There has been a lot of buzz about AI lately and for all the good reasons. AI-driven technologies are becoming increasingly popular and are being used in various industries, especially in the marketing arena.

The global spending on the artificial intelligence (AI) market is also estimated to reach $118.6 billion by 2025. A Business Wire research unveiled that the amount spent on cloud AI in the media and entertainment (M & E) industry is anticipated to reach $1,860.9 million by 2025 from $329 million in 2019. The worldwide AI market adoption rate is estimated to reach $118.6 billion by 2025 [source: www.statista.com] Here are some of the examples of how AI is changing the media landscape. The AI market for social media is estimated to reach 3,714.89 million at 28.77% CAGR by 2025.

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Cognitive systems, embedded or not into marketing software, are powering every single functional area of marketing and each step of the consumer journey. AI–driven marketing leverages models to automate, optimize, and augment the ransformational process of data into actions and interactions with the scope of predicting behaviors, anticipating needs, and hyper personalizing messages. Modern marketers utilize user data to deliverhyper–individualized and hyper–contextualized brand communications, in which each subsequent message builds on previous customer interactions. These interactions are seen not as a final stage of a consumer journey, but as a way to orchestrate future experiences in a satisfactory virtuous cycle. Successful ML–powered companies turn data into seamless interactions with consumers using semiautomated and real–time processes.

Technology is known to shift landscapes, even change the game. We saw that when the internet exploded in scale and popularity, as computers became smarter, and the world goes through the digital transformation. An easy example is in traditional marketing, which now borders on the irrelevant, unable to hold a candle to its more modern counterparts. Email, search engine, or social media marketing are but a few examples. And from it, marketers now find themselves in a unique position – with a chance to amass and identify relevant data. In fact, with rapid digitization these trends grew so rapidly that it brought forth a new industry altogether, one occupied heavily by digital marketing agencies.

AI-driven marketing may be one of the most misunderstood technologies of our time. And with marketers of all stripes looking to outperform the competition and get results, many an exaggeration of MarTech capabilities has been uttered in the boardroom. When it comes to artificial intelligence in this brave, new world, marketers have fallen victim to marketing themselves, and it pays to know where the hype about AI-driven marketing stops and the functionality kicks in. So, before you go ahead and incorporate AI-lead platforms into your martech suite, here are five things you need to know. There are a lot of false claims out there when it comes to AI-driven marketing. So, you need to be sure that you can differentiate an intelligent CRM tool from one that is powered by AI.

Emerging technology trends signal a future with screenless interactions between businesses and consumers, with voice, augmented and virtual reality, wearable devices, and artificial intelligence slowly but surely removing the traditional graphic user interface (GUI) from the equation. "The next decade will be even more disruptive for how customers interact with brands," said Adobe CEO Shantanu Narayen at last month's Summit EMEA. Here are the numbers to back it up. It also predicts that 85% of customer interactions will be managed without a human by that time. In fact, 72% termed it a "business advantage." The majority, 31%, said virtual personal assistants.

The power of artificial intelligence and automation can transform the majority of businesses, spanning a number of industries. However, according to a recent survey commissioned by Adgorithms, AI adoption in marketing is being hindered by marketer's understanding of AI, with 40% thinking they are already using the technology. There is an inherent lack of understanding of AI-driven marketing and the rate of its adoption to date. This lack of understanding is punctuated by the 40% of participants who said they thought they had already adopted AI-driven marketing. This reflects a belief that their targeting capabilities and automation meant that AI was operating behind the scenes.

Even if they're not quite sure what it is or whether they are already using it. That was the big takeaway from a December study by B2B targeting platform Demandbase, which itself has implemented AI in its platform. And that's a key conclusion from another recent study, conducted by Forrester Consulting for Adgorithms, which has created an AI-driven marketing platform called Albert. The study, "AI: The Next Generation of Marketing," conducted in-depth surveys with 150 marketing executives. "Forrester found that confusion and misunderstanding of AI-driven marketing is quite prevalent today. Indeed, many marketers in our study have a very narrow view of current advanced contextual marketing capabilities, much less around AI-driven marketing tools that can make these contextual programs considerably more efficient and effective, while reducing the complexities marketers face in executing and orchestrating digital interactions. However, when the benefits of AI-driven marketing were proposed to them, they were overwhelmingly likely to find these benefits appealing."