From generative AI to predictive AI: the big U-turn that lies ahead

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Those who work professionally in the field of marketing and advertising are currently engaged in a passionate debate about artificial intelligence . This technology is the “hype” of the moment in the advertising industry , from whose lips endless disquisitions about the advantages and disadvantages of AI flow in torrents.

Marketing and advertising professionals are currently busy dissecting the first-order impact of AI on their daily work. But their endless discussions about this technology are based solely and exclusively on the present , focused on generative AI , and deliberately ignore the future of this technology, which is much more exciting and will cause an even greater earthquake in the advertising industry.

The next big thing in the field of intelligence may not be as spectacular as the images produced by Midjourney and company or the inexhaustible wisdom of ChatGPT , but it will have a much faster and more direct impact on marketing and advertising at the economic level. We are referring to predictive AI, which has every chance of overshadowing the dazzling brilliance of generative AI in the years to come.

The tools that marketing and advertising professionals usually look at specifically refer to the status quo , the state of things at a given time. In other words, such tools invariably look back with the ultimate goal of evaluating (always with hindsight or at most in real time) the actions undertaken in the field of marketing and advertising.

That's why the predictive AI that is on the horizon will likely turn the marketing and advertising industry upside down (much more than current generative AI) .

In the coming years, AI will put on the "fortune teller" costume
With the invaluable help of AI, marketing and advertising professionals will be able to play "fortun thailand number screening e-tellers" and anticipate the future. And as futuristic (redundancy intended) as this technology sounds, there are already companies currently working on predictive AI.

Last fall, Silicon Valley-based Kumo raised $18 million in a round of funding led by Sequoia Capital to use its predictive AI to ultimately make predictions based on the data (of a prophetic nature) that companies manage.

Even more promising is the technology that the Israeli startup VieRally is currently working on , a technology that prides itself on predicting nothing more and nothing less than virality on social networks. VieRally's technological solution is also capable of anticipating the communication crises that so often arise in the heat of 2.0 platforms.

The uses of predictive AI are practically endless, and can potentially answer a whole plethora of questions. What topics exactly will spark engagement? At what point in the conversion funnel will the customer make the decision to purchase? All of these questions and more can be answered by AI compiling data and then examining it closely to detect patterns.

The arrival of predictive AI will make strategic decisions made by marketing and advertising professionals more accurate and reliable (which will not necessarily have to be leveraged by years of professional experience to be optimal).

Predictive AI may be in its infancy right now, but as soon as it starts taking its first steps, the advertising industry will cling like glue to this new “hype” in the making.