The Differentiation Between AI & Machine Learning
Originally Published in: ExchangeWire
September 21st, 2017
“AI is going to be the phrase on everyoneâ€™s lips at dmexco, just as it has dominated this yearâ€™s media headlines. However, despite the excitement conjured by images of robotic futures, aside from IBM Watson and a small number of other companies, the ad tech industry is not yet using AI to its full potential. AI terminology has been adopted by marketers because it sounds impressive, but itâ€™s machine learning that is being used in itâ€™s place. The two have become synonymous with one another, but itâ€™s important to recognize they are not the same. AI is a computerâ€™s aptitude to think without programmed instructions. The focus for marketing needs to be on the algorithms that underpin AI, which make programmatic advertising possible. That is not to undervalue the importance of machine learning, but marketers need to refer to the tech correctly and differentiate the key concepts so that consumers have the opportunity to understand it.â€Follow The Exchange Lab (@exchangelab) and ExchangeWire (@exchangewire) on Twitter.