ANA Marketing Word Of The Year: AI (Again)
- by Steve McClellan @mp_mcclellan, December 11, 2023
For the second time in six years, “AI” is the Association of National Advertisers’ Marketing Word of the Year.
The word is determined by vote of ANA members and according to the association, this year’s vote was a “landslide” in favor of AI.
It was also the ANA Marketing Word of the Year in 2017.
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In addition to voting, members cite reasons for their vote. Representative responses from those voting for AI this year include:
AI is changing the world, in terms of marketing and business.
Because it’s everywhere now, and I feel like it really permeated our entire world this year.
Everyone is afraid of and/or excited about it. Everyone is talking about how to use it. But also, everyone is wondering how it won’t make them obsolete.
AI is becoming a pervasive technology for our content creators and our consumers, with looming philosophical concerns as well as extraordinary potential for increasing efficiency for all sorts of tasks.
Because Generative AI will be the most disruptive technology for years to come, both good and bad. Marketing teams need to address the opportunity and risks head-on to stay ahead and ensure they are putting their best, most authentic content forward for their audiences.
In 2023 artificial intelligence took a leap that will be the foundation of how everything we do changes. If you’re not paying attention to it, you’ll be left behind.
AI has dominated the marketing conversation this past year like nothing else. New tools, new ways of working, new terminology, and new dangers, all generated by the infusion of AI.
Previous ANA Marketing Words of the Year have been pivot (2020), personalization (2019), brand purpose (2018), transparency (2016), content marketing (2015), and programmatic (2014).
