Once touted as a silver bullet for data collation, analysis, as well as customer service, AI and ML have grown past the original hype and smart marketers are using them as a way to amplify human intelligence, rather than as a replacement for it.
CMO spoke to various experts in the marketing field about what difference AI will really make to marketing in 2019.1.
Fiftyfive5 director, Andrea Collier, said businesses will slow down when it comes to the incessant adoption of AI in marketing and be forced to think about the best value and application.
In 2019, Schmidt also expected to see AI-powered marketing attribution starting to hit its stride.
“In today’s digital environment, attribution continues to be a challenge – businesses are still piecing together data points from different platforms and many are still struggling to understand the full path to purchase – which marketing channels are driving revenue? What kinds of content help retain customers and at which stage of the customer journey? Where are customers falling out of the funnel? AI can sequence that customer journey together and identify when a customer comes to a company’s site and leaves without converting,” he said.
“In addition to the obvious partnership with sales, truly savvy marketers will partner with their customer success, product management, and user experience peers to maximise the impact of conversational AI will have on the business.”
Up next: Our next 5 predictions for artificial intelligence in marketing in 2019.
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