Marketing Artificial Intelligence: AI, Marketing, and the Future of Business

Great book. Relevant and important for any marketer.

Before reading Paul and Mike's book, I still thought of artificial intelligence as hype and primarily the stuff of academic pursuits, marketing boasts, or sci-fi trope. "Marketing Artificial Intelligence" has given me a context for how AI is a part of our lives today -- what's real and what's hype. At the heart of the book is a call to become a next-gen marketer, "to be a pioneer in one of the most profound technological shifts in human history."The book opens by briefly recounting the current AI landscape, describing a means to measure the impact of AI in marketing (the marketer to machine scale), suggestions for vetting AI vendors, and recommendations for getting started with AI. Chapters 5-14 provide success stories, use cases, and sample tools based on a specific marketing activity (e.g., email, content, PR, sales, SEO, analytics, etc). The final chapters lay out steps to implement an AI program within your company and a call to avoid bias and the dark side of AI.Whether AI will truly live up to the latest promises of technologists is to be determined. It is a fast-moving field with much of the work happening below the surface of our daily newsfeeds. Having lived through the explosion of the Internet in the 1990's, it feels like we're at a similar precipice. For me, it has created a sense of urgency as well as provided the inspiration to get started on the path of implementing AI into my agency.

AI will reshape how Marketing operates. It already has and it will go considerably further. Paul Roetzer brings both a comprehensive view of the range of ways Marketing is and will be affected by AI, as well as providing in-depth, use case-driven examples that make it very tangible. So many tools marketers use are already powered by AI, and Paul starts there to explain the processes, then expanding to a broader range of opportunities. AI can come across as broad and abstract sometimes, but Paul takes it down to the very specific levers and how they work. Without getting too technical, Paul locks into the language of Marketing, and offers a simple set of frameworks, matching the flow of planning, executing, and evaluating marketing, that help you understand where to get value from AI. He offers extremely practical advice on how to get started, and where to use outside vendors versus doing things yourself. I also appreciate how he makes sure to emphasize why human creativity is and will always be essential.I teach Marketing at Harvard Business School, and am planning on making this a key text for students wanting to dive into the future of information-driven marketing. Frankly, every marketer needs to understand this. I'm glad Paul has laid it out so well.

The book was ok and received quickly but the cover of the book wasn't clean. It seemed like it was handled with oily hands or something like.

Firstly, this book talks a lot, but doesn’t provide much in the way of substantial insight. It tells you what you need to do—like “learn how to analyze data”—but provides nothing beyond this general statement. No further learnings on data analysis, no other resources for learning more about data analysis, not even more information on what “data” it’s referring to.Secondly, this book is outdated and contains no information about using newer AI content tools such as ChatGPT (i.e. the reason most of us are probably here in the first place).Unfortunately, this seems to be nothing more than a long-winded promotion for his course, and another revenue stream for his business.

I read the book this past weekend (actually it took me 5 days) in anticipation of hearing Paul speak at a conference tomorrow, and I'm absolutely excited about the future Paul (and Mike Kaput) predict. This is a textbook on what we should expect, the important use cases and respective potential vendors segregated by marketing discipline, and the many ways we should expect AI to impact productivity (cost) and performance (results). I run a mid-sized HubSpot partner agency, and this book will be required reading for everyone who expects to be successful with us. Thanks, Paul and Mike!!

Understanding how AI will impact our lives is like trying to take a sip of water from a gushing fire hydrant. This excellent book provides solid background to understanding the issue.

Good info for all interested in the future of marketing.