The AI trends shaping marketing this year: 

Predictive analytics uses historical and real-time data, machine learning algorithms and statistical models to forecast outcomes. By identifying patterns and trends, it enables CMOs to:

1. AI-driven decision intelligence sets the standard

Decision Intelligence (DI) platforms blend data, analytics, knowledge and AI to elevate decision-making for both humans and machines. With features like machine learning, business intelligence and natural language processing, DI platforms enable seamless collaboration for decision modeling, execution and monitoring. They deliver powerful insights, from data relationships to predictive simulations, to drive smarter, more informed decisions. While interest in intelligent simulation and decision intelligence platforms is still heating up, adoption of these platforms is expected to accelerate over the next three to six years.

According to Gartner, advanced simulation and AI technologies will provide the foundation for 20% of strategic business decisions by 2030. For marketers, uncovering opportunities to integrate DI, such as through the use of AI-powered marketing intelligence platforms like Alembic, will be critical in eliminating wasted campaign resources.

• • Getting started with decision intelligence
    Platforms like Alembic, identified as a “Sample Vendor” of Decision Intelligence by Gartner, apply composite AI to provide precise, causality-based insights into marketing performance. This approach enables businesses to move beyond traditional correlation-based analytics, offering a clear understanding of which marketing efforts drive results. Consequently, companies can optimize their strategies in real time, leading to more effective marketing spend. 
    

2. Generative AI for content creation and data analysis

Gartner predicts 30% of outbound marketing messages will be AI-generated this year. Incorporating generative AI can help marketers offer relevant content to individuals at scale, for improved operational efficiency and enhanced customer engagement. With operations guidelines in place, marketing teams can use generative AI to produce content at an unprecedented rate that is personalized for each channel.

Generative AI can also be harnessed for data summarization, interpreting patterns and complex datasets to deliver clear, actionable insights. Marketing intelligence platforms can ingest data from your team’s marketing initiatives with other third-party data and produce reports that clearly show which strategies are moving the needle. Leaders can then focus on big-picture items rather than spending hours interpreting and summarizing data.

• • Getting started with generative AI for marketing campaigns
    AI-powered tools such as ChatGPT and Jasper accelerate the creation of content. Custom GPTs can provide near-instant outputs for marketers to draft email campaigns, social media posts, blogs and video scripts. Campaign performance reports provided by Alembic, HubSpot AI Insights and other data analysis tools identify clear takeaways that eliminate time spent analyzing opens, clicks and checkouts — by pinpointing the highest-converting segments, key touchpoints in the customer journey and other actionable recommendations.
    

3. Predictive analytics for marketing insights

As AI advances, business leaders can leverage predictive analytics capabilities to forecast consumer behavior, optimize campaigns and predict ROI with greater precision. By incorporating machine learning and AI-driven data analysis, marketing intelligence platforms provide a powerful advantage by uncovering causal relationships within data from multiple sources. With these AI-driven tools, marketers gain the ability to predict outcomes from various actions: empowering them to adjust strategies and media spend proactively in response to shifting market dynamics.

By tapping into this evolving technology, marketing teams can make more informed decisions in real-time to improve targeting, personalization and overall campaign performance. In a competitive market where agility is key, AI’s predictive power offers an edge in timeliness.

• • Getting started with predictive analytics
    Alembic and NVIDIA, another of Gartner’s “Sample Vendors,” automate the extraction of valuable insights from large datasets, using historical data to forecast future customer behavior. CMOs can better anticipate customer churn, identify upsell opportunities and personalize content delivery based on predicted customer needs. For example, if analytics indicate a low response to an upcoming promotional offer, marketers can change the promo or shift targeting to a more engaged audience. Predictive analytics enable CMOs to focus on high-value tactics and avoid wasting resources on low-conversion segments.