Artificial Intelligence in Marketing: It’s Time to Get Personal

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Increasingly, Artificial Intelligence (AI) is giving marketers a helping hand – reducing manual workloads, and enabling them to make rapid personalisation decisions, at scale, to improve their targeting.

It’s incredibly useful – but understandably, it’s caused some to wonder whether the benefits of artificial intelligence will one day come at a risk to their jobs.

At Salesforce, we don’t think they have much to worry about.

It’s true, AI is going to take over certain aspects of marketing. However, it’s about supplementing existing roles and processes to make them better – more intelligent and insightful. As Larry Kotch of Brainbroker put it: “These things don’t destroy jobs, they just change what jobs are needed.”

Take Salesforce Einstein, for example. Its AI-powered predictive analytics traces and records customers’ past behaviour, allowing marketers to personalise messaging – and then double down on what worked with lookalike customers.

The better AI gets, the better personalisation marketing can offer – so messages are more relevant and targeted, with less wastage. The result: higher return, lower spend.

 

Read full article here

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