Our prediction for 2018 covered the increased impact machine learning and artificial intelligence (AI) would have on paid search, and to what degree this would affect roles and digital marketing teams. After ten years, Google has moved from telling us "it's the year of mobile" and switched to "it's the year of automation". I'm taking that as a win, because a lot of the automation tactics we currently employ do use, to a greater or lesser extent, machine learning.
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