Cloud-Based AI is Crucial in Today’s Complicated Marketing Landscape

Marketing has a fragmentation problem, says David Billings of EPAM Continuum. Cloud-based AIs might be the way forward.

Marketing is becoming ever-more data-rich. At the same time, digital identity is splintering, walled gardens are proliferating, and channels such as retail media are adding opportunity and complexity to the mix.

It might seem more challenging than ever to operate. But, AI presents a means to rise to the occasion – for those willing to invest in a platform with the right data and analytical firepower. AI offers marketers the promise of developing responsive brands that can adapt in real-time to changes in consumer sentiment, market conditions, and business inputs, such as supply chain data, margin, real-time changes in consumer sentiment, market conditions, and promotional signals.

But this can seem like a distant vision in a world in which advertisers operate disjointed technology and data ecosystems. Not to mention working with minimal access to data insights used by colleagues elsewhere in the business. They should look to the cloud for answers.

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