Machine Learning in the Automotive Industry: Aligning Investments and Incentives

Executives in the automotive sector believe that machine learning can help them achieve their marketing goals, but that doesn't necessarily mean they invest in that ambition. In the automotive industry, machine learning (ML) is most often associated with product innovations, such as self-driving cars, parking and lane-change assists, and smart energy systems. But ML is also having a significant effect on the marketing function, from how marketers in the automotive sector establish goals and measure returns on their investments to how they connect with consumers. ML is poised to become as much an organizing principle as an analytic ingredient for sophisticated marketing campaigns across industries. This is especially true in the automotive industry, a capital-intensive, high-tech sector riven by disruption.