‘Human involvement is fundamental’: Marketing and generative AI in 2024
We spoke to a roster of experts about generative AI in 2024, how to balance innovation with potential risks, and the future of human involvement.
Applying AI, Machine Learning and Predictive Analytics
Understanding how to apply AI, machine learning (ML) and predictive analytics in data-driven marketing is a key skill for all marketers to have. This chapter explores the wide range of potential applications of increasingly sophisticated tools and how marketers can use them to glean insights from data more effectively. Analytics maturity Econsultancy’s AI, ML and […]
Could generative AI be a ‘skill leveller’ in marketing?
At Econsultancy Live, marketers from Barilla, BrightBid, the Financial Times and eSure Group discussed the role of generative AI and how marketers can get started.
Econsultancy launches ‘AI for Marketing’ short course
The 3-week learning plan includes a live kick-off, five on-demand elearning lessons, a half-day workshop and ongoing access to Econsultancy resources.
Marketers look to AI as both assistant and institutional knowledge tool
At last month’s Festival of Marketing, the John Lewis Partnership’s Michael Cato and Quintessentially’s Cathrine Levandowski discussed their current use of AI and the opportunity in the generative space.
How AI-powered CRM will unlock productivity and conversion gains for marketers
At Think Summit Europe, Movable Ink CEO Vivek Sharma shared how an ensemble approach to AI models can address the personalisation challenge in CRM, and how AI-as-co-pilot enables marketers to put customer over campaign.
IMRG’s James Roper on the past and the future of ecommerce
Speaking with Econsultancy Managing Partner Paul Davies, IMRG Founder Emeritus James RJ Roper looked back to the early noughties and the difficulty major retailers had in making “a serious, long-term commitment” to ecommerce.
CX trends: Marketers must ‘treat AI investments like any other financial move’
“The real value… isn’t in the tech itself, but in how it kicks up quality or efficiency,” says Julius Kontiola of design studio Kallan & Co.
PPC trends: ‘keywordless’ paid search and the move to automation
In recent years there has been a marked shift towards Google’s AI taking the reins from PPC marketers, leaving marketers with less manual control. How has this trend changed the game for paid search, and what does it mean for the role of a search marketer?
Generative AI: 75% of marketers are already using it or actively considering it
Econsultancy’s Future of Marketing survey found that 32% of marketers say their organisation is already using generative AI tools and 43% are actively considering doing so.