Ben Davis: Welcome to B2B AI - boring, but effective - Marketing Week

I have written a number of articles about machine learning recently for Marketing Week and Econsultancy. This interest is fuelled by consumer tech – if you were to play word association, 'AI' might be followed by'Alexa' or'self-driving cars' – as well as bullish claims about the potential of deep learning in medicine. As marketers we should be much more prosaic in our thinking. That's not to say that voice interfaces aren't going to have a big impact on your brand and the discovery of your content – you will have to consider what your brand's persona will sound like, and how you will answer user searches directly. But the more immediate and broader concern is how data analysis and decision making can be improved.