Will predictive intelligence and the adaptive journey be game changers for marketers?

Artificial intelligence (AI) continues to grow from strength to strength, penetrating various industries including the finance, medical, automotive and aviation industries all over the world, and goes beyond just being technology's artificial interaction with a person or system. British semiconductor and software design company, ARM, which designs chips for Apple's Macbooks, for example, recently introduced a'next-gen chip design' focused on AI as it will "continue to grow more central to mobile computing over the next several years, both through the proliferation of smart-assistants, autonomous vehicles, and beyond." This proliferation has extended to marketing as well - with AI, there's continual, real-time, automatic optimisation based on large-scale response data which allows marketers to tailor communication with each individual according to their needs, thus impacting the customer journey. According to an article by McKinsey & Company, a customer reaching a decision to buy an item isn't at the end of his or her journey, but rather at the beginning of another. More than 60 per cent of people who bought facial skin care products, for instance, do further research online after making a purchase - a touch point which McKinsey calls "unimaginable" when the idea of the marketing funnel was conceived.