How Artificial Intelligence Will Drive Transformative Change in Marketing

Conversational experiences: Advances in natural language processing (NLP) enable people to have increasingly conversational experiences with computers through text and voice. Current implementations are rudimentary, but as platforms grow more capable and marketers onboard more of their own data, individual conversations based on customer context will be delivered at scale. Real-time personalization: Context, intent and journey stage are extracted from interactions to inform the delivery of tailored content, offers and promotions using propensity modeling, machine learning, machine vision and NLP. Identity resolution: Machine learning algorithms help sift through and map billions of ad impressions and hundreds of millions of device identifiers to provide marketers with greater confidence that the right message reaches the right person. Marketing orchestration: As AI takes on more campaign orchestration duties, the construct of the campaign dialogue or journey management workboard, where marketing specialists connect different triggers, channels and content, may become obsolete.