TECH BUYER Sep 2019 - IDC Perspective - Doc # US45457719

Artificial Intelligence and the Transformation of Marketing Roles

By: Gerry MurrayResearch Director, Marketing and Sales Technology, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience


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."



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