Best Practice

A Marketer’s Guide to AI and Machine Learning

By Martin Talks,

A Marketer’s Guide to AI and Machine Learning will demystify artificial intelligence (AI) and machine learning (ML), provide an update on the current adoption of AI and ML and explain how organisations can use AI and ML in marketing, ecommerce and customer experience.

It will explain the role of AI and ML and the opportunities it gives marketers to derive insight from data, improve effectiveness of marketing and add value to customers. Above all, it will provide a framework for approaching AI and ML as a marketing professional.

The report will:

  • Help marketers establish an AI and ML point of view and opinion on how it might fit into their marketing plans.
  • Provide an overall understanding of AI and ML and how they combine with other emerging technology trends.
  • Make predictions on market size and the speed of adoption.
  • Explore how and why AI and ML will transform the marketing of products and services and how it can be harnessed right now.
  • Offer examples from different industries including retail, FMCG/CPG, financial services, utilities and telecommunications, travel, manufacturing and logistics, pharmaceutical and healthcare.
  • Discuss important considerations for designing a strategy.

Econsultancy would like to thank the following people for their contribution to this report:

  • Bjørn Büchmann-Slorup, Head of Customer Relations Personal Banking Norway, Danske Bank
  • Saul Lopes, Customer Lifecycle Lead, Virgin Holidays Ltd
  • Alessandra di Lorenzo, Chief Commercial Officer - Media & Partnerships, Group
  • Anastasia Georgievskaya, General Manager, Youth Laboratories
  • Chris Sykes, CEO, Volume AI
  • Phil Westcott, Managing Director, Filament
  • Andy Phillips, Director of Communications, Emarsys
  • Gerd Leonhard, CEO, The Futures Agency
  • Andrew Davies, Co-founder and CMO, Idio
  • Mike Nunez, CEO,
  • Kester Poh, Co-founder and CEO, AIChat
  • Parry Malm, CEO, Phrasee
  • Mikhail Naumov, President and Co-founder, Digital Genius
  • Manish Goyal, Head Business Development and Partnerships, Xstage Labs
  • Callum Adamson, Co-founder, Distributed

Contributing Authors


Martin Talks

Founder, 10x Army

More reports from Martin Talks

Martin Talks is Founder of 10x Army, the wearable technology company. 10x Army aims to demystify the world of wearable technology and to help brands develop effective strategies, products and services to take advantage of this exciting and fast developing opportunity. So far 10x Army has developed both a Virtual Reality viewer for smartphones, called 10x Spex, and an activity tracker to improve wellness.

Prior to 10x Army, he was Founder of the strategic digital marketing agency Blue Barracuda and Global Digital Lead at Draftfcb (now called FCB).

He is a consultant with Econsultancy. He also regularly speaks at events on digital communications and technology.

When he’s not using, advising on or creating technology, Martin ring-fences time away from any screens. He founded the company Digital Detoxing ( that promotes a healthy balance between our online and offline worlds.

10x Army
+44 (0)7866 801580

Lynette Saunders

Senior Analyst, Econsultancy

More reports from Lynette Saunders

Table of contents

1. Introduction

  • Executive Summary
  • About Econsultancy
  • About the author

2. Overview

3. What is Artificial Intelligence and Machine Learning?

4. AI and ML in the context of major technology trends

5. Why should I be thinking of AI and ML now?

6. AI and ML in marketing and customer experience

7. AI and ML case studies in sectors

8. Considerations for AI and ML

9. How to formulate your AI and ML strategy

10. The Future of Marketing

11. Further Reading


  • Pdf Disabled A Marketer’s Guide to AI and Machine Learning (2.13 MB PDF)

Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today