Use of artificial intelligence (AI) in marketing isn’t a new phenomenon with over half of marketers in the UK currently using it[1] (51%), and 27% expecting to deploy the technology in 2019.

Indeed, PwC predicts that use of AI could add $15.7 trillion to the global economy by 2030[2], so it’s a tool that marketers need to take seriously.

To the uninitiated, this new technology can sound a bit complex and inaccessible, so what is it and how can it be used for the benefit of business?

In their most recent blog, the European Marketing Confederation (EMC) has explored how AI is being deployed by businesses, along with some of the ethical challenges that it poses.

To date, very little has been done to explore the ethical boundaries of AI in terms of what is and isn’t ethically acceptable when using data derived from this technology.

More needs to be done to explore these boundaries if marketers are to lobby successfully for the budget they need to invest in its deployment. Without trust in this new technology at a senior level within an organisation, marketers risk being unable to reap the rewards it can potentially deliver – whether through delivery of more tailored content, more efficiency or an overall better brand experience.

Read the full blog from the EMC here.