Schedule a Demo
Does My Company Subscribe?
Principal Consultant, Raab Associates
Artificial intelligence isn’t a buzz word anymore—it’s happening. Machine learning is making its way into the marketing and advertising space, and organizations are using the technology to improve the likes of content personalization, advertising, data management and lead scoring. David Raab, principal consultant at Raab Associates, spoke to eMarketer’s Maria Minsker about what to expect from the onset of the AI age.
eMarketer: What’s the current role of artificial intelligence in marketing and advertising?
David Raab: There are many different applications in varying states of maturity. The basic thing to realize is that AI is going to be everywhere, and in many ways it already is. It’s used in content generation. It’s used in understanding personas and interpreting what people are saying. It’s used in selecting where to place advertisements. It’s used in every place imaginable. If it’s something that humans do in marketing, then AI is at least knocking on the door.
Biggest Challenges to Digital Transformation at Their Company According to IT Decision-Makers Worldwide*, Dec 2017 (% of respondents)
Most Important Initiatives for Achieving Their Companies' Current Digital Transformation Goals According to IT Decision-Makers Worldwide*, Dec 2017 (% of respondents)
Main Goals of Their Companies' Current Digital Transformation Initiatives According to IT Decision-Makers Worldwide*, Dec 2017 (% of respondents)
IT Decision-Makers Worldwide* Whose Companies Are Currently Undertaking Digital Transformation Initiatives, Dec 2017 (% of respondents)
US Senior Decision-Makers Who Use Emerging Technology* to Provide a Better Customer Experience, Jan 2018 (% of respondents)
Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View
B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement
Why Ad Buying Terminology Needs Standardization
Advanced TV Is Stymied by a Lack of Consensus Measurements
Better Data Analysis Is Critical to Improving Customer Experience
Most A/B Tests Don't Produce Significant Results