s innovative adaptive streaming technology used in a digital display and VOD campaign to promote Audi’s Q4 Sportback e-tron.

Thanks to SeenThis’s cutting-edge technology, there were no file-size restrictions on the creatives uploaded, with all assets optimized and the quality of the video stream always adapted for the user’s bandwidth – to provide the best possible experience with minimum data consumption.

The campaign launched in France on September 5th and ran until October 8th across three IAB formats: 300×250, 300×600, and 729×90. According to Audi’s media agency Re-Mind PHD France, this led to a doubling of the click-through rate (CTR), from 0.11% to 0.22% compared to previous campaigns. Streamed with SeenThis technology, the campaign also transferred an estimated 33% less data compared to delivering the same quality creative using conventional technology. This resulted in an estimated 10% avoided CO2 emissions from creative delivery.

Jesper Benon, CEO at SeenThis, comments: “The campaign marks the first time that SeenThis has worked alongside Audi. It was great to see both the media and CO2 performances of the campaign exceeding expectations. We’re all about combining performance with sustainability and high quality – optimizing with lightning-fast ad-loading that grabs users’ attention and leads to more efficient use of resources.”

Stéphanie Cantau, Media Manager at Audi France comments: “We were ambitious for our campaign for Audi Q4 Sportback e-tron, with its unique design which concentrates the best of Audi driving, offering unique sensations on the road. And, so we were thrilled that this campaign reflected the brand’s passion for innovation and progress, while also reducing carbon emissions through the latest technology.”

The teams worked together with Re-Mind PHD France to drive optimal results, with Ludovic d’Aubert, Associated Director at Re-Mind PHD France adding: “We wanted to highlight the Q4 e-tron model in a very premium way, with clear differentiation and impact. The majority of the budget – 70% – was allocated to performance, while monitored KPIs included CPC, CTR, CPV, volumes of clicks and visits, time spent on the landing page, and conversions.

Across the board, the work exceeded all our expectations.”

SeenThis launched an Emissions Dashboard earlier this year to enable advertisers to track both campaign performance and carbon emissions, with emission reports available at the campaign, creative, and agency levels. Its investigations into the relationship between data wastage and CO2 emissions have also led to the publishing of a whitepaper. SeenThis technology is compatible with all major ad servers, publisher networks, and third-party providers. 

Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere.

With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 1000+ brands in 40+ countries, the company is on a journey to reshape the internet – for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet. 

[To share your insights with us, please write to sghosh@martechseries.com]

The post SeenThis and Audi Double CTR and Cut Emissions in Inaugural Partnership appeared first on AiThority.

Generative AI in marketing is a disruptive force– every aspect of marketing is permanently reshaped by the novel technology. According to a survey of 1800 global CMOs and marketing executives, organizations are allocating a significant portion of their budgets to include Generative AI in marketing technology stacks. More than two-thirds (76%) of organizations are ready to fully embrace generative AI in marketing to unlock new revenue opportunities, enhance customer experiences (CX), and gain a competitive edge in the marketplace. In 2023, generative AI or gen AI has forced organizations to embrace a culture of innovation and experimentation, with compliance, ethics, and governance at the center, with their Marketing Technology tools and solutions. Capgemini’s report titled, “Generative AI and the Evolving Role of Marketing: A CMO’s Playbook” highlights the game-changing impact of Generative AI in marketing efforts and the future of generative AI-enabled marketing campaigns in 2024.

No other technology has proliferated our lives faster than gen AI. For instance, ChatGPT reached 100 million users within two months. AI has made an impact on every business function within an organization. Sales, Marketing, Customer Service, HR, IT, Finance, and Operations departments heavily rely on ChatGPT-like tools and capabilities to harness the power of data analytics for automation-driven real-time decision-making. Marketing departments, in particular, are at the forefront of generative AI adoption for selective applications in website development, content marketing, video and image generation, chatbots, and search.

Why do Marketers Love Generative AI in Marketing Tasks?

