Acoustic: Lifting the burden of tech in marketing with AI

Today's marketing teams are filled with specialists in fields such as data analytics or the use of specific tools, and the introduction of artificial intelligence (AI) is threatening to increase the need for dedicated professionals. For marketing leaders this has created the requirement to develop capabilities in areas that might be far removed from why they got into marketing in the first place. But perhaps AI might also be the tool that finally lets marketers get back to doing marketing? This is the promise of recently born company, Acoustic, which brings together many of the cloud-based marketing products and technologies formerly housed within IBM. According to Acoustic's senior vice-president of product management, Jay Henderson, Acoustic is taking advantage of IBM's heritage as one of the early adopters of AI within marketing.