Machine Learning Is Helping Martech Lead the AI Revolution

Artificial intelligence gets a lot of press (thanks, Elon), but the fact is, AI couldn't be the rockstar it is without the behind-the-scenes help of machine learning (ML). While the two are closely related, there's a critical difference between AI and ML: AI makes decisions, while ML makes predictions. Think of it this way: it's AI that steers the Mars rover around the rock in its path, but it's ML that recognizes the rock to begin with. In marketing and advertising, the best example of AI is the programmatic ecosystem. This includes the decisions made around whether or not to bid on a given impression, how much to bid, what creative to serve, and various campaign optimization techniques.