Hidden in Plain Sight: PR 20/20 Shows Businesses That the Benefits of AI are Already Here.

Paul Roetzer: There's no general artificial intelligence where you buy a marketing platform and it does your email, social, advertising, etc. – you have to teach it. When you get started, you're looking for repetitive tasks that take a lot of time and energy or that would be more valuable with intelligent automation. Then you find a solution that's built to do that. Sometimes it's in your existing technology – you may be working with a major tech platform company with built-in AI features. Start by turning on new features that do things smarter, then find vendors building things like email send-time optimization, media buying optimization, email subject line writing, or social media sharing.