Good morning, are you using an “AI-powered martech solution”?
Artificial intelligence is poised for significant growth over the next three years. Business spending on AI, deep learning (DL) and machine learning (ML) is forecast to hit nearly $98 billion by 2023, according to the International Data Corporation (IDC). But AI — and all its associated buzzwords — has created the potential for more confusion across marketers when we talk about what we’re actually using to drive marketing.
“A high-level understanding of AI and ML is important because marketers need to be able to avoid being a victim of ‘AI-washing’,” said Mike McGuire, vice president analyst at Gartner for Marketers.
Artificial intelligence is a broad concept that covers machine and deep learning. The biggest difference between ML and DL is how data is presented to the system — ML requires structured data while DL can work with unstructured data.
Chances are, your “AI-powered martech solution” uses machine learning. It’s key to know the fundamentals of AI to ask the right questions to your vendors and ensure your team is using its capabilities across your entire martech stack.
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Jennifer Cannon,
Senior Editor