Marketing’s Artificial Intelligence Revolution Is Here

Chief marketing officers have one of the hardest jobs in the corporate world. According to research by the consulting firm Russell Reynolds, it’s only getting harder. Last year, CMO turnover reached its highest point since Russell Reynolds began tracking the data in 2012. After years of swift technological development disrupted marketing to its core, CMOs and their teams are now responsible for a bevy of critical company functions: optimizing the sales process, improving customer experience, and marketing the product across a complex array of channels. Meanwhile, CEOs understand that technology allows for accurate tracking of marketing dollars spent, creating immense pressure on CMOs to perform. Now, another technological breakthrough is on the horizon: artificial intelligence (AI). According to many experts , AI has the potential to be the most revolutionary technology since computing itself—and marketing is first in line for disruption. Should marketing leaders panic or celebrate? It depends on who you ask. The artificial intelligence hype machine 2016 was a big year for artificial intelligence. Google’s AlphaGo program defeated the world champion in the complex game of Go , a landmark in AI development. Facebook, Microsoft, Google, and Amazon all made significant investments in AI. Wired proclaimed that the world’s biggest tech companies are “remaking themselves around the technology.” In marketing, Salesforce and Adobe announced new intelligence programs, called Einstein and Sensai, respectively. We’re in the midst of an AI arms race. “I’m astounded in how AI is going to transform every industry,” said Leslie Fine, VP of product at martech giant Salesforce. “Companies today face an imperative to integrate AI into their products and services, or risk becoming less competitive with companies who are applying AI to improve customer experiences and make more intelligent business decisions.” But what is AI exactly? And how does it apply to […]

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