itb-nz logo
Story image

How AI is changing marketing exponentially - Gartner

16 May 2018

Article by digital marketing consultant Chris Pemberton

The hype surrounding the use of artificial intelligence (AI) for marketing applications is escalating.

AI continues to be the buzzword du jour to describe a host of “intelligent” features aiming to augment the functions performed by marketers in their everyday jobs.

Marketers are increasingly creating and managing AI-powered customer experiences, from real-time personalisation to conversational voice interactions, at scale.

“AI has the potential to transform the practice of marketing in significant ways over the next decade-plus,” says Gartner for Marketers research director Bryan Yeager.

“As hype intensifies, marketing leaders must exercise patience, persistence and long-term thinking in how they approach the use of AI.”

AI will power insight, intuition and scale to help marketers realise the long-held desire of building individualised, contextual relationships with each prospect and customer.

Although several years away from being realised by even the most advanced marketers, the long-term effects of AI should not be underestimated.

According to a 2017 Gartner Research Circle survey, most organisations are investigating or developing a strategy for how AI will apply to their business.

Customer engagement and digital marketing stand out as top areas where enterprises are running early AI experiments.

An array of noteworthy applications used today will grow in prevalence over the next several years:

  • Conversational experiences: Advances in natural-language processing (NLP) enable people to have increasingly conversational experiences with computers through text and voice. Current implementations are rudimentary, but as platforms grow more capable and marketers onboard more of their own data, individual conversations based on customer context will be delivered at scale.  
  • Real-time personalisation: Context, intent and journey stage are extracted from interactions to inform the delivery of tailored content, offers and promotions using propensity modelling, machine learning, machine vision and NLP.  
  • Identity resolution: Machine learning algorithms help sift through and map billions of ad impressions and hundreds of millions of device identifiers to provide marketers with greater confidence that the right message reaches the right person.  
  • Marketing orchestration: As AI takes on more campaign orchestration duties, the construct of the campaign dialogue or journey management workboard, where marketing specialists connect different triggers, channels and content, may become obsolete.  
  • Augmented marketing analytics: Easier-to-use analytical capabilities continue to expand across the marketing technology landscape, including natural language querying, natural-language contribution analysis, prescriptive actions and logo detection.

Next steps

Connect with other leaders in your organisation to ensure everyone has the same level of understanding on current AI projects.

Prioritise inventorying and sharing data resources.

Focus near-term AI initiatives on data-centric, time-intensive marketing challenges.

Predictive and prescriptive analytics that improve accuracy over time or testing and optimising thousands of different data and content variables are potential initial use cases.

Story image
Keysight buys AI testing specialist Eggplant for $300m
The move sees Keysight strengthen its presence in the automation space, with the aim to further establish itself in the automated software test market across both the physical and protocol layers and into the application layers.More
Story image
How print services can improve productivity
Printing remains an essential element of business operations - whether employees are present in the office, working from home, or travelling between offices.More
Story image
Cloud-scale connectivity with consistent security
Organisations should look towards SD-WAN solutions that support multiple administrative domains for isolating and separating lifecycle management, as well as the operations, or each business unit’s SD-WAN. More
Story image
Value of quantum computing uncertain for at least 10 years - research
"Quantum computing is not currently providing business value that could not be achieved with today's existing computers, and it is not clear when it will."More
Link image
<span class="coloured">Microsoft 365</span>: More than just a collaboration tool for your remote workers
The world now knows the challenges of remote working in times of crisis. In this on-demand webinar, learn which migration strategy is right for you, and how to get there quickly and efficiently in this on-demand webinar by AvePoint specialists.More
Story image
Cohesity named top vendor in unstructured data management.
GigaOm cited Cohesity's end-to-end solution designed to tackle data and app challenges in modern enterprises. More