Artificial intelligence joins the quest for the marketing Holy Grail

This article outlines practical applications of artificial technology (AI) and data science in marketing.

Artificial intelligence joins the quest for the marketing Holy Grail

Brooke Hemphill

Artificial intelligence (AI) is no longer just another buzzword for marketers, according to Karen Nelson-Field, a leading professor in the field.

As more brands take the leap into the opportunities AI offers them, the benefits are being seen across a variety of areas, but with two key focuses: measurement and targeting.

Nelson-Field, a Professor at the University of Adelaideand the author of Viral Marketing: The Science of Sharing, is so invested in AI being the way forward for marketers, earlier this year she formed...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands