Analytics Reporting Must Keep Up With AI: Analytics Corner

AI has captured the imagination of marketers as much as the movie Star Wars captured the imagination of movie-goers when it first came out. Last year Dave Isbitski, chief evangelist for Amazon, reached for the Star Wars character C3PO when he began his Yext Onward talk about AI and “voice driven everything.”

So how would the enormous fascination marketers are developing for AI lead to changes in analytics reporting? Corporate leaders are certain deliberate with their AI fascination, even while acknowledging challenges. Respondents to an iAB annual benchmark study, for example, noted that AI would receive “more attention” as a significant data tool, despite over half or respondent also noting “insufficient tech” as an obstacle.

Author: Pierre DeBois


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