Marketing Is Turning to AI for Customer Acquisition

Companies started using artificial intelligence and machine learning about five to seven years ago, but those early efforts weren't targeted nearly enough. That is finally starting to change as marketers are turning to the technology to solve very specific issues, like refining their customer retention efforts, targeting competitor's customers, or creating profiles of their ideal prospects or customers. The first step in using AI/ML for competitive marketing is to understand what the technology can and cannot do today and how it is evolving, says Christian Wettre, general manager of Sugar Sell and Sugar Market at SugarCRM. The use of the technology for competitive marketing is in the early stages, according to Wettre. But as more companies have success with it, the pace of adoption will quicken.