While artificial intelligence (AI) has been around for years, its resurgence in the digital marketplace is not a coincidence. AI is transforming marketing by enhancing current analytical capabilities to better understand customers and deliver the best experiences like never before - and fast enough to differentiate your business. This paper explores six ways that AI can help marketers improve their marketing effectiveness, including increasing digital intelligence by integrating web analytics data with multichannel data to gain a comprehensive view of the customer for better personalization and engagement.
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