NEW YORK – Amid growing concerns about data privacy, marketers have worked the past few years to wean themselves from tracking cookies that help to target online audiences with advertising. This process not only has made first-party data collected directly from consumers more important, but also the technologies such as artificial intelligence to help extract insights from data.

“Brands are going to invest more in building, collecting and managing the first-party data that they’re getting from their customers and clients,” Joe Doran, chief product officer at data-marketing firm Epsilon, a unit of Publicis Groupe, said in this interview with Beet.TV contributor Mike Shields at Advertising Week New York.

Epsilon for years has worked with predictive AI to help advertisers find the right consumers at the right time on the right media channels. Generative AI, which powers popular conversational apps such as ChatGPT, also will have applications for marketers, Doran said.

“A lot of marketing applications like clean rooms and data platforms — it’s really hard as a human to navigate those and build the query to find the right audience,” Doran said. “Having a natural-language interface into that could be a very interesting application, one of the areas that we’re very interested in exploring and seeing if it has merit.”

Privacy-active consumers by age, Cisco