By Rupa Ganatra
A recent survey of more than 300 marketers by Resulticks found that almost half thought artificial intelligence was an overhyped industry buzzword and 40% felt skeptical when they saw or heard the term. The survey also found that 47% of marketers believed AI was more fantasy than reality.
Artificial intelligence has certainly become the buzzword of 2018 as brands and retailers increasingly explore how it will impact their business this year and beyond. Speaking at an event recently hosted by StoryStream on the hype behind AI in marketing, it became apparent that whilst AI is in its infancy today, many brands and retailers are already actively using AI for the likes of content creation, content management, customer insights, personalization and customer acquisition.
Brands including Aston Martin, Shiseido and Mars are already actively embracing AI experimentation in marketing and some have been at it for some time. Food producer Stonewall Kitchen re-platformed it’s entire ecommerce site with Salesforce Commerce Cloud in 2016, creating an entirely AI-driven on-site experience for their shoppers and have already been reaping the results in areas like cart abandonment and average order values. Stonewall’s Director of Marketing and Direct-to-Consumer Sales, Janine Somers estimates that AI technology has been responsible for about 10% of their year-to-date product revenue. Read the full story including how Shiseido is using Lucy.
