AI marketing has evolved from a concept to a transformative force and is being adopted at speed by forward-thinking marketers to help them with everything from lead scoring to personalization to content creation.

“Artificial intelligence (AI) and machine learning (ML) continue to push the boundaries of what is possible in marketing and sales,” notes a report by McKinsey, adding that businesses already investing in AI are seeing “a revenue uplift of 3 to 15 percent, and a sales ROI uplift of 10 to 20 percent”. It’s clear that businesses that don’t focus on incorporating AI into their marketing strategies will be quickly outpaced by competitors.

While some marketers might have concerns that AI will replace their roles, the reality is that—in the near future at least—AI could actually make them better at their jobs. “AI itself is not going to put anyone out of work. I think marketers who know how to use AI are going to put other marketers who don't know how to use it out of work,” says Amanda Laviana, Senior Marketing Manager - Brand & Content at Plenti. “It’s going to be a matter of figuring out how to use the tools to your advantage and use it to automate the parts of your job that can be automated, that don't need that human touch, and use your energy for the creative parts, the human parts of your job.”

In this comprehensive guide to AI marketing, we’ll dig into what exactly AI marketing is and why marketers should be using it; use cases for AI in your marketing strategy; the pitfalls of using AI and how to overcome them; real-life examples of how marketers are already using AI in their day-to-day; and how to start incorporating AI into your marketing strategy today.

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