Machine learning is one of the main Applications of artificial intelligence to marketing. It can be defined as:
“Creating and applying predictive models and algorithms with the ability to learn without being explicitly programmed. The computer models then make predictions of success based on patterns extracted from historical data”.
For use in marketing, machine learning models are widely used in Artificial Intelligence (AI). Models are used to define rules, which are implemented to automate tasks such as targeting media or emails to the most valuable segments with the most relevant creative, offer and timing.
See the definition of 15 marketing applications of Artificial Intelligence across the RACE marketing model.