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Everyone says they offer AI. Here’s how to assess those claims.
It seems that every tool and platform is adding artificial intelligence. Here's a guide for marketers who want to kick the tires.
Artificial intelligence (AI) is everywhere these days. Platforms of all sizes are claiming some kind of AI, making it hard for the rest of us to gauge their claims.
Here’s an analogy: Let’s say you go to buy a car.
The salesman at the dealership tells you that the car in question has four sturdy tires, windshield wipers, automatic detection of cars in the next lane when you have the turn signal on — and it flies over rivers.
Chances are, you would sort these features into three buckets: tires and wipers are standard, detection in the next lane is new but increasingly popular, and you never heard of a car that flies over rivers.
Shopping for martech is kinda like that right now. Now, let’s say you, a marketer, are considering a tool or platform that has AI-based claims. You’ll probably want to put those claims into similar buckets.
But in the world of martech and AI, what are the buckets — or the rules of thumb — you can use for assessing what’s real, what’s useful and what’s risky? Here’s our guide.