There's so much hype at the moment around the "deliver the right message at the right time using the right channels" concept, marketers could be forgiven for feeling overwhelmed by the expectations facing them.

Take for instance, the tired marketing mantra of getting the right message to the right customer at the right time. While that's long been a goal of marketers, Brandon Purcell, a senior analyst at Forrester, said at Forrester's AI Summit in New York yesterday that the the traditional marketing machine was only capable of identifying the "right customer" and "right time," not the "right message." There is something, however, that could make this into reality. Deep learning, according to Purcell, is a "fast evolving set of technologies and algorithms used by researchers, data scientists, and/or developers to build, train and test artificial neural networks that can be used as predictive models to probabilistically predict outcomes and/or identify complex patterns in data." Quite simply, deep learning is the marketing red pill. And with deep learning, Purcell says, brands and marketers should use these AI-marketing innovations to deliver the "right message."