Marketing teams are under-utilizing the full potential of AI, especially in areas that go beyond basic automation, according to a recent article from MarTech. While many teams have adopted AI for content generation and media buying, there are significant gaps in strategic use-cases like customer journey mapping, multichannel personalization, and predictive analytics.
A key learning is that marketing organizations often lack the internal alignment and expertise to implement AI in a holistic way. Most rely on plug-and-play tools that don't cater to their unique data structures or evolving KPIs. This opens space for custom AI models that are purpose-built and designed hand-in-hand with marketing objectives to bring real performance boosts.
One use-case with strong business value is the implementation of a Machine Learning model to predict customer churn by analyzing behavioral and transactional data. Martech leaders can leverage this model to trigger proactive retention campaigns, increasing customer satisfaction and long-term revenue. When paired with precision targeting, such use of AI can reduce acquisition costs and increase ROI — prime goals for any data-driven marketing team.
This highlights the importance of working with an AI agency or AI consultancy equipped to develop context-aware, custom models. Businesses aiming to close the AI utilization gap will benefit from embedding AI experts into their teams and putting data at the center of decision-making.
Read the original article: https://news.google.com/rss/articles/CBMic0FVX3lxTE01R2ZWeHVyTUFpQ0hGb25WU1VlTDJkaVNrbkw4MXpGTHNlaFRtWmVNUXprNW9oS0FXQmFnem03VDZaZmlDYWV1cUd4QnRaSC1yZkJ0c2RzOHhhLVBWc0pXekZWa0p3czJ3NmVQT0ZUX3NGckE?oc=5