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September 20, 2016

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New technologies ‘boost’ marketing

By Zhu Shenshen | September 20, 2016, Tuesday | Print Edition

THE use of artificial intelligence, augmented reality and virtual reality technologies has made advertising and marketing more user-friendly and interesting, officials with tech giants Tencent Inc and Google Inc said yesterday.

Picture recognition, AR-featured games and VR experiences have been adopted by advertisers, like Pokemon Go in McDonald’s, and VR room review has been used by firms like Ctrip.

AI and data analysis offer dot-com firms the ability to “predict” consumer behavior and fashion trends. The new technologies have brought data-driven firms, like Tencent, unique advantages, Steven Chang, corporate vice president of Tencent, said at an AI marketing forum in Shanghai yesterday.

“The technologies have changed marketing rules of the TV and newspaper era, even though they had existed for up to over 75 years,” said Chang, whose Tencent boasts millions of users on its social, game, video, news and e-commerce platforms.

Scott Beaumont, president of Google China, expects AI and data analysis to be key drivers in improving marketing methods, covering machine learning, picture recognition and integrated data analysis.

In China, VR has become a game-changing technology in the industry, making marketing more interactive.

More than 6.35 million VR devices are expected to be sold globally this year, 40 percent coming from China, according to industry analysts

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