Getting Smart About Artificial Intelligence

Getting Smart About Artificial Intelligence

Five Best Practices for Diving in

Table of Contents

Executive Summary

Artificial intelligence (AI) is no longer a futuristic, sci-fi trope. After years of development, AI technologies—including machine learning (ML), natural language processing (NLP) and computer vision—are transforming organizations and freeing up employees to do higher-value work. For marketers and advertisers, AI is already disrupting core functions, including ad targeting, media buying, content creation and propensity modeling. But getting started can be difficult. There’s a dizzying array of solutions and many potential pitfalls. This report highlights five best practices for marketers as they explore the complex AI ecosystem.

What factors should marketers consider before implementing AI?

Marketers should have a clear vision of how AI will solve a specific business problem, then implement a realistic strategy to achieve that goal. The decision to build or buy AI capabilities depends on the resources available, the problem that needs to be solved and the company’s culture. Marketers must also be prepared to invest in refining their systems and committing for the long haul.

Are certain skill sets required to successfully manage AI technologies?

The AI ecosystem can be complex and confusing, and AI projects often require unique skill sets that may entail hiring new workers or retraining employees. Ultimately, AI is a digital transformation that is forcing marketers and technologists to work more closely together.

What data is necessary for successful AI projects?

Good data is the bedrock of AI modeling. If a project doesn’t have the right data, the results will be less than optimal. However, not having perfect data at the outset shouldn’t prevent marketers from getting started.

Should marketers tell their customers they are using AI?

Because AI systems can crunch through vast amounts of personal data from different sources, transparency and trust are becoming increasingly important. Organizations must ensure they are using the technology in responsible ways and clearly communicating how it may affect their stakeholders.

WHAT’S IN THIS REPORT? This report offers marketers five best practices for using artificial intelligence and machine learning in their operations.

KEY STAT: Some of the most common ways businesses are preparing to use AI include learning from early adopters, seeking outside advice and ensuring staff has the right skills.

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Victoria Petrock


Ross Benes
Writer, Tech & Marketing
Paul Briggs
Senior Analyst
Caroline Cakebread
Junior Analyst
Rahul Chadha
Senior Analyst
Chris Keating
Research Director
Nicole Perrin
Senior Analyst
Jillian Ryan
Senior Analyst
Tracy Tang
Senior Researcher