Generative AI, by definition, can learn from a wide range of data points, applied to specific tasks and situations. According to Hubspot, marketers use AI to create better and faster content. 35% of marketers use AI for research, generate new ideas, and write better copies. 48% of marketers consider AI-powered inspiration as a major benefit of using Generative AI in Marketing. 49% of marketers feel AI content is more personalized, while 50% believe AI enhances the quality of their copy.

The pattern-derived learning of AI models such as LLMs helps users to generate texts, speech, videos, images, and in some cases, neural sentiments.

Today, Gen AI tools can perform creative tasks for various operations. In some cases, tools like Bing, BARD, Synthesia, DALL-E2, Midjourney, and ChatGPT can even outperform human efforts. Marketers love using gen AI tools for the obvious reason that they can be easily integrated with the existing Marketing Technologies for email, content management, CX, and so on.

According to Capgemini, the Marketing function is rapidly embracing Gen AI despite their organizations adopting a “wait-and-watch” approach in 2023.

Top Use Cases of Gen AI in Marketing

With Gen AI adoption, technology investments in the Marketing and Sales functions have soared significantly in 2023. The state of implementation of generative AI in marketing highlights the importance of time-saving capabilities in content generation, personalization, and financial opportunities. According to Deloitte, 82% of early AI adopters have already gained financially from their AI investments. In the next two years, 90% of global marketing leaders will increase the use of gen AI. Despite open talks related to the biases, hallucinations, ethics, and accountability of gen AI tools, marketing leaders are optimistic about their AI-focused martech investments for B2B and B2C sectors.

Top Applications of Gen AI in Marketing

Designing and Content Generation

Marketing teams are using Gen AI tools for designing and generating content for their websites, emails, newsletters, surveys, social media posts, messengers, chats, and videos. In most omnichannel campaigns, AI has replaced design teams. In 2024, we could find generative AI tools proliferating deeper into multiple channels to engage with customers with augmented and mixed reality content. Regardless of the channels they choose, marketing teams will be able to deliver a personalized customer experience.

Marketing Analytics

Generative AI in marketing functions can transform the way teams leverage analytics for measuring performance and impact. Platforms such as Google Cloud and Adobe Experience Cloud help marketers create advanced audiences and segmentation to power superior customer experiences for omnichannel campaigns. Data-driven marketing insights can increase CLTV with prioritization of customer sentiments, ad spends, and real-time recommendations for upsells/ cross-sells.

Conversational AI for Voice and Chatbots

Marketing teams use conversation AI technologies for their voice and chatbot-based customer experience management solutions. Generative AI in marketing using voice and chatbot technologies helps in creating an intuitive customer service and support workflow. These can understand complex customer queries and generate relevant responses with little or no intervention from human marketers. As gen AI tools get more advanced through self-learning models, marketing teams can expect to improvise on their ability to improve customer interactions and reduce the friction in customer journeys.

Event Planning and Marketing

AI-borne events are the future of B2B marketing. Webinars, virtual conferences, and product launches could all see a dash of generative AI in the coming months. At AiThority.com, we covered events organized by Salesforce, Adobe, Cisco, Intel, AWS, NVIDIA, and others — these events showcased their AI themes with powerful AI-generated messaging and content. Using AI for events planning and marketing reduces production time with personalized content generation and automation techniques. For marketers, events ROI can be quickly scaled by driving registrations and engagements through AI and bot-based interactions.

According to Capgemini’s CMO’s Playbook on generative AI in Marketing, here are the top use cases:

• Data Analysis
• Personalization and CX
• Campaign creation
• SEO
• Image and video generation
• Text content creation
• Brand avatars
• New product development
• Metahumans
• Customer service management
• Brand metrics and sentiment analysis

Other areas where gen AI in marketing is making the biggest splash are shown below:

Marketers are not pausing on their AI investments despite challenges related to transparency and copyrights. Almost 80% of organizations have allocated a budget for gen AI integrations or plan to do so in the next six months. Leaders believe gen AI initiatives will lead to brand enhancement, cost efficiency, innovation, time optimization, and improved customer experience. However, as 70% of enterprises are potentially exposed to ethical challenges and legal issues, there is still much work to be done.

