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."

Traditional outbound marketing campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable growth in today's always-connected, real-time world, marketers must deliver continuous, customized, two-way, insight-driven interactions with customers on an individual level. Brands that understand this and put the right Systems in place to scale are creating competitive advantages that are very difficult for their competitors to replicate because it's not just about technology. Forrester Research refers to this as creating a "Contextual Marketing Engine". In their 2016 survey of 115 technology, marketing, and customer experience professionals, Forrester found that, across the board, organizations' investments revolve around implementing customer personalization initiatives, solving people's challenges, and assembling digital experience systems.

Traditional outbound marketing campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable growth in today's always-connected, real-time world, marketers must deliver continuous, customized, two-way, insight-driven interactions with customers on an individual level. Brands that understand this and put the right Systems in place to scale are creating competitive advantages that are very difficult for their competitors to replicate because it's not just about technology. Forrester Research refers to this as creating a "Contextual Marketing Engine". In their 2016 survey of 115 technology, marketing, and customer experience professionals, Forrester found that, across the board, organizations' investments revolve around implementing customer personalization initiatives, solving people's challenges, and assembling digital experience systems.

Traditional outbound marketing campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable growth in today's always-connected, real-time world, marketers must deliver continuous, customized, two-way, insight-driven interactions with customers on an individual level. Brands that understand this and put the right Systems in place to scale are creating competitive advantages that are very difficult for their competitors to replicate because it's not just about technology. Forrester Research refers to this as creating a "Contextual Marketing Engine". In their 2016 survey of 115 technology, marketing, and customer experience professionals, Forrester found that, across the board, organizations' investments revolve around implementing customer personalization initiatives, solving people's challenges, and assembling digital experience systems.