6 Steps to Lay the Foundation for AI in Marketing

The prospects of what artificial intelligence (AI) can do for marketing and other business initiatives is well-documented. McKinsey & Company, for instance, reported in a study that AI improved on traditional analytics techniques in 69 percent of potential use cases. The real challenge is how to actually implement AI in your marketing processes and where you begin. Marketers are asking that question over and over, according to William Ammerman, executive VP of Engaged Media. "That's their first question: what do I do now?"