AI and ML for marketers

Talking with my customers (B2C, B2B2C, and B2B) they all ask the question can AI and ML really help to improve my PAR (purchase action ration) and BAR (brand advocacy ratio) and other KPI's of the digital marketing department. The answer is YES!! Let's start with the definition AI is the ability of technology to make smart decisions humanly concerning such things as visual perception, speech recognition, decision-making, and translation between languages. Machine learning (ML) is a subset of AI and is the ability of the technology to increasingly improve such smart decisions based upon data. These decisions get more intelligent with more data and with no human coding required. In my view, a less positive approach is using AI and ML to improve efficiency better is to see how these technologies contribute to improving the customer experience. AI can absolutely enhance the conversations between brand and customer enhanced conversations and interactions, real-time personalization, multichannel planning, optimization and delivery, and content generation. AI and ML can deliver the highest impact on the customer experience through Hyper-personalised, accurately measured, speed, creativity, intuitiveargeted marketing. Through agile marketing companies can start small, test the water identify the missing links (technology, platform, skills, people) and implement. With this garage model of Agile Marketing, your company can go through the phases to discover the value, prove the value and enforce the value. The hybrid marketing teams have combinations of skills like military swat teams. Leading those type of groups boost the energy of the whole marketing department.