Best practices for getting started with AI

Artificial intelligence (AI) adds efficiency to any number of marketing applications, from content to conversational chatbots. For organizations looking to harness these capabilities, here are some ways to get started. "You do not, and should not, try to create this yourself in-house from scratch," said Jim Lecinski, clinical associate professor of marketing at Northwestern University at The MarTech Conference. One important way AI can boost marketing functions is helping the team make better predictions instead of singling out campaign targets and goals "by hand." "We've all sat in conference rooms for years and made decisions based on staring at cells in a spreadsheet," said Lecinski.