IBM dishes on the ins and outs of A.I. marketing

From targeted digital ads and chatbots to voice assistants and Amazon's impending home robot. Artificial intelligence has surfaced in a wide range of ways and as it continues to evolve, it will transform both marketers and their agencies, says IBM's Jay Henderson. "I tend to think of artificial intelligence around two lines," said Henderson, director of Watson Marketing at IBM. "Marketers are going to be able to infuse A.I.-technology to create more personalized, informed interactions with customers and it will help companies work smarter and be more efficient and effective with their efforts." According to a recent report from eMarketer, 80 percent of b-to-b marketing executives believe that A.I. is going to revolutionize the marketing industry in the next two years. The report, called "Artificial Intelligence for Marketers 2018: Finding Value Behind the Hype," highlights Garner's prediction of worldwide spending on A.I. technology to grow significantly in the next four years, with an estimated $6 billion in investments this year and $29 billion by 2021.