How AI is Shaking up the Advertising Industry

How AI is Shaking up the Advertising Industry

The advertising world is watching with both enthusiasm and despair the massive changes that artificial intelligence is bringing. Will AI help advertising agencies create even more creative and high-performing campaigns, or will the agencies themselves simply become obsolete?

“The sector will survive, but it will become smaller.”

Several agencies are responding to the AI revolution in their own way. “Using EPAM's technological expertise, we are building solutions to engage with our customers in a much more personal and real-time way,” said Pierre Pôlet, Senior Director of Empathy Lab.

“For the Hugo Boss fashion brand, for example, we developed a system that allows customers to log in with their smartphone when they enter a store. Then we also immediately know if you are a regular visitor and what your favorite brands are, so we can give you personalized advice. Another example is the use of AI for customer technical support. Many companies direct their customers to a website where they have to find their own product from a long list of products. We developed an AI chatbot for one of our brands that knows what product someone bought and can give much more precise advice.”

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