Artificial intelligence (AI), the internet of things (IoT) interconnected with 5G networks and new generation marketing tools are set to significantly influence marketing this year, according to Deloitte.
The annual Tech Trends report surveyed more than a thousand CIOs. It found 44% of international corporations and large companies currently see the benefit of AI in enhancing products. While 42% of respondents saw it benefit internal process optimisation, and 35% saw improvements to decision-making processes.
Štěpán Húsek, partner in the consulting function at Deloitte said the company expect the role of AI in companies will grow fast. “In the current IT environment, cognitive tools have become a standard already. In the coming years, AI will serve not only to enhance employee performance but mainly automate a range of business and operational processes.”
The report also anticipates a rise in the use of IoT due to the launch of 5G networks which will provide greater speed for data transfer.
The research further suggests content management tools and SEO will be replace due to the social and mobile platforms becoming antiquated. Deloitte predicts experience marketing based on analytic and cognitive tools will take over.
“CMOs and CIOs will be forced to start using the arsenal of new marketing tools offered to them by emerging technologies,” Húsek added. “They will be able to understand customers better mainly thanks to data. During a customer decision-making process, analytics will be able to assess in real time what kind of experience it will offer the customer and when. In the end, new technologies should be able to provide the customer with relevant content in the right time.”
