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Assaf Baciu is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.

Here's the complete contribution:

Brands are facing stiff competition, and possibly extinction, in this age of the empowered consumer.

The ubiquity of marketing messages, consumers reviews, social media, and increased scrutiny make it increasingly difficult for brands to stand out from all the noise, let alone form the lasting relationships they need for business longevity.

The only thing that will make a difference in this scenario is not simply a customer focus, but a customer obsession. Brands need to commit to understanding consumers in a much more comprehensive way than current levels of personalization allow.

AI will continue to give marketers a significant edge in this arena. They should leverage these technologies to make the leap beyond targeting right person, right time, right place and start thinking about the right message. Not just offer, but message.

Because how you communicate should be as personalized as what you communicate. Using AI to optimize the very words marketers use to connect with audiences in a meaningful way will help brands create a solid foundation for rewarding relationships, for both parties, now and well into the future.

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