Marketers are vying to take the wheel of the AI lead car. Interest in AI algorithms is a natural evolution of efforts to mature marketing data and analytics capabilities to drive customer centricity and personalization. Yet the continued swirl of AI hype casts a pall of caution over marketers. Many are unsure how to differentiate high-potential AI algorithms from those that remain experimental.
“Marketers need to embrace new uses of AI, but many struggle with where to begin, what to ask for or how to reconcile new methods with past experiences,” says Jason McNellis, Senior Director Analyst, Gartner. “Many intriguing use cases for AI make the headlines; however, many new AI methods are considerably more complex than in the past, which impedes trust in the overall approach.”
These three newer algorithms are delivering value to marketing teams by improving predictions, providing decision transparency and enabling marketers to identify effective content.