How AI fits into the martech landscape
30-second summary: Today, artificial intelligence, sensors, and digital platforms—and an explosion of data—have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The Lean AI Autonomy Scale serves as a framework for assessing how the different capabilities of martech vendors stack up with AI in the industry. All major ad platforms and exchanges are powered today by a dizzying array of complex calculations with the goal of delivering your message to the right audience at the right time — and encouraging people to take an action, buy a product, or a host of other outcomes a marketer might be looking for. Today, we’re at a place where buy-side solutions are emerging that operate a layer above the platforms themselves, working to orchestrate your spend, targeting and even creatives across channels. A range of emerging vendors are out there today using Artificial intelligence to automatically optimize advertising spend and targeting. A big change is coming to martech in the next five years as more companies race to be more dependent on strategy and less dependent on humans orchestrating their campaigns. Sooner rather than later, machines will do the heavy lifting of creating enormous value across the entire customer experience. Today, artificial intelligence (AI), sensors, and digital platforms—and an explosion of data—have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The dynamic, uncertain business environment will require companies to focus more on discovery and adaptation instead of forecasting and planning. Artificial intelligence, particularly machine learning, has played an important role in digital advertising for a long time now. In fact, the industry wouldn’t exist at this scale without AI powering the performance of your campaigns. Cutting through the noise: A framework for assessing the state of martech There is no shortage of claims in the world of martech — particularly when it comes to artificial intelligence. How can you systematically assess vendors and their claims, and get an accurate sense of the state of the art? A good way for marketing leaders to do that is to use the Lean AI Autonomy Scale framework below to help you assess how the different capabilities of vendors stackup with AI in the industry: The Lean AI Autonomy Scale Most marketing teams are in the process of figuring …
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