KuppingerCole Report
Leadership Brief
By Roland Bühler

The Limits of AI in Marketing Automation

Artificial intelligence and machine learning are megatrends in marketing analytics and automation—it's often seen as the holy grail of digital marketing, as its possibilities seem to be endless. But are they? This leadership brief discusses typical limits and risks of ML-based marketing automation—and shows how to overcome or manage them.

1 Executive Summary

AI will change the way marketing is conducted in the next few years. Using state-of-the-art narrow AI, specific marketing tasks can be improved. In ad ...

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2 Analysis

AI, machine learning, deep learning

First of all, it is important to distinguish three terminologies:

  • Artificial Intelligence (AI): “The scie ...
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3 Recommendations

Know the limits

As with any other technology, it is important to know and consider the limits when using narrow AI for marketing automation purposes ...

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Copyright

©2019 KuppingerCole Analysts AG all rights reserved. Reproduction and distribution of this publication in any form is forbidden unless prior written permission. All conclusions, recommendations and predictions in this document represent KuppingerCole´s initial view. Through gathering more information and performing deep analysis, positions presented in this document will be subject to refinements or even major changes. KuppingerCole disclaim all warranties as to the completeness, accuracy and/or adequacy of this information. Even if KuppingerCole research documents may discuss legal issues related to information security and technology, KuppingerCole do not provide any legal services or advice and its publications shall not be used as such. KuppingerCole shall have no liability for errors or inadequacies in the information contained in this document. Any opinion expressed may be subject to change without notice. All product and company names are trademarksTM or registered® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

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