At a glance

IBM, the tech giant, believes artificial intelligence (AI) should be called “augmented intelligence” thanks to its ability to enhance human decision-making, rather than taking over this activity.

Why it matters

Artificial intelligence is already transforming many areas of consumer engagement, whether through chatbots, personalized marketing, or product recommendations. But concerns about the wider impacts of this technology could hamper its development into a truly powerful business tool.


  1. Augmented intelligence promises to automate low-value tasks, and thus free marketers to spend more time on creativity.
  2. One key strength of this technology is providing consumers with tailored experiences that truly meet their needs.
  3. Campaign optimization is a major strength of artificial intelligence, which also has a predictive capability for future marketing initiatives.