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Etienne Mérineau 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:

Science meets storytelling:

Historically, marketing and advertising have always been about the abstract art of storytelling. With the rise of big data, AI and conversational interfaces (chatbots), marketers can now inject a healthy dose of science into their craft to tell stories that are much more insightful and personalized.

Not only can we now tell these stories in a one-to-one, personalized fashion (as opposed to the "one-to-many" approach of traditional media), but we can now get retroaction from consumers and ignite a conversation that will help optimize and personalize our messaging further.

In short, AI will bring "personalization at scale". Marketing will be ever-learning and ever-evolving, in sync with the pace of play of consumers who now dictate the rules of the game. As such, AI will enable brands to become much more customer-centric. Brands will no longer simply have a style guide, a logo, and a slogan, they'll have an adaptive human personality and a brain. As a result, AI has the potential to make brands much more human.

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