An expert assessed the impact of AI development on the marketing profession

The development of the marketing profession is largely due to the progress in the field of recommendation systems and artificial intelligence (AI) - they are actively used to analyze consumer preferences, which allows companies to increase sales and offer more personalized products and services. Evgeny Frolov, PhD, head of the Personalization Technologies group at the AIRI Institute, told Izvestia on December 12.

With the development of the Internet in the 1990s, data became more accessible, it was then that marketers first began to apply personalized AI algorithms, the expert recalled.

"Technology allowed not only to increase sales, but also to create deeper relationships with customers. For example, if someone bought books from an online store, the system could suggest other works based on the preferences of customers with similar interests," he said.

In the early 2000s, when systems began to learn from huge amounts of data on user behavior, there was a need for qualified specialists who know how to work with the analysis of customer data and develop strategies on this basis, the expert specified.

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"Thus, one of the main tasks of marketers to analyze preferences turned out to be inextricably linked precisely with the development of recommendation technologies, which changed the approach to interacting with consumers," Frolov said.

At the same time, the final decision to buy a product from the list offered by the recommendation system is still up to the consumer, the expert noted.

Today artificial intelligence algorithms are able to simplify labor-intensive tasks: predicting consumer needs, making content plans, choosing the time for advertising placement, as well as budget management. At the same time, as the head of the Personalization Technologies group at AIRI noted, AI cannot yet replace professions that require analysis of complex socio-economic factors.

A great future awaits the market of voice assistants, which are able to solve various tasks in natural language, but also their work at the moment has its limitations, Frolov pointed out.

"Therefore, in the future, the market will increasingly value marketers' ability to competently use AI in their work. As today, success will depend not only on the availability of technological savvy of specialists, but also on the ability to practically integrate them into strategies and interaction with customers," the expert concluded.

On October 25, Vladislav Kurenkov, head of the "Adaptive Agents" group at the AIRI Institute, told Izvestia whether AI will be able to replace the profession of journalists. In his opinion, artificial intelligence will not be able to do it completely. In the near future, AI will be able to replace humans not in positions, but at routine stages of professional tasks: automating the writing of short news summaries, translations, transcripts of interviews or creating basic content on a narrow topic according to set algorithms, Kurenkov expressed his opinion.