Don't blame the bot! AI and the human factor

When I talk about marketing with my customers and at events, I discuss how analytics, including using artificial intelligence ( AI) and machine learning, can drive improved customer experience. I often say that without analytics, marketing departments might as well just go home. In today's world, we are surrounded by data. Companies are trying to collect the right data and transform it into meaningful insights using powerful algorithms. But despite increasing use of technology and increasingly demanding consumers, the basic rules of customer engagement have not changed.