What if AI could perform many of the functions of modern marketing? That future is coming in to view.

Today, technology’s ability to collect and interpret vast quantities of data means marketers are swimming in reports, often leading to insights which can inform recalibrations in strategy.

But the emerging possibility of “predictive” technology, underpinned by cloud-based AI compute technology provided by vendors like Google, could take things a step further.

In this video interview with Beet.TV, Deloitte Digita’s Todd Paris describes how deterministic and probablistic marketing techniques will be “married together” with emerging predictive techniques, to support business functions that go beyond advertising.

“You can look at the data components, the insights, and you can start to look what’s the next best offer,” he says. “Not just the next best ad, but what’s the next best offer? What content are (audiences) likely going to view over the course of the next 30 days, 60 days, 90 days?

“This is going past just marketing itself. CMOs can use the techniques and the tools, and the platforms to think about marketing activations … (like) what are (users) more likely to click on?

“They also can then start to talk to finance, and to the supply chain folks to talk about logistics. So using the marketing data signals, the demand signals across the value of the enterprise. That’s where I think increasingly CMOs and marketers will tend to move towards.”

This video is part of a series of interviews conducted during Advertising Week New York, 2019.  This series is co-production of Beet.TV and Advertising Week.   The series is sponsored by Roundel, a Target company.  Please see more videos from Advertising Week right here