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According to new Gartner research, two types of emerging artificial intelligence (AI) — emotion and generative AI — are both reaching the peak of the digital advertising hype cycle. This is thanks to AI’s expansion into targeting, measurement, identity resolution and even generating creative content. 

“I think one of the key pieces is that the options for marketers have been accelerating,” Mike Froggatt, senior director analyst in the Gartner marketing practice, told VentureBeat. “When you think about the fragmentation of digital media, ten years ago, there was display, search, video, rich media, but now, there’s podcasts, over-the-top platforms, blockchain and NFTs. AI is helping marketers target, measure and identify consumers, even generating the content that can appear in those channels, creating all new artifacts to give marketers a voice in those channels.” 

Traditional methods for targeting customers are depreciating, noted the Gartner report, Hype Cycle for Digital Advertising 2022, evolving from an assumed quid pro quo to an explicit consent-driven media and advertising economy.