Marketers: Don't Fit Your Strategy to AI, Fit AI to Your Strategy

From best offer predictions to social listening to smart segmentation to facial recognition, vendors have sprinkled AI across nearly every stage of the customer lifecycle. And in many cases, marketers are working backwards, getting sold on new AI offerings that may carry risks and may not be the best fit or provide the biggest improvement in performance. Gartner analyst Andrew Frank recently wrote, "AI's capacity to transform marketing is obscured by a fog of hype, but the breakthroughs are real. Marketing technology leaders need to engage in AI initiatives or risk being blindsided by disruptive AI-enabled competition." So how does a marketer cut through the fog of hype to get to the good stuff?