Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers

Marketers will need to transform from campaigns to real-time, continuous interaction with customers via intelligent agents. So says Forrester Research VP and Principal Analyst Brian Hopkins, co-author (with Adam Silverman) of a new Forrester Research report, The Top Emerging Technologies to Watch: 2017 to 2021 ($499 for individual purchase). It's about the top 15 developing technologies that will help businesses become more customer-obsessed over the next years. Forrester is obsessed with customer-obsession, which it says is essential to a modern brand and which is characterized by several key principles. According to the research firm, such a customer-focused company is led by insights from and about customers, responds quickly and is thoroughly connected everywhere. The report chose 15 technologies for their impact on companies employing these principles.