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Generative AI: Generative AI refers to AI techniques that learn a representation of artifacts from the data, and use it to generate brand-new, completely original artifacts that preserve a likeness to original data. “They must also adopt a test-and-learn approach when harnessing innovative technologies, and shift toward an iterative ad planning process, in order to build effective and scalable advertising capabilities.” “Advertisers and digital marketers must adopt an operational mindset to stay ahead of these trends and other changes within the industry,” said Leah Leachman, senior principal analyst in the Gartner Marketing practice. The Gartner Hype Cycle for Digital Advertising 2021 (see Figure 1) evaluated 16 must-watch technologies within the context of the creation of a consent-driven economy, heightened regulatory scrutiny of “big tech” globally, and the increased skepticism on the value of advertising so that digital marketers can assess the viability of emerging and scaling technologies. Gartner analysts are discussing key issues facing CMOs and marketing leaders during the Gartner Marketing Symposium/Xpo, taking place virtually through Thursday. Generative artificial intelligence (AI), account-based marketing (ABM) platforms, identity resolution (IDR), shoppable media, and visual search for marketing are likely to have a transformational or high impact within the advertising industry in the next two to five years, according to Gartner, Inc.