This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20.
Because AI is such a hot topic, everyone is talking about it. But not every commentator has a solid grasp about what AI technologies can and cannot do. This leads to some serious hype about AI’s capabilities and potential. When this hype invariably proves incorrect or incomplete, marketers discount the opportunity presented by AI (and understandably so).
In reality, AI can’t do everything, but it is already transforming business as usual in marketing and sales. And marketers need to pay attention.
Marketing automation and CRM platforms like HubSpot, Salesforce and IBM are baking AI into their solutions. Polled by Salesforce, 3,500 marketing leaders say AI is the “leading technology” where marketers expect the most growth in the next two years. There has been a 4.6X rise in deals to AI startups in the last five years, according to CB Insights, from 150 companies in 2012 funded to 698 in 2016.
Marketing artificial intelligence is here to stay. The real question isn’t “Is AI a thing?,” it’s “What does the future of marketing look like in the age of AI?”
We’ve spent years experimenting with AI and learning about the potential direct from AI providers. And we’ve identified what we believe to be several significant trends that are going to define marketing’s near AI future.