THE RISE OF MACHINE LEARNING IN MARKETING, Goal, process, and benefit of AI-Driven Marketing

Cognitive systems, embedded or not into marketing software, are powering every single functional area of marketing and each step of the consumer journey. AI–driven marketing leverages models to automate, optimize, and augment the ransformational process of data into actions and interactions with the scope of predicting behaviors, anticipating needs, and hyper personalizing messages. Modern marketers utilize user data to deliverhyper–individualized and hyper–contextualized brand communications, in which each subsequent message builds on previous customer interactions. These interactions are seen not as a final stage of a consumer journey, but as a way to orchestrate future experiences in a satisfactory virtuous cycle. Successful ML–powered companies turn data into seamless interactions with consumers using semiautomated and real–time processes.