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Leah Pope 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:

Today, marketers are at a crossroads and require a new, integrated marketing approach while extracting value from their data assets via daily, actionable insights.

This means two things: First, connecting disparate data silos and, two, flipping our proverbial optimization switch to “always on.”

The good news is that smart technology has evolved to help us drive this transformation.

The key to managing this complexity and turning it into our competitive advantage is artificial intelligence (AI). AI is set to democratize data literacy across the marketing organization.

As much of today’s data-related marketing work — 80%, according to Boston Consulting Group — is dominated by manual processes around reporting and data entry, it’s become painfully clear that this is too cumbersome in the modern pace of doing business.

AI will change this as it takes on the “heavy lifting,” and allows marketers to reallocate time to drive strategic initiatives.

In other words, it’s time to leverage AI to take care of computing and connecting unforeseen dots that exist within data assets, while letting humans focus on their strengths, which are related to creative problem-solving. It’s a balanced, complementary relationship.

AI will never stand in for the smart decisions marketers need to make, but it is now capable of showing us the granular details that we should be acting on.

As marketers are increasing their technology spend beyond the IT department, we now have an opportunity to help lead our businesses as we seek to get a firmer grasp on the customer journey and their respective experience.

AI is here help us get it done, it’s just a matter of marketers realizing the opportunity that is at hand.

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