Artificial Intelligence (AI) produces some very emotional reactions among marketers – and that’s largely because there’s so little solid information about what the technology can actually do for them. In the absence of facts, hype and fear tend to take over. We hear a lot about how AI will hollow out marketing departments and take human choice out of buying decisions. We also hear a lot of claims about how it will solve every imaginable problem – and how businesses can automatically grow revenues simply by adopting it. We hear far less from people actually using the technology on a daily basis. However, those stories are out there – and it’s important to listen to them.
AI isn’t something that’s about to happen to you as a human being or as a B2B marketer. It’s already here – and it’s already having a significant impact on marketing campaigns. Before too long, every marketing solution and every tech stack will feature AI in some area or other. And that includes yours. The more you adopt AI, the more you tend to realise that it’s far less threatening – and far more accessible and useful than many people have made out. It’s not a magic-bullet solution to every marketing problem – but it’s certainly not the end of marketers and marketing, either.
At LinkedIn, for example, AI is like oxygen. We’ve been using it for over a decade to create the member experiences that people value most on our platform. It adds structure to the rich and valuable data that we have – and crucially, it helps to keep our site safe. Our customers increasingly expect the type of experiences that machine learning helps to deliver: more intuitive, more valuable and more secure.
We’re lucky enough to have a great perspective on what AI actually means in practice – and we felt strongly that B2B marketers deserve the same types of insight: what AI solutions are available today? What happens when they start to adopt them? What do they need to make sure they are getting the right value from them?