The round table discussion on artificial intelligence (AI) hosted by Impact and PerformanceIN in October 2018 revealed that while machine learning prompts great concepts, it is still not used at scale within the digital marketing industry. While Amazon has an impressive blueprint on how AI has strengthened their shopping business, many companies are not harnessing the true potential of what AI can deliver. Agencies should execute creative with machine learning in mind, improving the production process through to delivery and increasing impact throughout each stage. However, human-led creative process is still necessary. Machine learning for the affiliate marketing industry takes the manual work out of the process, making trading faster and utilizing data more efficiently. However, automation can potentially create more problems than it solves. The government's regulation of AI was also discussed, with the need for closed black boxes to remain for trust and transparency.
