AI and chatbots top both brand and agency perceptions of emergent technologies most important to their business. Over half of all brands and agenices surveyed expected AI to be among the most important, according to new research from WARC's Toolkit 20. Chatbots were a close second overall, though brands appear to be more exicted about AI (56%) than chatbots (46%), whereas agencies were more evenly enthusiastic (50%, 52%). IoT followed, with more than a third of all respondents citing its importance (37%).
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