How artificial intelligence is transforming marketing

Will the technology be coming for your job next? The question of whether marketing is more science or art has never seemed more relevant now that highly sophisticated cognitive learning technology is able to assume many of the tasks involved in marketing -- in some cases, even doing them better than a human could. But visions of a completely automated campaign may be premature, according to executives from IBM and other companies at the forefront of AI who weighed in on the technology's impact during a panel discussion at ad:tech New York last week. In good news for creative directors, the experts said cognitive technology has the ability to free up marketers to spend more time tackling bigger picture responsibilities, such as finding the inspiration for the right voice and vision to make an emotional connection with consumers. By laying the groundwork for significantly more sophisticated one-to-one marketing, AI could even create a need to beef up analytics, content and other areas for businesses that are able to gain a competitive edge through customer-centric marketing.