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Serge Vartanov 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:

In an increasingly connected world, marketers are gaining access to unimaginable volumes of data about our efforts.

Today, we know more than how focus group customers react to our assets—we know how each micro-segment of user reacts and interacts with each piece of content we produce and distribute to market our companies.

Customers are no longer willing to tolerate being interrupted by tone-deaf advertising—they seek relevant content in a relevant context that takes them to meaningful solutions that make their lives easier.

Big data analytics help marketers distill customer interaction data to get a better understanding of what combinations of customer, content, context and placement have potential and what combinations frustrate users.

Artificial intelligence and machine learning take this further, searching for the otherwise invisible ‘needle in the haystack’ relationships by testing and optimizing in real time. With AI, selecting the most appropriate content to share with each customer and the most appropriate context in which to share it becomes less of a guessing game and more autonomous science—resulting in happier customers and a healthier business.

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