Artificial intelligence and machine learning continue to increase the stakes in the analytic, predictive and executional arms race needed to create and keep customer relationships. Marketing is at the center of this change, and several existing applications promise to irrevocably change the landscape with step-level superpowers.

With great power comes great responsibility, and marketers must be ready to change and adapt to the new landscape if they want to avoid being the haphazard hero who lost the instructions to their supersuit. By recognizing the four ways AI and machine learning will enable change in industries and organizations, the savvy marketer can avoid costly missteps as they learn how to harness the awesome power of an enhanced world.