3 Areas AI Will Impact Marketing

Artificial intelligence and machine learning are starting to have a real impact on marketing, and the executives we've spoken to can't wait for more. The topic has come up on many episodes of "The Marketing Garage" -- our podcast that talks to marketing executives about their technology -- as the tech marketers are most excited for in the future. This month we interviewed Adelyn Zhou, head of marketing for TopBots, a strategy and research firm in applied AI. "A lot of lead scoring is going to be improved significantly with AI," says Zhou. "If you actually use real AI, there's a significant enhancement in terms of personalization, understanding who's going to buy, who's not, and creating similar target market segments that can lead to significant lifts." As an example, she points to Harley Davidson, which increased sales leads over 2000 percent by using a system that scored leads "in a much more intelligent way." The one area many people thought AI could not help is turning out to be one of the most fertile: Creative.