At the Possible conference, discussions on AI highlighted a shift in marketing focus from visionary potential to immediate, practical applications. Advertisers expressed interest in using AI to overcome challenges caused by a fragmented digital landscape, particularly as third-party cookies remain in use in Google Chrome. Companies like SWYM are exploring AI to enhance audience segmentation. Discussions also covered AI’s role in improving operational efficiency and tackling issues like fraud in digital advertising. Overall, AI is viewed more as a tool for practical utility than a future trend to watch.
A lot of brands are now starting to think, 'How do we have smaller portions of audiences and use more AI with better methodologies to optimize the actual outcomes you're looking for, as opposed to buying audiences blindly,' Patel explained.
What we saw at Possible this week was that overwhelmingly, people are thinking about using AI two different ways. The first is efficiency and operations. I heard a lot of conversations around leveraging AI to make businesses more efficient and ultimately service customers better.
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