1 . The effect of artificial intelligence（AI）will be felt across various industries，and advertising is no different．From programmatic buying to e﹣commerce，AI is already changing how brands connect with consumers．The real future of AI in advertising will rely on people working together to create experiences which bring real value to consumers．

"Brands don't just exist because of what they say but because of what they do．They must create new customer interactions（互动），"says Ogilvy Consulting Senior Partner Pierre Robinet．"These interactions have to be useful，sharable and personal，providing an essential service at the right moment and in the right place．"

It is predicted that by 2020，85 per cent of customer interactions will be managed without the need for a human being．This presents a fantastic opportunity to rethink customer strategy（策略）．How do we connect with an AI﹣empowered customer who speaks more than he writes，who uses his face and fingers to interact with his devices，who prizes a hassle﹣free experience？

"AI is going to influence the revenue（收益）structure of any company，"says Robinet．"Sellers are always trying to be more exact in predicting which product you want to get from their platform．Amazon is already moving goods into their warehouses（仓库）based entirely on predictive demand，moving the model from'shopping then delivery'to'delivery then shopping．'"We are presently in an exciting period of experimentation，where brands and marketers are exploring the different possibilities and applications of AI．Decision﹣makers now must figure out how AI can influence business models and be a driver of growth．

In order to overcome fear and mistrust of issues like the mishandling of data，Robinet believes that each and every consumer should be equipped to understand these technologies so they can make a wise decision．"On one side，we need more fairness and ethics（道德标准）in AI，as well as specific frameworks and rules to do so，"he says．"While on the other，we need to give people the right tools，services and education，and motivate them to share their data．"

1. What is the author's attitude towards using AI in advertising？

A．Cautious．

B．Favourable．

C．Doubtful．

D．Worried．

2. What does the underlined word"hassle﹣free"in Paragraph 3 most probably mean？

A．Real﹣life．

B．First﹣hand．

C．Convenient．

D．Professional．

3. Why is Amazon mentioned in Paragraph 4？

A．To show AI can help entirely reshape business models．

B．To explain sellers always know customers better．

C．To prove consumers are likely to interact with machines．

D．To show AI can free people from tough jobs．

4. What can we infer from the last paragraph？

A．People's fear of AI is increasing．

B．AI can help people make decisions．

C．More and more people are unwilling to share their data．

D．People must know AI well before they accept it．