Marketing is moving from programmatic to predictive, but what does this look like in practice? A future where it's possible to zero in on understanding consumer behavior and deliver relevant experiences, according to leading marketers from The Weather Co., BlackRock, TripleLift, Nielsen and 84.51 /Kroger featured in the video above. We also touch on the question of how organizations should recruit in the cognitive era, and the larger impact of AI across business and society. As Jordan Bitterman, CMO of The Weather Co., notes: "AI is one of those revolutions taking place. There are those who say AI is just a catch phrase … but that's how it starts."

Mailee Creacy explains four tools of predictive marketing that will see it transcend programmatic's capabilities. As we all know, programmatic combines the ability to reach consumers across an expansive media landscape with the opportunity to measure and optimise campaigns in real time. Now, predictive marketing is transcending these capabilities through the application of artificial intelligence and big data – helping marketers anticipate consumer needs and wants, optimise every part of the marketing mix, and deliver seamless, always-on, always-relevant experiences. The predictive revolution in digital marketing is upon us, brought about by four key factors: unified profiles, algorithmic attribution, applied AI and dynamic creative. By harnessing these forces, the most innovative predictive marketers will be able to create individualised, custom consumer experiences unlike anything done before.