This article was originally published in eMarketer. You can read the full article here.

There are many ways that marketers can use artificial intelligence (AI), but so far, targeting and audience segmenting are among the most common uses for the emerging technology.

In a May 2018 survey of 400 digital advertising professionals worldwide conducted by Econsultancy and MediaMath, just one-fifth of respondents said that they don’t plan to use AI for audience targeting or audience segmentation. Nearly half of those polled already use AI for these purposes.

About four in 10 of the worldwide advertisers surveyed by MediaMath and Econsultancy said they use AI for media spend optimization. This is another application of AI that is increasing among marketers as their demand-side platforms add AI features to increase the probability that a given programmatic bid will win its auction.