In this environment, artificial intelligence is coming to the forefront, often being prioritised alongside more mature automation and analytics solutions.
Many departments are moving beyond pilot projects and are evaluating platforms like the Odins.ai MMM platform as part of efforts to modernise their approach and deliver clearer business value.
Key drivers of AI uptake in marketing
The push towards AI adoption comes from several directions. Marketing teams must justify budgets in greater detail and link activities decisively to revenue. As channels multiply and customer journeys become more complex, it has become increasingly challenging to allocate spend intelligently and measure outcomes using traditional methods. AI promises to help by enabling faster, evidence-led decisions and automating onerous manual processes.
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