The advent of new algorithms, faster processing and cloud-based data is making it possible for many companies to experiment with artificial intelligence (AI). While marketing and sales are particularly ripe for innovation, there is still a lot of confusion in the marketplace. This presentation will help marketers see past the mysticism and get started with AI in 2018.

1. © 2018 eMarketer Inc.
Made possible by
Artificial Intelligence for Marketers 2018:
Finding Value Beyond the Hype
Victoria Petrock
Principal Analyst, Industries
January 25, 2018

2. © 2018 eMarketer Inc.
AI terminology can get confusing
 Machine translation
 Speech recognition
 Image recognition
 Chatbots
 Virtual digital assistants
 Computational linguistics
 Recommender systems
 Predictive analytics
 Prescriptive analytics
 Robotics
 Cognitive computing
 Augmented intelligence
 Man-machine learning
 Algorithmic assistance
 Cognitive augmentation
 Intelligence amplification
 Knowledge engineering
Technologies Applications Buzzwords
 Machine learning
 Deep learning
 Natural language processing
 Natural language generation
 Computer vision
 Neural networks
 Expert systems
#eMwebinar Made possible by

3. © 2018 eMarketer Inc.
AI: An immature market in high growth mode
Investment in the
technology is
growing quickly
#eMwebinar Made possible by

4. © 2018 eMarketer Inc.
What’s driving AI adoption now?
1. The cost of computing is decreasing, while
processors are more powerful (e.g., GPUs).
2. More mobile and IoT devices are collecting more
data to train AI systems.
3. Large tech companies and innovative startups are
throwing their weight behind AI.
4. Cloud providers are making it easier and more
affordable to access their powerful AI tools.
#eMwebinar Made possible by

5. © 2018 eMarketer Inc.
AI has many applications in marketing
Image credits: Pixabay, The Weather Company
CRM & CEMLead generation &
customer acquisition
Marketing
intelligence Advertising &
media buying
Brand
building
Campaign
optimization,
analytics & ABM
Search
interfaces
Bots &
virtual assistants
Recommender
systems
Content creation
& dynamic creative
Made possible by

6. © 2018 eMarketer Inc.
Marketing and sales are among the top business
uses for AI
Email marketing,
lead scoring,
sales forecasting
and chatbots are
among the most
popular uses
#eMwebinar Made possible by

7. © 2018 eMarketer Inc.
Marketers using AI are seeing positive outcomes
86% say it makes
marketing teams
more efficient and
more effective
#eMwebinar Made possible by

8. © 2018 eMarketer Inc.
But many still don’t feel prepared
34%
#eMwebinar Made possible by

9. © 2018 eMarketer Inc.
AI tech requirements
 Data collection
 Data storage
 Data processing and analysis
 Data output
Image credit: Zlatko Najdenovski, thenounproject.com
#eMwebinar Made possible by

10. © 2018 eMarketer Inc.
Two major options for getting started
#eMwebinar
Build Buyvs.
Made possible by

11. © 2018 eMarketer Inc.
In most cases, it’s easier to buy than build
Many companies
don’t have the
resources to build
from scratch, so
they turn to
“AI-as-a-service”
#eMwebinar Made possible by

12. © 2018 eMarketer Inc.
Public Cloud Providers Marketing Cloud Providers
#eMwebinar Made possible by

13. © 2018 eMarketer Inc.
And a large ecosystem of smaller companies
#eMwebinar Made possible by

14. © 2018 eMarketer Inc.
Introducing Mike Hartman, Senior Director of
Product Strategy, Listrak
#eMwebinar Made possible by

16. Predictive
Content
Powered by machine learning
and predictive analytics, timely and
relevant content recommendations are
automatically delivered to your
target audience, aiding in the
purchase decision.
Listrak

17. 3x higher
engagement

19. UN IFY
Collect & Unify
Customer Data & Buying
Signals
IN TERP RET
AI2: Artificial
Intelligence x Actual
Intelligence
P ERSON ALIZE
Intelligent
Orchestration
& Automation
EN GAGE
Seamless Cross-
Channel Interactions
Listrak Platform Overview

20. www.listrak.com/resources/whitepapers/predictive-content-whitepaper/

21. © 2018 eMarketer Inc.
Best practice: Define project goals first; pick
technology later
“Companies should be saying, ‘I have a
particular problem,’ or ‘I'm trying to make the
consumer turn in a particular way; how can I
use AI to solve that?’ rather than looking
for the shiniest object within the AI world.”
—Thomas Prommer, Managing Director,
Technology Outreach, Huge
#eMwebinar Made possible by

22. © 2018 eMarketer Inc.
Think about what you are trying to accomplish
What do I
need to
accomplish?
Can AI help
me reach
these goals?
Which technology
and partners
should I use?
1 2 3
#eMwebinar Made possible by

23. © 2018 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
Made possible by
You will receive an email
tomorrow with a link to view the
deck and webinar recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Victoria Petrock
Artificial Intelligence for
Marketers 2018: Finding
Value Beyond the Hype
 Artificial Intelligence for Marketers: The Future Is Already Here
 Virtual Reality and Beyond: The Current State and Future
Potential of Immersive Digital Marketing Experiences
 Artificial Intelligence 2016: What’s Now, What’s New and
What’s Next
 The Internet of Things: The Complete Industry-by-Industry
Guide for Marketers