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If you're in marketing, AI is a powerful ally.

If you're in data science, marketing is a rich problem set.

Artificial Intelligence (AI) had a breakthrough year in 2016, not only with machine learning, but with public awareness as well. And it's only going to continue. This year, most marketers believe consumers are ready for the technology.

“Artificial Intelligence Roundup,” eMarketer, February 2017

AI IN A NUTSHELL

Artificial intelligence (AI) is the next, logical step in computing: a program that can figure out things for itself. It's a program that can reprogram itself.

The Three Ds of Artificial Intelligence

The shorthand for remembering what's special about AI is that it can detect, deliberate, and develop– all on its own.

Detect

Artificial intelligence can discover which elements or attributes in a bunch of data are the most predictive. Even when there is a massive amount of data made up of lots of different kinds of data, AI can identify the most revealing characteristics, figuring out which to pay attention to and which to ignore.

Deliberate

AI can infer rules about the data, from that data, and weigh the most predictive attributes against each other to answer a question or make a recommendation. It can ponder the relevance of each and reach a conclusion.

Develop

AI can grow and mature with each iteration. It can alter its opinion about the environment as well as how it evaluates that environment based on new information or the results of experimentation. It can program itself.

An individual's search terms are more important than her location, which is more important than her age (detect). When people use six or more words in a search, their propensity to purchase is so high that a discount is counterproductive (deliberate). Once it is noted that women under the age of 24 are not likely to purchase, regardless of words in a search, an experiment can be run to offer them free shipping (develop).

THIS IS YOUR MARKETING ON AI

The tools are not supernatural. They are not beyond the understanding of mortals. You owe it to yourself to understand how they are about to rock your world.

Intelligence is the ability to adapt to change.

– Stephen Hawking

The companion website for Artificial Intelligence for Marketing: Practical Applications can be found at: AI4Marketing.com.