Managing the Digital Marketing Enterprise in a World of Marketing Automation
The Rise of Artificial Intelligence and Automation in Marketing
In applications powered by artificial intelligence (AI), a machine is programmed to make decisions on its own based on a set of rules and also to “learn” from the results of its decisions. In marketing, for example, ad placements through programmatic advertising and search engine marketing have increasingly lent themselves to automation. Using AI, machines make decisions about what you should be seeing to help you make decisions about products.1 Most advertising on web and mobile sites is now programmatic, using algorithms to match the ad to the prospect or customer at the right time and place ...
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