Artificial intelligence, or AI as it's called, has been a buzzword for nearly a decade already, yet sometimes it still feels as though we're just in the early stages of discovering what predictive analytics and machine learning can do for enterprises. Nowhere is this truer than in marketing and sales functions. According to Forrester, as of 2017 marketing and sales accounted for more than 50 percent of all AI investments. But when you look at investors who have already sunk serious money into AI projects, only 45 percent have seen any results at all. And among those who are seeing results, 25 percent agree that they've become more effective in their business processes.