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eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype



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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.

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eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype

  1. 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. 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. 3. © 2018 eMarketer Inc. AI: An immature market in high growth mode Investment in the technology is growing quickly #eMwebinar Made possible by
  4. 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. 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. 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. 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. 8. © 2018 eMarketer Inc. But many still don’t feel prepared 34% #eMwebinar Made possible by
  9. 9. © 2018 eMarketer Inc. AI tech requirements  Data collection  Data storage  Data processing and analysis  Data output Image credit: Zlatko Najdenovski, #eMwebinar Made possible by
  10. 10. © 2018 eMarketer Inc. Two major options for getting started #eMwebinar Build Buyvs. Made possible by
  11. 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. 12. © 2018 eMarketer Inc. Public Cloud Providers Marketing Cloud Providers #eMwebinar Made possible by
  13. 13. © 2018 eMarketer Inc. And a large ecosystem of smaller companies #eMwebinar Made possible by
  14. 14. © 2018 eMarketer Inc. Introducing Mike Hartman, Senior Director of Product Strategy, Listrak #eMwebinar Made possible by
  15. 15. 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
  16. 16. 3x higher engagement
  17. 17. 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
  18. 18.
  19. 19. © 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
  20. 20. © 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
  21. 21. © 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: 800-405-0844 or 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