Marketing vs. Machine: Are the Bots Coming for Your Job? [UML]

The Salesforce announcement of Einstein this week -- impressive as it was -- reminded me that marketers sometimes use terms like machine learning, artificial intelligence (AI) and even automation interchangeably. Businesses have long been infatuated with the word intelligence – business intelligence, relationship intelligence, and media intelligence – are all overused terms from the last decade, for example. In my mind, all of these descriptors are a stretch. Intelligence means something very specific: it's the disposition, composition and strength of an enemy. Yet business executives love war analogies and here we are mashing these terms together again. We like to use the term AI because it sounds more sophisticated.