Artificial intelligence (AI) and its applications will continue to disrupt and evolve marketing, but professionals don’t need to dust off their resumes just yet.

Although AI is changing the industry and empowering even more personalized real-time customer experiences, the innovation can’t replace human professionals. Chief marketing officers (CMOs) can leverage AI in new and exciting ways to better understand — and market to — their customers.

In an August 2018 report titled “Artificial Intelligence Will Spark A Real Marketing Renaissance: CMOs Have a New Partner on the Horizon,” Forrester analysts take a deep dive into the ways in which AI is buoying the role of the CMO, impacting the customer experience, and creating new job opportunities. In the report, Ansira Chief Strategy Officer Trae Clevenger is quoted about AI’s practical application.

“I’ve been looking at advanced analytics and predictive models as a practitioner for quite some time,” Clevenger said. “While it’s true that AI is now enabling scale in real time, there’s a ridiculous amount of AI hype among consultancies and marketing software vendors.”

How will AI solve marketing challenges, such as data analysis, talent recruiting, or resource optimization? Forrester analysts and subject matter experts like Clevenger explain it all.

“Artificial Intelligence Will Spark A Real Marketing Renaissance: CMOs Have a New Partner on the Horizon” is available for download at Forrester.com.