Marketers have traditionally embraced new technology, finding ways to apply it in creative ways. Though artificial intelligence (AI) is the latest example of innovative technology, it is fundamentally different in that its potential effect on the overall marketing function is transformative. AI shows great promise, and marketers are still learning how to use it effectively and integrate it with, or use it to complement, the processes they're already using. A similar trial-and-error effort took place during the early days of the Web, when companies were experimenting with how to use it as its capabilities evolved. AI will likely significantly re-shape parts of the marketing function as it evolves and as organizations find new ways to apply it.

Marketers have traditionally embraced new technology, finding ways to apply it in creative ways. Though artificial intelligence (AI) is the latest example of innovative technology, it is fundamentally different in that its potential effect on the overall marketing function is transformative. AI shows great promise, and marketers are still learning how to use it effectively and integrate it with, or use it to complement, the processes they're already using. A similar trial-and-error effort took place during the early days of the Web, when companies were experimenting with how to use it as its capabilities evolved. AI will likely significantly re-shape parts of the marketing function as it evolves and as organizations find new ways to apply it.