How Machine Learning Uncovers Hidden Correlations for Marketers

There has been trepidation among marketers when it comes to artificial intelligence (AI). The main concern seems to be, "is it coming for my job?" The reality is AI, and particularly the subset of machine learning, are tools that can help marketers do their jobs more effectively -- not replace them altogether. A good starting place for understanding how this works is defining what exactly AI and machine learning mean. Misuse of these terms to date has led to plenty of confusion on what AI entails and what it's capable of.