BXP - January/February 2018 - 8

8

THE SCENE

p i an o d i ap h r ag m / S h ut t e r St o c k . c om

f l o w g r ap h / S h u t t e rS t oc k .c om

Zapp2 photo / Shutte r S toc k.c om

n e w s f r o m t h e b r a n d i n g , d e s i g n a n d m a r ke t i n g w o r l d s

AI Voted ANA Marketing Word
of the Year For 2017
The ANA (Association of National Advertisers) has named AI

■ AI has gone from something to think about to real-world

[artificial intelligence] the marketing word of 2017.

development and implementation.

The word was chosen from a list of finalists determined by

Examples of artificial intelligence include cognitive comput-

ANA staff, and voting was done online during the week of

ing, e.g., IBM's Watson, driverless cars and voice-enabled

November 27, 2017; 403 ANA members participated.

digital assistants, which include Amazon's Alexa, Apple's Siri,
Google Now, and recommendation engines. A good example

Representative verbatim comments from those who voted for

of the latter is Amazon, which uses algorithms based on data

Artificial Intelligence included:

including a user's purchase history, items in the shopping cart,
items rated and liked, and what other customers have viewed

■ 2017 was the year that AI moved from being this weird, mis-

and purchased. Artificial intelligence is also used in marketing

understood term on the periphery of marketing consciousness

automation, programmatic ad buying, chat bots and customer

to this weird, somewhat understood term spiraling closer to

service.

the epicenter of marketing, on an unavoidable collision course
with our daily lives and jobs.

Other top choices in the 2017 Marketing Word of the Year voting were transparency (the 2016 Marketing Word of the Year),

■ It's not just the marketing word of the year. It's the transfor-

content marketing (the 2015 Marketing Word of the Year), and

mative phenomenon that's going to reshape the world as we

influencer.

now know it.

JAN/FEB 2018

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B r an d E x p e r i en c e


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Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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