Artificial intelligence (AI) refers to the development of computer systems that can perform tasks typically requiring human intelligence. These tasks include understanding language, recognising images, solving problems, learning from experience, and making decisions.
AI operates through a combination of data, algorithms, and computational power. It ranges from narrow AI, used in specific applications like voice assistants, recommendation engines, and chatbots, to more advanced systems capable of adapting and improving their performance over time through machine learning.
In marketing, AI is used to personalise content, optimise campaigns, predict customer behaviour, and automate tasks. While powerful, AI also raises questions around ethics, data privacy, and accountability.