Marketing via social has its own set of unique advantages and disadvantages. Add AI technology to the mix and companies experience another layer of difficulty. But according to the latest research, those who can adopt and successfully adapt artificial intelligence into their digital marketing strategy, will most certainly rise above the rest. eMarketer recently published a report, Artificial Intelligence for Marketers in 2018: Finding Value Beyond the Hype. Their research highlights benefits of brands who have already implemented AI.
But before looking at the data, let's look at what falls under the umbrella of artificial intelligence. Consulting firm McKinsey & Company defines AI under eight categories:
So what kind of advantages have organizations experienced since implementing AI? eMarketer reports:
The overall benefits are encouraging. To dive even further into real world applications of AI, eMarketer found that retail marketers are using this technology to craft a better customer experience across the board.
While this data is promising for organizations to see, the question some grapple with is, where do we start? eMarketer shares some solid advice to those looking to incorporate AI into their business efforts.
I think the best advice the research revealed is to forget the "hype" and really understand what AI can do for your brand. Allen Nance, Global CMO of Emarsys, suggests asking questions like:
While AI is in growth stage, it is clear to see it will be one of the most important investments marketers can make for the future. And as you can see from the data, many have already started down that path. Is your organization ready?