4 steps to realising the promise of AI in marketing

AI and machine learning has been shaping our experience as consumers for some time now. From the ubiquitous Google search to Spotify and Netflix recommendations, or asking Siri or Alexa just about anything, we haven't really resisted the idea of bots making our lives that little bit easier. So why is it only now that AI is on every marketer's lips? "I think there's now a democratisation of AI," explained Marketo's Customer Success Director Mike Handes at ADMA's recent Town Hall, Marketing in an AI-first World. "Technology vendors have embraced it, making it more accessible for marketers to create greater engagement or better outcomes for customers. In the past, the idea of automating communications brought a sense of lost control."