There's an especially steep learning curve for brands that choose to execute on these new strategies in-house, using artificial intelligence to scale their team and reach rather than relying solely on an agency. This shift is not limited to retail brands. Financial institutions, telecommunications companies and other traditional industries are also assuming the role of seller -- and increasingly, of agency -- to take a more direct approach to customer experience and acquisition. My company recently commissioned Forrester Consulting to understand brands' increasing adoption of artificial intelligence in this changing climate. Forrester spoke with 156 marketing decision-makers in retail, CPG, food and beverage, financial services, telecommunications, software and travel and hospitality to take a closer look at their use and applications of the technology.