The article addresses the surge of AI in marketing technology, emphasizing that many claims to be 'AI-powered' may just constitute rebranded automation. True AI is characterized by adaptive learning, which learns from behavioral signals and adjusts dynamically, moving beyond static rule-based systems. It advises marketers to scrutinize AI solutions by looking for genuine machine learning capabilities and to demand transparency regarding the technology used. By focusing on these principles, marketers can better evaluate the value of AI tools and avoid misleading claims.
1. Look for adaptive learning, not just rule-based automation: The key is whether the system improves its outputs over time based on new data, adapting to trends.
2. Always ask for transparency on AI models and techniques: Inquire about the methods behind AI functionalities to understand the depth of the technology.
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