Marketers’ use of artificial intelligence (AI) will multiply and mature in the next five to 10 years. While it won’t fundamentally change the purpose of the marketing function, AI will become CMOs’ best friend, enabling their teams to return to marketing’s essence and embrace modern marketing faster. Forrester predicts that AI will free marketing from the day-to-day minutiae keeping it from leading customer strategies by owning three key responsibilities: customer understanding, brand strategy, and brand experience.

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