Ad tech companies use AI to power programmatic exchanges and to automatically optimize ad campaigns. Search engine companies use it to power smart bidding of terms. Marketing automation software relies on it to send nurture emails and qualify leads. Many companies are using AI technology to improve the customer experience.
In fact, an article in Econsultancy in April of 2016 (seemingly a million years ago when it comes to this topic) pointed to 15 examples of artificial intelligence in marketing at the time.
While it’s true that companies that don’t begin to integrate AI into their operations risk becoming less competitive than those that do, it’s important not to get caught up in an AI “arms race.” Whether or not you need to remake your business around AI should have more to do with it being core to your offering than what others are doing. If it’s not core (or at least not yet), it may be far more economical to outsource AI capabilities via third party bots and platforms.
*Chart adapted from Gartner presentation, “Artificial Intelligence Technologies Fuel Competition in User Experience.”