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Steve de Mamiel 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:

AI will make the marketing team a significant stakeholder in the technology focus and spending in most organisations. Furthermore, marketing will step forward to direct a large part of the IT operations and how sales start the conversation with prospects.

A number of organisations will commence their AI journey through chatbots. While a small number of organisations currently use them just to answer basic questions, we will see more use of them to not only start the sales process but also take the customer on the complete buying journey through to the final purchase transaction. Only a small number of organisations have taken bots through to this extent currently.

The second step is typically the introduction of neural networks. This allows the marketing team to identify patterns in behaviour or interactions that might otherwise be overlooked without the AI application. For example, the AI application might start to recognise purchasing patterns based on where someone is from or what interests they have indicated.

As these tools are there to serve the marketing team, marketing will drive the client agenda. Today, marketing is often a service arm of sales and customer service teams but as you can see, the power of the AI tools will shift the authority and agenda-setting to the marketing team as AI significantly increases the measurable value of marketing.

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