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Only 26% Chinese marketers understand AI: Report

Dentsu Aegis Network released ‘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 utilising AI. Taking a deep dive into people’s understanding of artificial intelligence and exploring whether AI is seen as a tool for deeper insights and increased effectiveness, or as a death knell for our industry and replacement by robots.

The biggest gap we found was that whilst 86 per cent of respondents believe that artificial intelligence will impact their industry over the next 2 years, only 26 per cent 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 per cent 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.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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