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In a world where it seems like the next big thing is just'round the corner every day, there's comfort in holding on to the old way of doing things. It's part of the human condition, and history is littered with examples of people who weren't able to recognize--or capitalize on--trends and events as they happened. Lightbulbs, bicycles, and laptops are but a few of these once-misunderstood tech inventions. Just a few years ago it was even considered ludicrous for the internet to be used for ecommerce. This is also where we believe digital marketing finds itself today--on the cusp of something new that's about to overhaul traditional processes, manual data-crunching, and tedious testing by partnering up with artificial intelligence and machine learning.

How often do you reflect on the ways technology changes your life as a marketer? I mean the sly, step-by-way manner in which new tech slides neatly into your existing stack and subtly reframes the game on you. These changes don't always alter your job in dramatic ways, but they eliminate the hassles and headaches. They may speed up your time to results, automate painful routines, and enable you to focus on what matters most. Very rarely, these technologies also let you do things you'd never considered possible. No incoming martech makes a better case for this sort of incremental innovation than artificial intelligence. While new AI products are surely on the horizon--self-driving cars are coming any day now, possibly, maybe--AI's most dramatic effect on your job today lies in adding new features across the tools that you're already using.

Businesses will spend an estimated $80 billion on AI by 2022, up from $35 billion in 2019. Because AI makes things better – it has already proven itself as an invaluable tool for getting more sales, targeting ads more effectively, understanding complex data, and just about everything else in between. But this isn't AI like the AI in James Cameron's Terminator films; rather, it is a business tool. It has myriad applications for all sectors of the economy, and it is already generating HUGE wins for brands. Case in point: H&M uses an AI bot to build user profiles of its customers which, in turn, helps it to better understand what they're shopping for now and in the future.

Current approaches to website conversion testing are severely limited relying on incremental steps within a narrow range. What kind of hill climber are you? Many of us don't think of ourselves as hill climbers when we think of our daily jobs. We are marketers, product managers or digital experience professionals who are endlessly pursuing better performance (peaks) from our campaigns and work. At Sentient, we talk about the concept of the hill climbing metaphor frequently for how conversion experts and professionals do their work. When you are running experiments or trying to optimize your site or a campaign, you are looking to seek gains (higher conversion rates, increase AOV, increased sales, etc.) to drive growth.