CHINA

DENTSU AEGIS NETWORK IS MAKING AI ACTIONABLE

17 Oct 2018


DENTSU AEGIS NETWORK IS MAKING AI ACTIONABLE

(17 Oct 2018, Shanghai) - Dentsu Aegis Network today releases ‘Making AI Actionable’ a report covering the development of AI technology in China and assessing attitudes towards the changing nature of work and the impact of artificial intelligence.

The study is based on surveys and interviews with over 2,000 marketing professionals in China and looks at the key areas where marketing today is utlilizing AI. Taking a deep dive into people’s understanding of artificial intelligence and exploring the whether AI is seen as a tool for deeper insights and increased effectiveness.  Or as death knell for our industry and replacement by robots.

The biggest gap we found was that whilst 86% of respondents believe that artificial intelligence will impact their industry over the next 2 years, only 26% had a firm understanding of exactly what AI is. 

With this in mind, the report focuses our deep dive into what we believe are the five key areas where the application of AI is impacting marketing best practice in China: Precision Targeting, Search, Speech Recognition, Computer Vision and finally in Content Creation.

A complex future demands an integrated marketing machine that works in harmony.  Our survey shows the confidence that marketers have in China in being able to constantly realign business and operating models around changing consumer needs. 78% believed in the power of AI to deliver deeper consumer understanding.

Susana Tsui, CEO Dentsu Aegis Network China commented; “The future of work is changing. We need to embrace the possibilities of Artificial Intelligence.  At Dentsu Aegis Network, we’re investing in smarter ways of working, investing in new skills.  Challenging our people to be more human, creative and focused on where we add value for our clients. Innovation is being driven by AI tech enabled products and services.”

 

 

Quick Read about the research:

 

Exciting Times

There has never been a more exciting time to be a marketer. The shift towards a digital economy is fundamentally resetting and reshaping how we can build brands.  Over the past 12 months, Dentsu Aegis Network has been exploring these dynamics. We spoke to 1,000 CMO’s globally to examine attitudes about how brands can win in the digital economy.  Our Digital Society Index assessed the performance of 10 economies across three key dimensions: dynamism, inclusion and trust. And our findings for China? China is the most optimistic nation globally. Chinese consumers have overwhelmingly positive perception on the impact of digital technology and artificial intelligence (AI) on work and life.  In this analysis we set out to examine how China’s marketers are embracing AI and assess attitudes towards automation across the marketing ecosystem.

Welcome to the machine age

Artificial Intelligence or ‘AI’ has been one of the most hotly discussed topics of the past five years. The term AI encompasses a wide range of technologies that can perform tasks characteristic of human intelligence, such as understanding language and recognizing objects. What separates AI from ordinary computer programming is the capacity for machines to correct themselves through trial and error, mimicking the cognitive functions of the human mind.

We conducted surveys and interviews with over 2,000 marketing professionals in China and looked at the five key areas where marketing today is utlilizing AI. Taking a deep dive into people’s understanding of artificial intelligence and exploring the whether AI is seen as a tool for deeper insights and increased effectiveness.  Or as death knell for our industry and replacement by robots.

The biggest gap we found was that whilst 86% of respondents believe that artificial intelligence will impact their industry over the next 2 years, only 26% had a firm understanding of exactly what AI is.  With this in mind, we’ve focused our deep dive into what we believe are the five key areas where the application of AI is impacting marketing best practice in China: Precision Targeting, Search, Speech Recognition, Computer Vision and finally in Content creation.