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Leadership Brief
Artificial intelligence and machine learning are megatrends in marketing analytics and automation—it's often seen as the holy grail of digital marketing, as its possibilities seem to be endless. But are they? This leadership brief discusses typical limits and risks of ML-based marketing automation—and shows how to overcome or manage them.

1 Executive Summary

AI will change the way marketing is conducted in the next few years. Using state-of-the-art narrow AI, specific marketing tasks can be improved. In addition, narrow AI enables the creation of new and revolutionary applications for interacting with consumers and customers and offering them added value.

Further, ML-based analytics and automation behind the scenes will significantly change marketing and e-commerce. At the same time, consumer concerns and legislation in the areas of privacy and ethics must be considered and may create nontechnical limits on the use of narrow AI.

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