sirich
'AI will enable marketers to achieve more, but requires trust,' says Microsoft Bing Ads GM
There is hardly a new digital marketing feature or product introduced today that doesn't incorporate -- or is at least informed by -- artificial intelligence and machine learning. But is marketing getting better for it? Yes, says Steve Sirich, general manager of Bing Ads at Microsoft. "While some have doubted the outcome of this relationship [between marketing and AI], evidence points to its success. In turn, marketing is becoming more data-driven as integrated marketing, efficiency and ROI become more of a priority."