Shaping the customer journey with AI

The interest in artificial intelligence, or AI, is gaining more attention of late. Though typically portrayed in blockbuster movies as the sometimes-malevolent intelligence behind killer robots, the real-life use of AI is more mundane, yet also highly useful to marketers. From an objective point of view, AI is probably best described as a marrying of machine learning models with efficient analytical algorithms. For marketers, this translates into the ability to draw deeper, more meaningful, and relevant conclusions to help build insights and make connections that may have proved elusive in the past. One practical benefit of AI would be how it can help marketers to shape the customer journey.