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With the rise of artificial intelligence (AI) and machine
learning, modern marketers have access to a new
class of AI-enabled, marketing automation platforms
that accelerate the implementation of the modern
marketing blueprint. AI-powered marketing platforms
convert customer data and activities into actionable,
personalized insights, which leads to more relevant
and personalized cross-channel consumer engage-
ment. In addition to modern marketers getting smarter
about customer experience and personalization, AI
can interpret digital breadcrumbs, replacing manual
guesswork with automated decision-making.
Specifically, AI-enabled marketing platforms zero in on the
moments that matter to consumers through personalized
messaging at scale across a variety of channels: email,
apps, browser push notifications, web and mobile in-app
messaging, and SMS. AI-enabled marketing platforms
make campaigns feel less like campaigns and more like
conversations, increasing the chances people will engage
with the messages that offer mutually beneficial outcomes.
CHAPTER 6 How AI Helps Marketers Humanize Their Brands
For example, if we compare old-school approaches to
new-school capabilities, disruptors and those who want
to become disruptors will set the foundation for the
development of their modern marketing blueprint.
On the next page, we see how marketers can begin to
lay this foundation by understanding the 5 Ws of modern
marketing and how they should think of each in terms of
the old way of marketing vs. the new way of marketing.