Creativity will be unleashed by artificial intelligence

All too often, marketers find themselves stuck building and running tech-based ad campaigns manually. This takes a lot of time, and makes it hard for them to focus on the bigger picture – developing creative and personalised offerings. But, more worryingly, it means employers are unwittingly recruiting marketers to be statisticians, rather than making the most of their wider, richer skill-set. It's a tricky situation – to do its job well, the marketing function needs both sides of the coin. After all, data analysis has to be paired with creativity to get the right messages to the right people and make any campaign a success – but how to ensure marketers have enough time in their day to do both?