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Mark Kovscek 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:

We believe true marketing success is at the intersection of AI and user experience. New AI capabilities simplify complex data processes and accelerate insights for better decision-making.

As a result, it can alter the shape of the marketing value chain whereby CMOs and marketing teams can leave behind time-consuming data processing functions to uncover insights faster.

AI is most powerful when the human element is not completely removed from the process of deriving insights from data. The analyst must own the insight - not the computer.

So, instead of doing the thinking for marketers, AI will help them use actionable intelligence to make better, faster decisions. In fact, people and machines are already mutually learning from the patterns in the data, and processing them together is a way for both to improve.

When AI tools are in the hands of knowledge workers, they can provide greater value to those who need to understand vast amounts of data.

AI will help marketers move beyond simply, “What happened?” to answer the higher order, important questions such as, “Why did it happen?”, “What will happen next?” and “What are the best options?”.

What's Next?