12 Artificial intelligence (AI) is one of the shiniest new “Artificial intelligence (AI) will give us the tools to tools in the ABM toolbox. Today’s marketers are make ABM faster, smarter, and more scalable. already looking to invest in AI to boost the future No, we can’t deliver human-like conversation with impact of their ABM programs. bots—yet. But technology will help us manage ABM will remain as much an art as a science, but and manipulate the avalanche of data we collect AI has great potential to streamline the data-heavy while giving us time to focus on the more strategic elements of ABM strategy and program development. and creative aspects of our jobs. AI will also make us more efficient as budgets get squeezed and resources kept constant.” — Bev Burgess, Senior VP, ITSMA