Is Marketing the Clearest ROI Path for Artificial Intelligence? - RTInsights

AI technologies have clear value paths in marketing, including sales and enhancing customer experience. When most companies think about artificial intelligence (AI)--and its many sub-categories, such as machine learning, natural language processing (NLP), or cognitive computing--they think about applications such as IBM's Watson technology being used to diagnose patients. What they often miss, according to Fern Halper, VP and senior research director of advanced analytics at TDWI, is that "marketing is often one of the first departments in an organization to use advanced analytics." In a recent webinar, Halper discussed the current potential and future pathways for marketing analytics with David Stodder, senior research director of business intelligence at TDWI, and Wilson Raj, the global director of customer intelligence with SAS. They all agreed that among all the different business departments, applying AI to marketing could provide the most immediate, recognizable return on investment .