The CMO Council, in partnership with HCLSoftware, will undertake new research and thought leadership initiative to explore how AI is super-charging marketing through audience targeting, hyper-personalization, and marketing optimization.

There’s a lot of opportunity to leverage AI in marketing for competitive advantage. A recent CMO Council survey of marketing leaders found that 30% of top performers use AI pervasively in multiple systems, while only 4% of bottom performers say the same thing.

“Advantage AI: Target, Personalize, Optimize” will audit, identify and showcase best practices for using AI in marketing. Specifically, the program will cover AI capabilities needed to deliver personalized experiences, such as:

• Intelligent Targeting: AI identifies, targets and nurtures customers (and buying teams) in real-time based on patterns in customer and market data.
• Dynamic Content Generation: AI creates and delivers messages tailored to an individual based on the person’s profile, past and present behavior, historical patterns, predictive analytics and more.
• Continuous Optimization: AI tests, learns and adapts automated marketing activities to drive better outcomes, which leads to more effective campaigns.

Related topic areas will include customer data quality (i.e., accuracy, validation, timeliness), dark data cleansing, platform integration, plans for AI in the next 12 months, and more.

The program will consist of a quantitative survey of marketing leaders, as well as in-depth interviews with executives. Findings will be developed into a new industry report, along with thought leadership content such as infographics, press materials and presentations.