How AI is changing marketing


Think of AI as a machine-powered version of mankind’s cognitive skills. These machines have the ability to interact with humans in a way that feels natural, and just like humans they can grasp complex concepts and extract insights
from the information they’re given. Artificial intelligence can understand, learn, interpret, and reason. The difference is that AI can do all of these things faster and on a much bigger scale.

“In the era of big data, we have the need to mine all of that information, and humans can no longer do it alone,” says Mark Simpson, VP of offering management at IBM Watson Marketing. “AI has the capacity to create richer,
more personalized digital experiences for consumers, and meet customers’ increasingly high brand expectations.”

The knowledge companies stand to gain by using AI seems to have no bounds. In healthcare, medical professionals are applying it to analyze patient data, explain lab results, and support busy physicians. In the security industry, AI helps
firms detect potential threats like malicious software in real time. Marketers, meanwhile, can use AI to synthesize data and identify key audience and performance insights, thus freeing them up to be more strategic and creative with
their campaigns.

There’s something else AI is very good at, and that’s improving the relationship between companies and consumers. “Even in its earliest iteration, AI helped companies better understand how to be human,” says Brian Solis,
author and principal analyst at Altimeter, the digital analyst group at brand and marketing consultancy Prophet. “The irony is that it took this very advanced technology to make them think differently about how they should communicate
with their customers.”