Artificial intelligence (AI) is THE buzzword of 2017, and is quickly reaching the dizzying heights of ‘cloud computing’ and ‘big data’. And like the game-changing technologies that have preceded it, AI’s implications on marketing are extensive. All the biggest martech vendors are rapidly adding AI into their arsenal: From IBM’s Watson cognitive computing platform, to Salesforce’s Einstein, Oracle’s Adaptive Intelligence, Adobe’s Sensei, and Marketo’s Adaptive Engagement platform. Equally, there are plenty of new companies entering the space – Conversica, Ampsy, Sentient and Complexica, to name a few.
Over recent weeks, and during the recent Oracle and Marketo digital marketing summits in the US, CMO heard from and spoke to a raft of different industry players about what actually fits under the umbrella term ‘AI’, the ramifications on the way marketing operates, and importantly, how AI could change consumer buying and engagement behaviour. Here, we provide a snapshot of key things you need to know right now about AI and where it’s headed.
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