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Dean Abbott 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 label “Artificial Intelligence” (AI) has experienced a revival in the past year after languishing in the world of interesting but unfilled approaches to computer-aided learning since the 1970s.

Unfortunately, AI has taken on a wide range of meanings, spanning everything from rules for customer acquisition to deep learning networks for chatbots. Because the definition is so broad, the future of AI, likewise, will be very broad.

The use of AI in marketing will explode in the next few years as companies try to intelligently acquire, nurture, and retain customers. Programs and experiences designed to accomplish these tasks used to be driven by gut intuition, using either extensive experience or good instincts to understand new trends and develop messaging strategies.

The advantage of AI algorithms is that they can incorporate far more data than any one person can internalize, then analyze the myriad of ways customers interact with the brand to uncover the intent of customer behavior.

These AI-driven models will lead to more relevant communication with customers in marketing campaigns, responses to requests for information, or even (seemingly) meaningless chatbot banter.

By making these interactions more intelligent and more “human-like” rather than scripted, rigid, and “dumb,” customers will accept the role of these machines just as they have accepted ATM machines (to replace tellers), service kiosks (to replace airline baggage handlers and Sky Caps), chatbots and email auto-repliers.

Done well, humans will be required only to define requirements, build the analytics, and build the systems AI can operate on. But once they are built, these AI systems will auto-build, auto-tune, and auto-update.


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