In Part I of this AI series, Raj Balasundaram, SVP of Artificial Intelligence at Emarsys, introduced the concept of AI. In this episode, he goes a level deeper and describes how predictive intelligence works, shares specific use cases, and even gets into the ethical implications of using AI. In this episode, you’ll learn three core things related to AI:

• How marketers are going from reactive to proactive marketing with AI. For example, can you detect when certain customers are about to fall off the wagon - and are you treating them differently, with offers aimed to convert them based on their behavior?
• How to identify buying patterns down to the individual, and determine likelihood to churn on a 1-to-1 level, then automate the communication, content, and incentives that should follow that insight.
• How leading retailers like BrandAlley were able to 4x their revenue in half the time of a normal campaign, all by using AI. Another Emarsys client, CityBeach uses AI to connect in-store purchases to the online ecosystem.
• The future of AI and the ethics and biases that come with it.

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