Using Artificial Intelligence in Marketing : How to Harness AI and Maintain the Competitive Edge

Using Artificial Intelligence in Marketing : How to Harness AI and Maintain the Competitive Edge
ISBN: 9780749483395
Publication Date: 3 February 2019

Artificial Intelligence is unquestionably the way of the future - it permeates every aspect of marketing and customer service, from bots to speech recognition to computational decision making. By 2030, it is forecast that AI will boost global GDP by 14%, or nearly $US16 trillion.

While this is an exciting frontier, it also represents a time of major transitional change. Marketers and brands need to adapt to AI or risk losing their competitive edge, but the challenges of managing campaigns that combine both people and AI can be daunting. Using Artificial Intelligence and Transformative Marketing contains a wealth of practical advice for marketers to help them bridge the gap between today and the future, and implement wide scale AI strategies with confidence.

Artificial Intelligence and Transformative Marketing will enable marketers to incorporate broad scale AI across all necessary touchpoints, from customer services through to sales. It delivers a proven framework to help brands thrive as they make the fundamental shift from being predominantly human-driven, to heavily dependent on AI.

More importantly, it allows individual marketers to view AI as the phenomenal opportunity it is, rather than an overwhelming challenge. The text also includes fascinating discussion of the unavoidable ethical questions that come hand-in-hand with large scale adoption of AI in any industry.

Featuring detailed case studies from global companies such as Ocado, Amazon Echo, Netflix, Tesla and Google, Artificial Intelligence and Transformative Marketing is, quite simply, a must-read for any marketer looking to harness AI confidently and capably.