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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.

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This post originally appeared on the Marketing Artificial Intelligence Institute's blog. 

Artificial Intelligence has reached peak hype stage, but is it possible that its potential to transform marketing, and your career, is even greater than advertised?

You bet. Join us on Wednesday, April 11 at 2:00 p.m. EST to learn how to use AI to improve your marketing performance in a free webinar from Content Marketing Institute and the Marketing Artificial Intelligence (AI) Institute. 

The Marketing AI Institute is powered by PR 20/20. It was created to educate modern marketers on the present and future potential of artificial intelligence, and connect them with AI-powered technologies that can drive marketing performance and transform their careers.

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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. 

For over a decade, savvy professionals have used inbound marketing to grow. Inbound marketing consists of creating and promoting content that addresses customer needs. The goal is to attract, convert, and close more qualified leads by being helpful to consumers. Today, companies use inbound marketing methodologies to market more effectively and cost-effectively.

Marketing automation company HubSpot has defined much of modern inbound methodology. That methodology looks a little something like this:

Source: HubSpot

Says HubSpot:

“Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.”

To achieve these goals, inbound marketers rely on many tools. They include marketing automation software, content management systems, and email marketing systems. They also include CRM systems, content creation tools, and content promotion tools. These systems comprise the inbound marketing tech stack. That tech stack can make inbound marketers more productive, personalized, and performance-driven.

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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. 

“Can we automate content creation using artificial intelligence? More specifically, can we use machines to write blog posts at scale?”

These are the questions we sought to answer in spring 2015 when I launched an internal initiative named Project Copyscale at my content marketing agency, PR 20/20.

I’d had a growing fascination with artificial intelligence since IBM Watson won on Jeopardy! in 2011. I didn’t understand the underlying technology at the time, but when I read Automate This by Christopher Steiner in late 2012 I became convinced that artificial intelligence would transform marketing as we know it. It was only a matter of time.

“Some algorithms’ roots trace to the field of artificial intelligence. They may not be intelligent and self-aware like Hal 9000 (Heuristically programmed ALgorithmic computer), the machine from the movie 2001: A Space Odyssey (1968), but algorithms can evolve. They observe, experiment, and learn—all independently of their human creators. Using advanced computer science techniques such as machine learning and neural networking, algorithms can even create new and improved algorithms based on observed results.” — Christopher Steiner, Automated This (Penguin Group, 2012)

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Editor's Note: The following excerpt originally appeared in Content Marketing Fast Forward. See the full article here

Despite advances in marketing automation, much of the technology marketers rely on to plan, execute, and evaluate content marketing campaigns is elementary. But artificial intelligence (AI) possesses the power to change everything. Artificial intelligence is the science of making machines smarter, which in turn augments human knowledge and capabilities.

While traditional marketing technology is built on algorithms in which humans code sets of instructions that tell machines what to do, with AI the machine creates its own algorithms, determines new paths and unlocks unlimited potential to advance marketing and business.

It may seem like a futuristic concept, but AI-powered technologies are already being used today by companies like Amazon, Salesforce, and HubSpot to improve marketing and sales. In the process, AI will change how brands organize their content marketing.

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This post originally appeared on the Marketing Artificial Intelligence Institute's blog. See even more like it here

If you’re a marketer who wants to use artificial intelligence, the internet certainly isn’t doing you any favors.

There’s tons of hype about AI, but little substance on the subject of how you might actually use marketing AI systems and solutions.

We’ve spent a few years testing AI solutions, implementing AI for clients and talking to solutions providers about what’s possible.

So we thought it would be helpful to outline the biggest use cases for AI in marketing that we’re seeing right now.

This isn’t a comprehensive list of what AI can do, but it is a guide to what we think marketers ought to be doing with AI.

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