15 examples of artificial intelligence in marketing – Econsultancy

Artificial intelligence and machine learning are an increasingly integral part of many industries, including marketing. But while we often talk about using or incorporating AI in marketing, what do we really mean by that? What does it look like in practice? Here are 15 examples of AI and machine learning in action in the marketing industry (P.S. remember to check out Econsultancy's Marketer's Guide to Machine Learning and AI). The practice of clustering customer behaviours to predict future behaviours began way back in 1998, with a report on'digital bookshelves' by Jussi Karlgren, a Swedish computational linguist at Columbia University. In the same year, Amazon began using "collaborative filtering" to enable recommendations for millions of customers. Fast forward to 2019, and some of the most successful digital companies have built their product offerings around the ability to provide highly relevant and personalised product or content recommendations – including Amazon, Netflix and Spotify.