ARTIFICIAL INTELLIGENCE FOR MARKETERS: FINDING VALUE BEYOND THE HYPE

The advent of new algorithms, faster processing, and massive, cloud-based data sets is making it possible for companies in all industries to experiment with artificial intelligence (AI). And while marketing and sales are particularly ripe for innovation, it’s still early days for adoption. Brands and agencies are working together to navigate a web of quickly evolving solutions.

■ Investment and interest in AI remain high, though large-scale adoption is happening more slowly. Still, many companies have ambitious plans for AI systems and are looking to them to improve their business operations.

■ AI technologies—including machine learning, deep learning, natural language processing, and computer vision—are starting to show real promise, despite significant hype and confusion in the marketplace.

■ A robust ecosystem of prepackaged APIs, opensource software and cloud-based platforms are helping accelerate AI adoption, bringing new capabilities to speed up, scale and personalize marketing campaigns in more economical ways.

■ Agencies and other consultants are stepping up to the plate, beefing up their technical resources and forging technology partnerships in an effort to help their clients navigate the dizzying array of AI and marketing tech solutions.

■ Best practices for marketers include clearly defining business goals, thoroughly understanding the technology, planning for the future, having the right data and using AI ethically.

what is your company position about implementing AI?