How Ai Will Soon Change The Ad World

Industries are using artificial intelligence to deliver tasks with precision and speed. It's upending a lot of well-laid processes. Even creative professions are not immune

- HARISH BIJOOR

THE year 2023 is well nigh over. Hasn't it whizzed by all too fast? Even as it has, if I am to look for one phrase that has had the global world of business engrossed this year, there is no contender to match artificial intelligence. AI has promised the moon and delivered the entire solar system. This baby has grown up to be an animal all its own. It has delivered. It has morphed. In terms of ability, speed and a 360-degree embrace of all kinds of businesses. AI today works as a key component in the much-touted Israeli Iron Dome as well as in the advertising industry, which has typically touted that human creative can never be replaced by machine creative.

What then is AI and what is its promise? The answer is simple. When your computer (and remember your smartphone is one) is able to fulfil tasks just like you do, sentient AI has arrived. Al is the ability of a machine to learn just like you and I; more so its ability to keep learning continuously. Add to it the ability to excel in repetitive chores. Add the lack of bias. Garnish it with speed, and you have a potent cocktail of what's going to rule us and our imagination in the future, starting 2024. The future, in many ways, is already here.

The year gone by has seen me working closely with AI applications in many businesses. For this piece, I will take the friendly industry of advertising that all of us understand. We are a generation exposed to advertising of every kind all the time. Let me tell you the learnings from my work in this space.