Analyzing the Impact of AI on Marketing
The artificial intelligence technologies are advancing rapidly. Along with the other domains, they are influencing the marketing too.
MarTech contributor Greg Kihlstrom has published an article explaining about the four AI categories that are impacting marketing.
He says, “In this four-part series, we’re exploring four categories of artificial intelligence (AI), how they can meaningfully impact marketers and their customers and what to potentially avoid. Part one (Generative AI) is here.
In this second article, we’ll look at predictive analytics — tools using data such as user behavior (aggregated and per-customer basis) and other factors to provide marketers with predictions of future behavior and other trends.
What is predictive analytics?
Predictive analytics builds on the wealth of data companies have on their customers’ behavior and actions and other trends and information that might be available to them. Therefore, it is AI that makes predictions about future outcomes using historical data combined with statistical modeling, machine learning and other forms of analytical tools.”
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