As tech giant IBM expected a new breed of marketers is arising with the help of Artificial Intelligence, IBM Watson Marketing published its 2019 Marketing Report that highlighted trends in the industry. The IBM team anticipated that consumers will likely engage more with brands that are genuine and deliver on their certainty.
The computer hardware company believed that AI and Machine Learning will make hyper-personalization a reality as the propagation of data and the streamlining of marketing stacks will enable marketers to deliver personalized content at a gigantic scale. Marketing Program Director For IBM Watson Marketing, Michael Trapani stated that creating a connection with brands will always be a very human, emotion-driven process for customers, where Machine Learning and AI come in this course to better notify marketers based on uncovering insights regarding brands’ customers that a human might not perceive or find. Trapani further noted that those insights then allow human marketers to build a better and more germane creative view and then deliver it at scale across channels to individuals. As per the report, the anticipated influx of AI will dominate the emergence of consulgencies, as the need to enhance expertise in customer experience analytics and mobile apps will observe the capabilities of consultancies and agencies converge.
Trapani said that several agency partners who work with IBM have added or enlarged their technical and data integration and consulting capabilities. Most of them are also shifting to more of advisory arrangement, concentrated more on hours and results that on media buy. As for Artificial Intelligence, all-sized agencies are searching utilizations of AI to resolve their clients’ marketing and customer challenges, whether it’s developing Chatbots or interactive experiences. To identify and predict where consumers are struggling to achieve their goals in an online journey, agencies are also gradually more utilizing off-the-shelf AI-powered marketing solutions.