KuppingerCole Report
Leadership Brief
By Roland Bühler

Machine Learning, Marketing, and Privacy

Artificial intelligence and machine learning techniques are becoming more and more important for marketing. ML offers new possibilities to analyze customer data, enabling individual marketing measures to be delivered. Nevertheless, privacy is often a concern when it comes to ML. Furthermore, legislation based on GDPR has to be considered. This leadership brief gives an overview of the opportunities, privacy risks, and solutions regarding machine learning and marketing.

Content of Figures

  1. Figure 1 Chatbot example

1 Executive Summary

It is not a secret: Machine learning and marketing are best friends. Many marketing use cases can be empowered by AI. Furthermore, AI enables new, inn ...

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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 science ...

Processing consumer PII using ML techniques essentially creates new PII about consumers. For example, abstracting from purchase history to create pred ...

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3 Recommendations

Best friends: marketing and machine learning

There is no way back. ML technologies are here, and they will affect many business models and processes ...

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