Could AI kill off the conversion optimisation consultant?

I have written a little bit about artifical intelligence in recent months. Enough to improve my superficial knowledge of its application in marketing. What seems obvious is that much like most martech, AI will not endanger many jobs in the medium term. It merely creates more sophistication and more jobs, perhaps. AI isn’t about to write a convincing poem or a convincing marketing email. Okay, deep learning has got recommendations in its sights (e.g. Netflix), but keeping on top of ‘quality’ of content, cultural considerations, languages etc. is still incredibly difficult. However, leaving more sophisticated implementations of AI aside, machine learning’s chief benefit to the marketer is its relentless feedback, a.k.a. the pursuit of incremental improvement. Algorithms can determine optimum product pricing, or optimise cost per acquisition in advertising (and target a user likely…


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