AI, More than a Buzzword
“AI” is the buzzword of the decade for good reason. It’s transforming every industry and the innovation it enables will only accelerate. But nowhere has AI’s potential been as built up as it’s been in 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.”1
Many today view AI as a black box, with even the most cutting-edge marketers uncertain about how to apply it to their strategies. More importantly, marketers wonder are the breakthroughs real? What is its actual value and ROI?
To help marketers understand the impact AI can have on their marketing strategies, we analyzed 3.8 billion marketing interactions across a dozen verticals, including ecommerce, media, travel, and consumer finance. This report presents the findings and introduces an actionable framework for marketers to start applying AI across the customer journey.
1Cool Vendors in AI for Marketing by Andrew Frank, Mike McGuire, Bryan Yeager, Benjamin Bloom. October 2018.