For example, less than half of companies (42%) are prepared to address copyright infringement cases for AI-generated content. 

Our team spoke to Eliza Nevers, SVP of Product at Lotame about AI’s role in marketing and advertising. Eliza said, “Brands and agencies remain cautious when it comes to handing over large portions of their operations to artificial intelligence. But, that doesn’t mean they aren’t looking to master the tech and seek future advantages (and efficiencies). Therefore, companies — particularly agencies — will scramble in 2024 to upskill talent with help from the right partners. Meanwhile, media buying agencies will focus on training specific AI models to get ahead, as more ad buying is likely to be executed and optimized by machines over time. We’ll continue to see the rise of AI consultants as a competitor to agencies, which will likely drive agencies to expand their services in this realm to better compete, and serve clients.”

Likewise, Nicola Kinsella, SVP of global marketing at Fluent Commerce said, “AI had quite the year in 2023, dominating the headlines with major analyst firms predicting its significant impact over the years to come. But to be successful in 2024 and beyond, AI will be forced to rely on the very sources many fear the technology will replace: people and data. Retail data is highly complex and dynamic with siloed information that is constantly in flux, whether it’s consumer buying behaviors, delayed shipments, product shortages, or labor demands. Teams equipped with retail order and inventory data management systems will play a major role next year to help produce and maintain clean, accurate, and accessible data needed for businesses to take full advantage of AI.”

Generative AI and Machine Learning: B2C versus B2B Campaigns

When it comes to incorporating Gen AI in marketing strategies, marketers in the B2B sectors are only slightly behind their B2C counterparts. However, the gaps will close between the two with B2B marketers testing and experimenting with Gen AI more actively than B2Cs.

The budget for generative AI in marketing technology investments has grown significantly in 2023. According to Capgemini, surveyed organizations have earmarked 62% of their martech budget for AI-focused initiatives. These efforts highlight the evolution of generative AI in marketing and customer support. In B2C organizations, CMOs are assuming much larger roles and taking greater accountability for revenue growth and profit-making. Most B2C CMOs are keenly investing in Martech platforms such as SaaS-based Marketing Clouds, CDPs, Customer Journey Platforms, and Analytics.

Future of AI in Marketing Technology: What CMOs should Prepare for

The report mentions that gen AI in marketing will augment human creativity, and not replace it.

Challenges with Generative AI in Marketing

Accepting hard facts and trustworthiness about generative AI in marketing are the top challenges for CMOs in 2023. Within six months, organizations that believed the benefits of generative AI outweighed the costs and risks decreased significantly. In April, 74% of organizations agreed generative AI benefits outweigh costs and risks; by October, this number dwindled to 57%. Despite challenges, CMOs could continue to leverage gen AI in their marketing technology strategies for assistance with long-term brand building, and enhanced customer service.

66% of organizations use gen AI for innovation in new channels in addition to the reduction in marketing costs.

To prove a point, Capgemini mentions the AI-generated marketing campaigns owned by Coca-Cola, Spotify, Wendy, Nestle, JP Morgan Chase, Heinz, Mercedes, Casper, and others.

Apart from the obvious risks and compliance-related challenges, organizations agreed that finding a balance between generative AI and human creativity tests their strategies. On average, 55% of organizations stated that balancing gen AI efforts with human creativity is an ongoing challenge in 2023. Experts believe that expecting machines to 100% match human emotions and build a deep emotional connection is beyond AI’s capabilities at the moment.

By the end of the decade, gen AI could create new opportunities for CMOs to augment human creativity through advanced analytics, intuitive decision-making, emotional conversations, and context understanding. By 2030, most organizations could be differentiated from each other as “AI innovators” or “fence-sitters.”

[To share your insights with us, please write to sghosh@martechseries.com]

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