TECH BUYER Dec 2019 - IDC MarketScape - Doc # US45719919

IDC MarketScape: Worldwide AI in Enterprise Marketing Clouds 2019–2020 Vendor Assessment


Gerry Murray

This IDC study compares the breadth of AI-enabled use cases for marketers in some of the most prominent marketing cloud solutions. The capabilities analysis is largely based on the number of use cases available and the road map for future releases. The strategies analysis is largely based on the availability and scope of AI development resources to both internal and external developers. Many other factors are considered. Of the 11 vendors invited to participate, 6 declined due to the lack of commercial availability of AI-enabled use cases for marketing or an inability to respond to IDC's RFI and customer reference requirements.

"AI has become a de facto reality for marketers," said Gerry Murray, research director, Marketing and Sales Technology at IDC. "All marketers regardless of industry, company size, or audience either are using or soon will be using AI-enabled functionality whether they know it or not. Those that embrace AI and master the art of driving innovation with data will find that not only they do the same old marketing better, faster, and cheaper, but they are able to introduce enhanced customer experiences much faster than their competitors."



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