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Suraj Kandukuri 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:

Right now businesses still need a fair amount of consumer input to target their marketing efforts. For example, Facebook ads require consumers to like pages so that businesses can target consumers that like 'X.' As artificial intelligence improves, consumers will see better recommendations with fewer inputs on their part, meaning that marketing will be more targeted but with less consumer effort.

This shift means marketing will continue to become more "consumer-focused," based on giving the customer value and not on hyping the product or service. We've already seen this shift as new mediums for marketing became available. In the past, drivers on the highway would see the billboard for an "exciting product" or a "reliable service." Now with Youtube videos, LinkedIn articles, personal blogs and other platforms, the way to sell is by providing value to the consumer. If a person googles (google being a newer medium) back pain, they will find 100s of physician websites that share information on the cause of back pain, potential treatment, etc. in the hopes of converting and creating a customer.

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