With AI, marketers can collect, organize, and analyze data; find insights and automate applying them to future campaigns.

But creating enough content is not enough.

Better marketing requires offering value and being relevant to capture and keep consumers’ attention.

Industry leaders are adopting a more scientific process to marketing: analyze historical data, make a hypothesis, test, and repeat.

However, the amount of data available makes it impossible for a human to analyze and make decisions in real-time. While they currently have to wait at least several days campaign data to be analyzed, AI enables real-time metrics that can automatically be tested to improve the campaign immediately, as well as over time.

Artificial intelligence processes marketing data in real time and produces better, more complete data and insights, optimized marketing messaging, relevant content at scale, and savings in both time and resources.

AI can optimize messaging, save time, and scale content, giving marketers free time to ideate new campaigns.

As John Hagel of Deloitte points out in, Is Artificial Intelligence Ready for Social Media, “Instead of worrying about potential job losses, brands should thank AI for freeing up so much time that can now be spent on creative work.”

The future marketing landscape will look only slightly different than it does today. The main difference will be in the level of productivity for marketers.

With AI, content marketing will rise to a higher level because marketers can be less in the weeds.

This article was republished with permission from Cortex.