Principal Consultant at Pandora Global Agency, Kehinde Ruth Onasoga, believes Artificial intelligence (AI) has come to stay, adding that any marketing communications professional that embraces the innovation will succeed. In an exclusive interview with The Guardian, she observed AI has long been a part of digital marketing communication, particularly, through machine learning algorithms used in digital advertising platforms. Furthermore, she added AI’s role in marketing communications has progressively evolved with advancements in automation, personalisation and predictive analytics. To her, these advancements are deeply integrated into messaging platforms, social media, content generation, and data analysis, and they help marketers better know
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