“AI is a challenge for marketers, but it’s also a force multiplier that can help achieve lower cost, mass personalization and growth at a scale that was unforeseeable on the day the first iPhone shipped,” writes Paul Roehrig. “Taking the right steps can set marketing on a growth trajectory and avoid a down quarter, a painful headline or even an extinction event.” Excerpts:
“Marketers know artificial intelligence (AI) and digital technologies are impacting their work. The list of responsibilities is longer. The budgets are tighter. The opportunities are growing (but so are the risks). You have more data and a seemingly endless ability to target ads and optimize spend. Yet it doesn’t seem to be making things easier.
Though we are really just getting started, we can apply lessons already learned as we connect AI to our own marketing practices. Here are five ways how:
It’s up to marketing leaders to stay optimistic—'never short human imagination' 10—and get moving to flip the AI 'on-switch' for their companies."
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