Artificial Intelligence Will Accelerate Marketing Transformation

Artificial Intelligence (AI) development has steadily progressed making bold promises to marketers centred on volume, velocity and veracity. IBM Watson, Microsoft AI, and many others have taken center stage in expanding AI capabilities into the mainstream. Every company at the moment seemingly has aspects of machine learning peppered throughout their company description, and certainly within their fundraising decks. What does building a machine learning marketing company truly require when it comes to technical expertise and operational effort? Beyond the attention that the buzzy term itself attracts, what can AI do for your business? And where will it take us all next? Whether we realize it or not, humans have brought deep-seated perceptions to AI adoption.

Check your preconceived notions of AI at the door!

The level of customer engagement marketers will experience in the coming years exceeds human cognition to cope with the deluge of data. It is time to face the facts – AI will inevitably change marketing and marketers. 

Rev Up Your Engines

Artificial Intelligence is hot and represents a big opportunity for marketers. By participating in the transformation you will lift over traditional approaches elevating above website and email optimization. Legacy skills such as product marketing and marketing communications will become less attractive to CMOs.

You now must become the architect of customer engagement across the life cycle by raising your AI skills for the job of modern marketing.

AI is complementary to marketers' skills, processes, and technology investments. AI provides the cognitive scale brands need to keep pace with escalating customer demands, the deluge of data and content, and almost limitless customer journey permutations. Place your hand on the throttle now and rev up your engine!

Shift Gears Up

Artificial Intelligence is here to bridge the opportunity gap. AI is not a standalone solution rather it is an enabling technology that is applied to specific problem sets, each featuring its own data, analysis, output, and goal. By this definition, almost every marketing task and application can benefit from AI.

However, the curious marketer will lead the charge in how AI will transform businesses.

Enterprise technology vendors have already placed their bets on AI (IBM, Salesforce, Microsoft). You cannot ignore the impact these platforms will have on marketing in the years to come. Efficiency, smarter decisions, speed and continuous performance improvements will demand marketers to expand their overall depth and scope of customer interactions and touchpoints. Ease up on the clutch and start to shift gears up!

Cruise

Artificial Intelligence is a form of automation that allows marketers to do their jobs. AI in its current form still requires marketers to think about audience, creativity and solution offerings. Marketers must avoid thinking data as only a metric but also used to inspire creativity. AI shifts the balance of work enabling marketers to pursue bold ideas and defend them from cynics. 

You will always need to learn and do new things.

Adopt AI for the efficiency but gain from it through experience and devise a marketing framework for continuous innovation. Never stop improving. Even the most seasoned expert can get things drastically wrong. Always leave yourself room for improvement. Ride steady and cruise into the next stages of marketing.