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Sandra Fathi 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:

At its core, marketing's purpose is to convince and convert - to turn people into prospects and prospects into customers. AI has tremendous potential in helping drive that outcome.

If AI can automate and optimize the process of identifying potential customers, predicting their wants/needs, responding to queries, customizing marketing collateral and increasing its effectiveness, that's incredibly powerful for marketers.

There are so many areas of marketing where we are still 'blind,' running on instinct and assumptions while most data and analytics programs focus on measuring 'after the fact.' The promise of AI in the marketing process is measuring before the campaign - accurately predicting outcomes, conversions, cost savings, sales etc. That's good for businesses and for consumers as well.

Business could run infinitely more successful marketing campaigns while minimizing expenditures and consumers would stop being bombarded with marketing and advertising that they don't need or want. That's the holy grail.


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