With investment in artificial intelligence (AI) poised to grow, people are finding creative ways to deploy the emerging technology. While AI is known for the way it automates various tasks from ad buying to song writing, it’s greatest strength may be in how it helps business professionals quickly make sense of large amounts of information.

In a February 2018 survey of 679 senior-level decision-makers in the US in the marketing, IT and operations fields conducted by Globant, about half of respondents said that AI could immediately improve their business by helping them surface consumer insights from massive data sets. For workers crunched on time, this is a promising feature.

For marketers, using AI to parse through data sets can be a handy tool to better target and reach users. In a May 2018 survey of 400 worldwide digital advertising professionals conducted by Econsultancy and MediaMath, just one-fifth of respondents said that they don’t plan to use AI for audience targeting or audience segmentation. Nearly half of those polled already use AI for these purposes.

As the amount of data that marketers rely on continues to grow, AI vendors may find that their niche is in helping digital marketers swiftly parse through the complexity that stands between them and their users.

Not sure if your company subscribes? You can find out here.