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The CMO’s guide to AI’s marketing impact for 2018

The CMO’s guide to AI’s marketing impact for 2018

Given the rate of Artificial Intelligence dollars flowing into R&D — more than $30 billion a year — I think it’s safe to say we’ll be looking at a proliferation of AI-based tools in the very near future.

It’s entirely possible that we’ll see this same volume of AI tech with applications in marketing in the near future as well, but many CMOs are not for it… not yet, anyway. Recent studies by both the McKinsey Global Institute and MIT/Boston Consulting Group reported that only about 20 percent of companies have implemented AI technology in a meaningful way.

The potential of AI in marketing is still largely abstract, but that’s okay. You don’t need to have it all figured out in the next quarter.

In this article, we’ll take a look at the AI opportunities and work through some steps you can take today to get in position for the AI proliferation of tomorrow.

1. Prepare your data and the processes/practices around it

Fake news has become so ubiquitous that Facebook has had to take steps to combat it, and even private businesses are developing opportunities around the filtering out of false information.

Gartner recently predicted that by 2022, “most people in mature economies will consume more false information than true information.” The research firm also warned that while AI is proving to be effective in creating new information, it’s equally effective at distorting data, which results in false information.

Brands are going to have their work cut out for them. As brands increasingly function as publishers and curate content to share, fact-checking and data cleaning will become more important — and resource-consuming. AI has the potential to assist in the automation of these tasks, but hybrid marketers skilled in interpreting and cleaning your data will be key.

Whatever the specific marketing application, your AI tools will need clean, optimized inputs, as well as experts in place to make sense of the outputs.

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