Artificial Intelligence has the capacity to significantly enhance the power of marketing and marketers across the world are opening up to the possibilities AI presents to them in engaging better with consumers, while also improving customer experience. Sarin Menoky, Lead - Thought Leadership Marketing, Infosys BPM writes about the opportunities that AI presents for marketers and what the future looks like. Marketing is a sector that has among the most to gain from artificial intelligence (AI). At its core, the purpose of marketing is to understand customer requirements, map them to relevant products and services, and persuade people to buy. AI has the capacity to significantly enhance the power of marketing.

When the Netflix series House of Cards premiered in 2013, it quickly became the most downloaded content in the company's history – a statistic that came as no surprise to Netflix executives. They had previously examined a vast pool of Netflix data on subscribers' viewing habits and determined that the show was likely to become a hit even before they purchased it. The wisdom behind Netflix's sure-fire choice came from machine learning, which, loosely defined, is the ability of computers to learn on their own (without being programmed) by using algorithms that churn through large quantities of data. Machine learning's talents aren't limited to picking the next TV blockbuster, either. Consider some of the more down-to-earth uses that we already take for granted today. Have you noticed how spam e-mails have almost disappeared from your inbox?

When the Netflix series House of Cards premiered in 2013, it quickly became the most downloaded content in the company's history – a statistic that came as no surprise to Netflix executives. They had previously examined a vast pool of Netflix data on subscribers' viewing habits and determined that the show was likely to become a hit even before they purchased it. The wisdom behind Netflix's sure-fire choice came from machine learning, which, loosely defined, is the ability of computers to learn on their own (without being programmed) by using algorithms that churn through large quantities of data. Machine learning's talents aren't limited to picking the next TV blockbuster, either. Consider some of the more down-to-earth uses that we already take for granted today.