Artificial intelligence (AI) has huge potential for marketers yet there's a lot of confusion about what it can and can't do. Machine learning (ML), a subset of AI, is already used in marketing automation platforms to improve efficiency and personalization and it's becoming an increasingly sophisticated tool for social media listening and lead nurturing. However, it's important for marketers to understand how ML works to avoid being duped by false claims about its capabilities, writes Jake Bennett. Here, Bennet shares key differences between traditional marketing automation and ML-powered automation and where you can learn more about AI tools and techniques to keep up to date with the latest developments.
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