
TECH BUYER Sep 2019 - IDC Perspective - Doc # US45457719
Artificial Intelligence and the Transformation of Marketing Roles
By: Gerry Murray Research Director, Marketing and Sales Technology, Kathleen Schaub Program Vice President, CMO Advisory & Customer Experience
Abstract
This IDC Perspective outlines the expected impact of artificial intelligence (AI) on marketing roles. Because of the high degree of decision making in marketing, this function will be among the first to be radically transformed by AI. The document lists nearly 100 marketing use cases that AI will be capable of delivering over the next three years. IDC analysts identify the ways different roles will be changed and projects which of the current marketing roles in IDC's Worldwide Marketing Taxonomy will be most affected. Recommendations for marketing leaders on how to prepare are included.
"Marketing automation has already changed the marketing job more than at any time in the history of the function. AI is about to transform it again," says Gerry Murray, director with IDC's Marketing and Sales Automation service. "Marketing leaders must prepare their organizations now. Organizational structures, role composition, and workforce practices need to accommodate AI as it is already in your marketing stack."
Coverage
Subscriptions Covered
CMO Advisory Service , Marketing and Sales Solutions
Companies Covered
Regions Covered
Topics Covered
Cognitive/artificial intelligence, Marketing automation, Marketing operations, Sales operations, Technology buyer
Content
List of Tables
List of Figures
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