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Forrester Debunks Five Common AI Marketing Technology Myths
June 1, 2017

According to a new Forrester survey, 46% of businesses confirmed that their sales and marketing teams are leading the investment in and adoption of artificial intelligence (AI) systems — the highest among any department.

Forrester’s latest research on AI and marketing claims that the technology is becoming a necessity for B2C marketers, but to successfully evaluate and adopt AI-powered marketing technologies, they must understand (and avoid falling victim to) the following five AI myths:

  • Myth: AI is new to martech.
  • Reality: Marketers have been laying the groundwork to adopt AI for years.

  • Myth: AI is all about fancy math and algorithms.
  • Reality: AI is about data.

  • Myth: AI systems work out of the box.
  • Reality: Like human brains, they need time to be trained.

  • Myth: AI autonomy will put marketers out of a job.
  • Reality: AI lets marketers do their real jobs.

  • Myth: AI will reveal a treasure trove of rich customer insights to marketers.
  • Reality: AI learns for its own sake rather than to externalize knowledge.

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About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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