{"id":2448,"date":"2018-06-07T16:12:00","date_gmt":"2023-10-18T16:12:11","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2448"},"modified":"2023-10-18T17:35:44","modified_gmt":"2023-10-18T17:35:44","slug":"make-ai-reality","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/make-ai-reality\/","title":{"rendered":"Four Key Ways Marketers Can Make AI a Reality"},"content":{"rendered":"\n

Stiff competition from online giants, such as Amazon, are pressuring retailers to amp up their physical and digital offerings. At the same time, increasingly selective consumers are compelling brands to go the extra mile with more aggressive pricing, promotions and service offerings.<\/p>\n

We\u2019re in the midst of the fourth industrial revolution, where online information empowers every consumer to be more discerning with buying decisions. It\u2019s no longer enough to have an occasional promo or ad trumpeting a great value. Marketers need to adopt an \u201calways on\u201d approach to customer engagement. Which is why artificial intelligence is dominating marketing conversations now more than ever.<\/p>\n

Yet many companies still haven\u2019t made the leap toward investing in AI. According to the fourth annual \u201cState of Marketing\u201d report<\/a>, about half of marketing leaders currently use AI in their organizations. Moreover, 27% say they plan to implement AI over the next two years, and year-over-year growth is anticipated to grow at 53%.<\/p>\n

When revolutionary change like AI \u2014 or the internet or social media \u2014 barrels through the marketing industry, it\u2019s easy to be left behind.<\/p>\n

Here are four ways you can take to implement AI at your company.<\/p>\n

Recognize that now is the time. <\/h2>\n

We\u2019ve been hearing (and talking) about big data for a long time. It\u2019s only been in recent years, though, that we\u2019ve been able to combine the massive amounts of data needed with sophisticated machine learning to develop AI that is scalable to companies of all sizes.<\/p>\n

Of marketing leaders who currently use AI, 64% report<\/a> that it substantially or greatly increases their overall marketing efficiency. Mike Kaput of the Marketing AI Institute<\/a> offers this warning: \u201cThe biggest losers in the coming machine age will be businesses that face AI-armed competitors, but lack AI themselves.\u201d Don\u2019t fall behind. <\/p>\n

Identify barriers to AI. <\/h2>\n

According to marketing leaders, the top barriers to implementing AI are:<\/p>\n