The amount of talk in 2017 on artificial intelligence means its hard to actually remember what it was like at the beginning of the year. I had to go back and look at my notes!
One thing was very clear, artificial intelligence continues to march on, progressively being used by more and more companies.
Similar to last year though, many companies added it as a badge without any depth and that continues today.
There were of course increasingly sophisticated use of artificial intelligence. Jetlore’s platform to automate personalisation of retailer websites springs to mind.
The largest announcements and the biggest opportunities in the future were announcements from the major martech companies announcing AI capabilities to their platforms and also development platforms for others to build on.
Chatbots, which are often lumped into artificial intelligence (wrongly at least today in my view), saw increasing awareness and adoption.
Facebook announced their messenger for business platform and Drift reinvented the business chat space by showing everyone that a new way of interacting with companies was needed. In their view the form is dead and replaced by a chat window. I believe their timing is impeccable and makes for a better user experience as people are used to messaging in a way that was not mainstream previously.
The biggest change in platforms using artificial intelligence in my eyes was the increasing demand for transparency. There was not much evidence of it in 2017 but I believe we will see more of it in 2018.
Black box marketing is not something that marketers want to bet their jobs on year after year.