Artificial Intelligence Use Cases and Best Practices for Marketing

Data. It’s the lifeblood of digital marketing — so it should come as no surprise that artificial intelligence (AI) and machine learning (ML) are an essential part of a modern marketer’s toolkit. During the past few years, AI has made significant inroads in the digital ad ecosystem for audience and product development, creative testing and measurement, and is now expanding into the realm of creative planning, compliance and privacy, and even identity management in a post cookie world.

The reality is that AI is the only technology that can keep up with the petabytes and terabytes of data that are the hallmark of successful digital marketing playbooks today. To keep pace, executives and marketers need to understand the applications of AI and how it . . .