AI is quite possibly the king of all buzzwords. But, unlike so many other buzzwords that aren’t worth their snuff, AI actually lives up to the hype it promises, especially within marketing. As leading analyst firm, Gartner, recently stated “AI’s capacity to transform marketing is obscured by a fog of hype, but the breakthroughs are real. Marketing technology leaders need to engage in AI initiatives or risk being blindsided by disruptive AI-enabled competition.” Even so, AI within marketing can seem very “black box” to non-technical folks, and determining its true value can feel impossible. The most cutting-edge, data-driven marketers can still be left scratching their heads at AI-driven technologies that offer little to no transparency into how AI works and why AI works, or the ROI of AI for marketing.
To help you understand the impact AI can have, we analyzed 3.8 billion marketing interactions across a dozen verticals, including ecommerce, media, travel, and consumer finance. The Smart Guide to the ROI of AI presents these findings and introduces an actionable framework for marketers to start applying AI across the customer journey. Let’s dive into what else you learn from this comprehensive guide.