October 26th, 2017 by Sam Del Rowe

Although 86 percent of marketers believe that artificial intelligence can provide value to their business, 78 percent believe that human involvement is necessary to oversee the machine and maximize its impact on strategic initiatives, according to a study conducted by Forrester on behalf of artificial intelligence marketing technology provider Amplero.

The report asserts that marketers are burdened with an excess of data. Simultaneously, they are relied upon by their organizations more than ever to deliver on various strategic initiatives. For these reasons, marketers are embracing artificial intelligence as a solution.

“In terms of this Forrester study, we believe that marketing has reached an inflection point where companies are increasingly looking to artificial intelligence marketing technology to orchestrate omnichannel customer experiences based on their entire customer data ecosystem,” Olly Downs, CEO at Amplero, said in a statement. “With the implementation of AI at the core of the marketing technology stack, enterprise marketers are finally able to move beyond rules-based systems and manual segmentation processes to deliver highly contextual, one-to-one customer experiences at scale that impact crucial business KPIs.”

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