AI for Marketing Strategy

[Dr Andree Bates]

The march toward personalization means marketing strategy finds itself under the expanding shadow of artificial intelligence. Given the need to serve personalized experiences to a large customer base, marketers can no longer rely on intuitive heuristics targeted to the lowest common denominator. They need to discover preferences, align messaging, personalize value, and employ the right channels for all. This is, by definition, no longer a task that human cognition can serve, certainly not at scales that keep the business competitive. This evolving need of the marketing function warrants data and artificial intelligence that can aid human cognition to make sense of it. Healthcare companies nee to recognise this and start restructuring their operations to put AI in the centre.

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