AI-Driven Transformation & the Impact on Marketing

Around two decades ago, marketing existed as a soft function within organizations. There is no denying its importance, of course, but from an organizational perspective, it was a function hard to measure in terms of impact on the bottom-line. But then boomed the digital age, and with it, an advent of channels that came to be known as social media. And in its wake, followed big data – a subject that requires little explanation. In simple terms, marketing is now being increasingly treated as a hard science that does indeed impact the bottom-line.