Dawn of the Planet of the Bots

The marketing industry is experiencing strong headwinds from the demise of third-party cookies to rapidly evolving customer preferences. To remain relevant, enterprises need to embrace first-party data, orchestrate customer-centric marketing strategies, and improve operational efficiencies. This can be achieved through intelligent automation backed by next-generation technologies such as Artificial Intelligence (AI), Machine Learning (ML), and Natural Language Processing (NLP).

Marketers should have a long-term plan for implementing intelligent automation based on broader business goals, customer preferences, and talent availability. In this viewpoint, we explore the applications of intelligent automation in the marketing services industry, highlight challenges in its adoption, and recommend strategies to effectively utilize next-generation technologies to achieve hyper-personalization and enhanced cross-channel engagement.