De-mystifying AI and its potential for further application in a B2B context

AI, or Artificial Intelligence, is often demonised and portrayed as some cyborg entity just about ready to take our jobs and eventually kill us all, but more and more businesses, martech and adtech providers are using different AI subsystems each day to advance their services. The term AI is contentiously used to describe a broad spectrum of systems and software's, the controversy arises from where we can begin to describe a machine as being'intelligent' opposed to simply following complex but nonetheless human-reliant algorithms. Regardless of strict definition, there are helpful systems within the subsets of AI which already exist that B2B marketers need to utilise. Machine learning is a subset of AI that can help marketers to improve productivity by taking over mundane tasks, particularly work involving dissecting datasets (like our Argus platform for example). If you're not already using some forms of machine learning, it might be helpful to understand why some sytstems have been reported to increase the productivity of business by 40% (Source: Accenture) and how you can effectively incorporate machine learning into your marketing strategy.