As technology keeps improving, product, market and jobs innovations appear. Marketing can now analyse customer behaviour, predict churn and address tens of thousands of people with the right topic through email automation – welcome to marketing 4.0. Artificial intelligence is said to be one of the most important marketing trends of 2017. So what does it actually bring to marketing? There's still work to do to make chatbots completely efficient but they sure are going to grow bigger.

IBM announced a deal with sports and fitness retailer Under Armour Inc. to use machine learning technology from Watson and showed off an application for diabetic care developed with the supercomputer's data, highlighting the company's effort to expand Watson's capabilities for the health-care industry. IBM and Under Armour released an updated fitness application for Apple Inc.'s iPhones that uses data powered by Watson, IBM Chief Executive Officer Ginni Rometty said Wednesday in a speech at the International Consumer Electronics Show in Las Vegas. Separately, Medtronic Plc CEO Omar Ishrak joined Rometty on stage to unveil a prototype for a diabetes-management app that tests have shown may be capable of predicting hypoglycemic events as early as three hours in advance. The application still needs to go through regulatory review -- it will roll out this summer, Rometty said. The ability to predict the hypoglycemic events is a "breakthrough," she said.