In the marketing world, you can't go any further than the next trend piece or trade publication article before you read about artificial intelligence (AI). It's said that AI will revolutionize the marketing tech stack; AI will help marketers tap into big data; AI is the key to unlocking the marketing potential of the IoT. AI -- and the terms you always hear associated with it, like machine learning, deep learning, autonomous algorithms and neural nets -- are practically inescapable. They are the very definition of buzzwords. Like most buzzwords, there is something worthwhile buried beneath layers of hype, and this is certainly true for AI.