The customer experience is quickly becoming the primary differentiator for businesses today. As technology continues to evolve rapidly and marketing gets more competitive, organizations are turning to advanced technologies like artificial intelligence (AI) to develop a more comprehensive and insightful understanding of customers and personalize interactions in real time. While more marketers turn to artificial intelligence technologies, this new territory also raises more questions. This paper offers a detailed look into how AI works, and explores the opportunities and challenges it presents.
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