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eMarketer Report

Artificial Intelligence for Marketers: The Future Is Already Here

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Executive Summary

As artificial intelligence (AI) creeps steadily into everyday life, a growing number of marketers are using it to enhance their campaigns and provide better experiences for customers. Across industries, AI is helping marketers to make sense of large amounts of data, learn more about markets and customers, generate leads, optimize campaigns and streamline operations.

  • AI for marketing and advertising is still in the early stages, but its use is growing quickly. Faster and more affordable processing power, cloud computing platforms, big data and unprecedented connectivity are all helping drive more widespread adoption.
  • Marketers across all industries are experimenting with ways to put AI to use. Top applications include business intelligence, customer acquisition, programmatic advertising, campaign optimization and multichannel communication.
  • Some AI players—including top tech companies, advertising agencies and marketing-focused startups—are working on projects and collaborations that will bring AI to marketing and advertising in a more coordinated way. IBM’s Watson platform is a leading player in these efforts.
  • Many marketers fear that AI adoption will result in job losses, though it’s too early to know. Some experts believe the new technologies will actually free some employees to do more valuable work.

"Businesspeople, including marketers, are turning to AI to accomplish a variety of goals. These include predicting future activity, automating manual and repetitive tasks, monitoring business health and improving communications with customers."

AI in Action

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What Does AI Mean for Marketers?

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Related Reports

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10 charts are included in the full report:

Artificial Intelligence for Marketers: The Future Is Already Here

Most Important Benefit that an Artificial Intelligence Solution Should Provide According to US Business Executives, May 2016 (% of respondents)

AI in Action

Technologies that Will Affect Their Business According to Publishers, Agencies and Advertisers Worldwide, April 2016 (% of respondents)

Technology Trends that Will Have the Biggest Impact on Marketing Companies by 2020 According to Marketing Executives Worldwide (% of respondents)

Tactics for Which IT Executives in North America Use* Machine Learning Programs, Nov 2015 (% of respondents)

Marketing Intelligence

Most Important Benefit that an Artificial Intelligence Solution Should Provide According to US Business Executives, May 2016 (% of respondents)

Lead Generation and Customer Acquisition

Areas in Which Client-Side Marketers Worldwide Use Predictive Analytics to Generate Insight, May 2016 (% of respondents)

Marketing Optimization

Business Areas Where Digital Technology Has Had vs. Will Have* a Positive Effect According to Business Professionals Worldwide, Q2 2016 (% of respondents)

Customer Experience

New/Emerging Technologies with the Most Potential to Affect the Customer Experience According to Senior Marketers Worldwide, April 2016 (% of respondents)

What Does AI Mean for Marketers?

Emotions/Attitudes that Executives in Europe* Are Likely to Face When Communicating Robotic Process Automation (RPA) and Artificial Intelligence Considerations, April 2016 (% of respondents)

Managers Worldwide Who Trust the Advice of Artificial Intelligence Systems*, by Industry and Manager Level, Sep 2015 (% of respondents)

Leading Advantages of Artificial Intelligence for Their Company According to UK Senior Business Decision-Makers, July 2016 (% of respondents)

Interviews included in the full report:

Kaggle Matches up Brands and Coders to Crowdsource Data Solutions

Interview conducted on June 9, 2016

Harley-Davidson Says Artificial Intelligence Drives 40% of New York Sales

Interview conducted on August 19, 2016

Virtual Assistant Gives Swedbank Agents More Time to Sell

Interview conducted on August 16, 2016

Leading Hotels of the World Uses AI to Drive Destination Discovery

Interview conducted on August 24, 2016

TD Ameritrade Uses Artificial Intelligence to Put a Marketing Twist on Risk Assessment

Interview conducted on August 17, 2016

How IBM Watson Learns and Acts Like a Marketer

Interview conducted on August 23, 2016

The Intersection of Artificial Intelligence and Advertising

Interview conducted on May 3, 2016

How Artificial Intelligence Is Affecting Personalization

Interview conducted on May 3, 2016

How easyJet Uses Artificial Intelligence to Improve Operations

Interview conducted on August 22, 2016

Interview conducted on August 16, 2016

Interview conducted on August 11, 2016

Interview conducted on August 15, 2016

Interview conducted on August 10, 2016

Interview conducted on August 11, 2016

Interview conducted on August 9, 2016

Interview conducted on August 11, 2016

Interview conducted on August 10, 2016

Interview conducted on August 10, 2016

Interview conducted on August 12, 2016

Interview conducted on August 15, 2016

Interview conducted on August 12, 2016

Helen Baric

Communications Director

Microsoft

Interview conducted on August 16, 2016