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A Marketer’s Guide to Artificial Intelligence

Chicago, IL

A Marketer’s Guide to Artificial Intelligence separates science fiction from science fact, giving marketers a solid understanding of how companies are employing artificial intelligence with specific examples of voice recognition, language processing, computer vision, augmented reality and robotics. Machine Learning gets the spotlight, as it takes a central role in marketing data management, analytics and insight harvesting.

This classroom-style workshop will give you the ability to speak confidently with colleagues about the possibilities and determine where to apply this innovative technology for marketing. You’ll also leave with a firm grasp of how these new AI tools will change marketing and how you can stay relevant in tomorrow’s marketing department.


Early-Bird (Before 07/07/19)Standard Price
AMA Member$1395$1495
For early-bird pricing, use the code “EARLYBIRD7” at checkout.

Why Attend

A solid understanding of the Internet would have made a huge difference to an individual’s career in 1995. A clear picture of how smartphones change retail would have had a major impact on a marketing professional’s decisions in 2007. Today, AI and ML are set to change the way marketing is done and the ways brands will communicate with prospects and customers. Now is the time to fully understand how this new technology works and what it means.

Interview With the Instructor

AMA Event Policies

Tuesday, August 6

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

Artificial Intelligence Defined

  • Science fiction vs. fact
  • Voice recognition
  • Natural language processing
  • Computer vision
  • Augmented reality
  • Robotics
  • Machine learning

Separating the Hype from the Possibilities

  • Why now?
  • General vs. narrow ai: when to roll your eyes/when to keep them wide open
  • The myth of the AI-pocalypse
  • Robots will not eat your job
  • Scary pronouncements and the reasoning behind them
    • Lack of explainability
    • Bias in the data
    • Bad actors

Intro to Marketing Analytics

  • Analytics: A prerequisite to AI and ML
  • What makes a great analyst?

EXERCISE: Marketing data literacy spectrum – Where is your organization today?

Machine Learning Explained - How ML is Different

  • From programming to statistics to machine learning
  • Examples of ML explained
    • Decision trees become a random forrest
    • Support vector machines
    • Neural networks become deep learning

What ML is Good AT: Functional Proficiency

  • Counting
  • Segmenting/clustering
  • Pattern matching
  • Anomaly detection

What AI is Good FOR: Marketing

Where Machines Fail

  • Statistics and logic are not reason and common sense

Wednesday, August 7

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

The New Importance of Data

  • Need for large amounts of data
  • Need for clean data
  • Need to understand data streams

On-boarding AI - How to bring AI and ML into Your Organization

  • Goal Identification
  • Task prioritization
  • Choosing useful data sets
  • Working with data scientists
  • Buy vs. build
  • Change management and expectation setting

EXERCISE: The AI maturity model – Where do you stand?

Keeping Your Job - Uniquely Human Skills & Strengths

  • Perfecting the smell test
  • The power of experience
  • The need for creativity
  • The power of collaboration
  • Soft skills become paramount

EXERCISE – Identifying the best place to start

  • What is your top, corporate goal?
  • Which is your most agile marketing task/ function/ team?
  • Who in your company is most likely to support experimentation?
  • Who in your org has budgetary discretion?
  • Where/from whom do they get their input?
  • Which repetitive tasks are best for pilot projects?
  • What is your next step?

A Look Over the Horizon - The Weird Future Right Around the Corner

  • Training an ecosystem of bots
  • Systems that negotiate with systems
  • Brand building becomes even more crucial

Open Discussion/Wrap-up

Jim Sterne

Director Emeritus, Digital Analytics Association

Jim Sterne focuses his thirty-five years in sales and marketing on creating and strengthening customer relationships through digital communications. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990’s, and founded a conference and a professional association around digital analytics in the 2000’s.

Following his humorous Devil’s Data Dictionary, Sterne published his twelfth book, Artificial Intelligence for Marketing: Practical Applications. Sterne produced the eMetrics Summit from 2002 – 2017, and now produces the Marketing Analytics Summit. He was co-founder and served for 17 years as the Board Chair of the Digital Analytics Association.

Attendees will receive a copy of Jim Sterne’s book, Artificial Intelligence for Marketing: Practical Applications

Training Series Location

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premiere hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.

Recommended Hotels

Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes)

Swissôtel Chicago 
323 E. Wacker Drive
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Phone: 312.565.0565
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Fairmont Chicago 
200 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.8000
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Club Quarters
75 East Wacker Drive
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Phone: 312.601.3400
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theWit Chicago – a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: 312.467.0200
Walking Distance to AMA Support Center (7 minutes)

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount 
Walking Distance to AMA Support Center (15 minutes)

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: 312.836.0100
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Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
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Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events

Please visit Choose Chicago for additional city information.


The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Support Center at (800) AMA-1150 or and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability-related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.



A Marketer’s Guide to Artificial Intelligence