Transforming marketing with artificial intelligence

TLDR

Artificial intelligence is expected to drive the greatest marketing growth in the next two years. The paper explores how AI can deepen customer relationships via sophisticated reasoning and personalized engagement. AI enables real‑time insights and predictive analytics to better understand audiences. AI saves time, scales personalization, enhances customer value, and deepens audience insight, enabling marketers to be more efficient and effective.

Abstract

Artificial intelligence (AI) is the technology where marketers expect the most growth over the next two years. The benefits of such growth will be twofold. Firstly, AI offers a means of saving time and becoming more efficient. Marketing insights, automation and execution will allow marketers to drive better business results and spend more time on strategy and creative development. AI offers marketers a way to scale personalisation in their marketing execution without burdening their teams. It also gives marketers new ways to provide value to their customers and build lifetime value models, making them more relevant. These deeper relationships are made possible by enabling marketers to get more real-time insights and to leverage predictive analytics to get a better understanding of their audience. AI gives marketers a richer user understanding, making them smarter and more effective. This paper discusses how marketers can use AI to leverage sophisticated reasoning, understanding and interacting to deepen their customer relationships through more natural and personalised forms of engagement.