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Mark Cook  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:

When you analyse the day-to-day of many marketers' jobs, you'll see that a lot of what we do is some kind of pattern matching.  For example, marketers are:

  • SEOs looking for keywords that are aligned to their intent,
  • Copywriters experimenting with messages that resonate with our audience, or
  • Email marketers trying to segment their lists into groups.

Value comes from the experience and process of making good matches.

It's almost impossible to program a machine to do these tasks on a classical 'decision tree' style basis, but recent advances in AI, specifically machine learning, have given us the ability to make machines efficient at these tasks—frighteningly efficient.

Machines have been trained to beat humans at chess, poker and more recently the incredibly complex games such as Go by using 'deep learning'.

The deep learning approach engages machines to find relationships between data points, not previously considered, taking us far beyond the handful of demographic or user behaviour. Deep learning helps us build models that contain hundreds of variables with a noticeable impact on the outcome.

There are currently a lot of opportunities for marketers to adapt their skills to embrace this evolution and take advantage of it. I'm not convinced by the argument that this kind of marketing will remain a predominately 'human-centric' function, as the remaining barriers are technological and they're falling fast.


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