Paul Roetzer - Marketing Artificial Intelligence: AI, Marketing, and the Future of Business

For any marketer exploring the power of data and AI to create better outcomes for their customers and their business, Marketing Artificial Intelligence is an essential primer. This book lucidly explores a multitude of relevant use cases with examples, vendors to watch, and questions to reflect on. Best of all, the authors do a remarkable job of unpacking the possibilities for the reader, without drifting into technical complexity.

Sheldon Monteiro, Chief Product Officer, Publicis Sapient

When it comes to Marketing AI, Roetzer is one of the best at simplifying the complexand in an easy and straightforward way everyone can understand. Marketing Artificial Intelligence is a must-read to understand how AI is evolving and transforming the discipline of marketing. Its what you need to know to stay ahead of the curve and deliver experiences that engage and wow consumers.

Christi Olson, Head of Paid Search, Microsoft

Today no business can succeed without a digital presence, and in the very near future no brand will succeed without AI. Roetzer and Kaput have done a masterful job with this book by giving you the roadmap of AIs impacts and how you can leverage them for a more successful future.

Mathew Sweezey, Author of The Context Marketing Revolution (HBR) and Cofounder Salesforce Web3 Studio

Tapping their deep expertise in the marketing applications of machine learning, Paul and Mike have written a masterful handbook for marketers looking to understand what AI/ML can actually do, how to get started, and who can help. Marketing Artificial Intelligence is a smart, sensible, and comprehensive survey of the landscape, full of inspiring examples and practical advice. Whether you are just getting started or already using AI in your marketing, this is a guidebook not to be missed!

Jim Lecinski, Clinical Associate Professor of Marketing, Northwesterns Kellogg School of Management and Coauthor of The AI Marketing Canvas

Like Paul, I was intrigued with AI, but I did not know what I did not know. Paul has taken the mystery out of evaluating AI for marketers. Revenue teams are always looking for ways to leverage technology to improve the customer journey for their product or service, and to boost the ROI of their campaigns. With AIs ability to gain insight into your target audience, it is simple to understand why Paul and Mike wrote this valuable book to educate business leaders.

Jeanne Hopkins, Chief Revenue Officer, OneScreen. ai and Former VP of Marketing, HubSpot

A vital roadmap to plan and deploy AI in marketing, regardless of industry or company size. For any CMO or marketing leader who understands the need to innovate quickly with the latest and best technologies, especially in todays digital transformational environment. AI, which is more profound than electricity or fire, will reset marketing completely, and this book is a lifeline for CMOs who think the next five years will look anything like the last five years.

John Dougherty, Chief Marketing Officer, Brighton Jones

I consult with hundreds of agency owners every year and Ive seen a wide array of reactions to AI from disdain to eager curiosity. Wherever you are on the spectrumthis is the book that will answer your questions, push aside your fears, and illuminate the possibilities. If you want your agency to thrive, continue to be in demand, and be profitable... you cant really afford not to read this book. Its written by marketers for marketers. And it is your future.

Drew McLellan, CEO, Agency Management Institute

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This book is designed to provide accurate and authoritative information about marketing. Neither the author nor the publisher is engaged in rendering legal, accounting, or other professional services by publishing this book. If any such assistance is required, the services of a qualified financial professional should be sought. The author and publisher will not be responsible for any liability, loss, or risk incurred as a result of the use and application of any information contained in this book.

Marketing Artificial Intelligence copyright 2022 by Paul Roetzer

All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without written permission of the publisher, except in the case of brief quotations embodied in critical articles or reviews.

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First E-Book Edition: June 2022

Library of Congress Control Number: 2021062758

ISBN 9781637740798

ISBN 9781637740804

Copyediting by Ruth Strother

Proofreading by Jenny Bridges and Sarah Vostok

Indexing by Debra Bowman

Text design and composition by Aaron Edmiston

Cover design by Brigid Pearson

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Paul Roetzer

For my mom and dad, whose unconditional support and love has inspired me to pursue my dreams.

Mike Kaput

To Kate, Debbie, and Paul Kaput, without whom none of this would be possible.

AI is probably the most important thing humanity has ever worked on. I think of it as something more profound than electricity or fire.
Sundar Pichai, CEO of Alphabet and Google

Marketers write all the rules. They build the plans , produce the creative, run the promotions, personalize the consumer experience, and analyze the performance. Traditional marketing is all human, all the time. But artificial intelligence possesses the power to change everything.

Your life is already AI assisted, and your marketing will be, too. AI is forecasted to have trillions of dollars of impact on businesses and the economy, yet many marketers struggle to understand what it is and how to apply it to their marketing. As the amount of consumer data exponentially increases, marketers ability to filter through the noise and turn information into actionable intelligence becomes more difficult. At the same time, much of the automation technology marketers rely on today is elementary and, ironically, largely manual.

Demis Hassabis, cofounder and CEO of DeepMind, defines AI as the science of making machines smart, which in turn augments human knowledge and capabilities. To take inspiration from Hassabis, we have come to define marketing artificial intelligence as the science of making marketing smart. With AI, marketers are able to reduce costs by intelligently automating data-driven and repetitive tasks, and to accelerate revenue by improving their ability to make predictions. In addition, AI opens a new realm of creative possibilities.