In 2015, Google announced that it had added RankBrain to its algorithm, cementing the importance of artificial intelligence (AI) in search. Fast-forward to 2018, and search marketers are starting to use AI, machine learning and deep learning systems to uncover new insights, automate labor-intensive tasks and provide a whole new level of personalization to guide website visitors through their purchase funnel. We have now fully entered the AI revolution.

For clarity and for context within this article, I find the following definitions helpful: Today’s technology giants are all heavily invested in the potential of these AI methods to deliver better products and services, as they provide scale and computational power that humans alone could never offer. Of course, this technology has risen to prominence in the age of big data.

To make the “big data” concept a bit more tangible, in 2017, people took 46,000 Uber trips, made 4 million Google searches and shared 456,000 Tweets — according to an aggregation of data performed by Domo. Behind every one of these interactions lies a person, an intention and a context.

Moreover, every one of these interactions produces the data points necessary to understand consumers at a deeper level than ever before. That sort of knowledge is invaluable to marketers, with many now viewing data as the most important currency we have.

However, if data is indeed the new oil, we are still in the process of inventing the combustion engine. Without the right tools at our disposal, all of the insights our customers are revealing will simply go unnoticed. Read more from…

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