Artificial Intelligence for marketing is not unlike CBD oil. It comes with a hodgepodge of unrealistic expectations, misapplications, misunderstandings, and mysteries. "The hype around artificial intelligence and machine learning is overwhelming," says Jim Sterne, founder eMetrics Summit/Marketing Analytics Summit at Rising Media, Inc. "If cars can drive themselves and robots can open doors and run through the snow, then surely, machines will be able to do everything a marketing professional does by tomorrow afternoon." Pinar Yildirim, assistant professor of marketing at Wharton, agrees. "We have a lot of hype, but the technology is not there yet. What is being implemented are mostly the tools that we have known for a long, long time. What is different now is the scale and scope of implementation - these known methods are implemented by a larger group of companies internally, and the data to implement them are more readily available within firms."