3 Questions Marketers Should Ask Before Investing in AI

Jan 25, 2017 4:35 PM ET

Originally posted on Venture Beat.

The advent of artificial intelligence (AI) might have many marketing execs rolling their eyes and saying “Not again!”

As they well know, too often, marketing decisions come down to a guessing game. Marketing automation and analytics software can help, but the testing and measuring tools they offer only generate insights after the fact. And then there’s the meta-decision: How do you know which marketing technology will actually deliver actionable results?

Artificial intelligence technology can improve your decision-making and budgeting abilities. The question is where to apply AI and how. You don’t want to fall into the same guessing game about which areas of your marketing tech stack would most benefit from the application of AI. That just moves the guesswork from one area to a different, even harder to understand one. Suddenly you’ve got a meta-meta-problem.

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