Predictive Analytics & AI -- Separating Hype from Reality

These days, marketers can't read about their profession without getting bombarded with wild claims about how AI is going to disrupt everything they do. And with the sales and marketing functions evolving so rapidly in recent years, marketers in particular must embrace an entrepreneurial spirit and constantly explore new technologies in order to give their team a competitive edge. That mindset shift, along with new consumer trends -- such as self-driving cars and intelligent voice-first products like Amazon's Alexa and Apple's Siri -- are bringing the possibilities of AI to the forefront of business-to-business marketing technology discussions. But all of this begs the question, "Which AI claims are hype and which are reality?" In order to know what a new technology like AI can bring to the table, it's important to fully understand the problems you're trying to solve.