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Dana Gibber 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:

The next frontier in marketing is upon us, and it’s characterized by the robust use of AI and machine learning to finally nail the age old problem of sending people marketing messages that they are truly happy to receive. How will this happen?

Complicated algorithms will drill down on each individual customer profile, potentially looking at hundreds of variables like purchase history, frequency of engagement, things the customer has affirmatively said or written to a brand with sentiment and language analysis done on these communications. Then as marketing is sent and the user’s response to it is analyzed, the algorithm gets smarter about what to send them.

For example, the algorithm might recommend that you receive a short message, at 4:00 PM, notifying you about a sale on toddler shoes. Your response to the message will be analyzed and the algorithm adjusted in minuscule ways that can majorly impact conversion; for example, next time, you might receive your marketing message at 4:07 PM.

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