Machine Learning has Already Turned Marketing on its Head: Have you Been Left Behind?

I'm always interested in reading articles about new approaches in my field of artificial intelligence and machine learning, so the recent AdWeek post by Steven Wong and Derek Slater of Ready State suggesting that'Machine learning is about to turn the marketing world upside down' really caught my eye. Every time I hear or read that machine learning is'about to' do something it makes me smile, particularly in this case as'the marketing world' is completely relevant to my job. As Chief Science Officer for an international marketing company, I am working with these technologies on a daily basis. Unlike the 2017 scene set out in the original post, more marketing companies are having conversations about human designed personas compared to segments identified by machine intelligence. While correlation isn't necessarily causation, understanding the similarities in your customer base that lead to a purchase decision is powerful.