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RESEARCH, ANALYSIS & TRENDS

What marketers want to achieve by

implementing Artificial Intelligence (AI)

Customer satisfaction and more ROI for the company, and don’t necessarily understand AI marketing, which
due to more opportunities for personalized real-time are both potential barriers to mainstream adoption of AI
campaigns and automated workflows, are just some of marketing technology.
the goals marketers want to achieve when using artifi-
cial intelligence, according to the recent Forrester and
Emarsys study ‘Building Trust and Confidence: AI Mar- And although the use of AI in the marketing industry
keting Readiness in Retail and E-Commerce’. Around could enable retail companies to succeed alongside
half of the retailers surveyed are nevertheless still miss- industry giants, such as Amazon, the majority is cur-
ing out on leveraging AI marketing to personalize the rently still struggling with the implementation and has
customer journey and better understand customer be- no proper strategy in place. The reason could be that a
haviors, the report states. hug percentage believes AI technologies are primarily
made for analysts and scientists, still just hoping that
Fundamental changes they will be able to work efficiently and effectively with it
one fine day, too. Three quarters admit that it is in gen-
Especially, retail corporations are hoping for a lot of AI- eral difficult for them to keep up with the digital transfor-
powered marketing that supports their strategic work mation.
(79%) and brings more efficiency (86%) to their market-
ing teams. Thanks to AI automates workflows, market- “For retailers to harness the value of AI marketing and
ers also hope to have more time to focus on value- combat competitive threats, such as Amazon’s growth
generating tasks and reinventing their work. into adjacent markets, requires a clear understanding
of how AI can change the marketer’s role, as well them
However, the study also identified that 70% of business challenging the misconception that adopting such tech-
decision makers believe that their marketing team lacks nology requires technical skills,” Allen Nance, CMO at
the technical skills to leverage AI marketing technology Emarsys, explains. “We believe that an easy-to-use AI
marketing user experience that is based on tangible
4 July 2017 - Internet of Things (IoT) & Wearables