There’s artificial intelligence for website personalization, search engine optimization, product discovery and the list goes on. When it comes to AI for enterprises, the options are limitless. The number of enterprise organizations implementing AI has even tripled over the past year, according to a Gartner survey of more than 3,000 CIOs from around the world.

There’s no doubt that AI is more popular than ever. And as with any hot technology, the popularity is paired with a slew of misconceptions. In many cases, AI for enterprises is still in its visionary stage. Marketers are unsure how to deploy it beyond first-generation chatbots and product recommendations. They’re not always sure what even constitutes AI.

Luckily, that doesn’t matter so much. The real question isn’t whether or not something qualifies as AI, but, “What can this tool do for me?”

To help enterprise marketers answer that question, Marigold Engage by Sailthru sponsored Beyond the Hype: How Marketers Can Capitalize on AI, a new whitepaper from Harvard Business Review Analytic Services.

The Real Value of AI for Enterprises Is…

The real value of AI for enterprises is its ability to tackle mundane automated tasks. This frees human marketers to focus on bigger-picture strategic and creative thinking. AI and machine learning, a branch of AI that applies statistical analyses and algorithms to large volumes of data, enable marketers to get new, deeper and more personalized insights about their customers. The algorithms handle analytics and automation faster and more accurately than any human could. For example, say someone likes kayaking. AI can ensure they see kayak messaging in an ad, as opposed to generic travel advertising.

Last February, a Gallup poll found that 73% of working Americans believe the rise of AI will eliminate more jobs than it creates. We couldn’t agree less. When we think about AI for enterprises, we think of complementing, rather than displacing, the human touch. Together, machine intelligence and human insights are the winning combination.

Download Beyond the Hype: How Marketers Can Capitalize on AI to learn more about why that is. We also cover five steps you can take to address transformational change in your organization, and how companies like Condé Nast and MATCHESFASHION.COM are using AI to drive their own business results.