5 ways AI is changing marketing – and why you should be worried if you're on the sidelines

Elon Musk, owner of SpaceX, Tesla, and the only guy more Ironman than Rob Downey Jr, worries about smart computers taking over the world. Maybe he's right, but AI (or Artificial Intelligence for those of you acronym fatigued), is already a lot closer to home. I see it every day in my digital marketing life, exposed to machine learning that both scares and comforts me. Here are 5 ways I see AI racking up big wins in the digital marketing space and why you should be worried if you're on the sidelines: Win 1: AI decisioning Know what computers do really well? In a world of real time, always on marketing, the ability to constantly learn what content, campaigns, offers, channels, you name it, a customer is engaging with, and conversely not engaging with (read: the Fail Fast bit), means that AI gets smarter and smarter about decisions like what NOT to talk to individual customers about and how NOT to deliver the message.