What does AI mean for marketers?

Thanks to its ability to draw insights from huge and complex data sets at great speed, artificial intelligence (AI) is making the previously obscure into something measurable. It also offers the opportunity to create new experiences for consumers. But what does this mean in practice for marketers? Big data is nothing without equally big intelligence – that's true for people and for machines. It doesn't matter how much you know when you can't systematise and apply that knowledge to achieve something useful.