current
AI Pragmatism
The hype around AI is subsiding, leading to a more pragmatic approach focused on practical applications.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
After a period of inflated expectations, marketers are adopting a more realistic view of AI's capabilities. While acknowledging its potential, there's growing skepticism about its transformative power. "After two years of extraordinary hype…marketers are growing increasingly skeptical of the technology’s most audacious claims."
Context Signals
Focus on aligning AI initiatives with specific business problems.
Need for tailored AI tools and integration into existing workflows.
Growing concern about brand safety and misinformation.
Edge
AI's greatest impact may be on the media side, optimizing spend and partner combinations.
LLMs will democratize data access and empower non-data scientists.
AI-driven insights will sharpen competitive edges and enable more informed decision-making.
