Today’s marketing field is changing from how it was traditionally regarded. For years, marketing was considered more of an art than a science. With the convergence of AI and chatbots integrated into marketing strategies, that fine line between science and art is becoming more and more blurred every day. Marketers are now finding that they are blending the beautiful art of storytelling with the science of data.

Artificial intelligence is changing the game for marketers in a major way. Some experts believe AI’s impact on marketing will be hugely significant and that it could change the market entirely. It will enable brands to break through the traditional marketing noise and deliver more personalized experiences to consumers.

This exciting new change is bound to bring about obstacles as well. In order to succeed, enterprise brands need to make sure they are utilizing AI and chatbots in the correct way. Here are some key tips:

You Are Bound To Get Personal

Today’s consumers are demanding more personalized experiences and content from brands. Case in point: A late 2015 VentureBeat study found that 77.5 percent of digital natives — Gen Y and Gen Z consumers — want marketers to give them “a truly personalized experience, both on your website and within messages.”

Chandar Pattabhiram, CMO at Marketo, a marketing automation software provider, puts it this way, “In order to continue to engage customers effectively as the volume of touchpoints grow, marketers will lean more heavily on AI and machine learning to help make sense of all this data at their disposal. If done effectively, the ultimate result will lead to a new level of personalized marketing with interactions tailored to the exact wants and needs of the individuals that brands are trying to reach.”

Chatbots Will Never Fully Replace People

“I don’t think chatbots will replace apps, email communications, websites, or humans,” says Christian Brucculeri, CEO and director of Snaps, a mobile messaging platform for brands.

Chatbots will eventually be great for performing complex tasks, but in the end, it’s good practice to be able to refer to a human customer service agent for those certain situations in which a customer feels they need more interaction. This adaptation of the app will help ease customer’s minds in knowing they have another option. Additionally, satisfied customers are likely to be more loyal to your brand.

Your Chatbot Needs to be Intelligent

“Intelligent chatbots rely on deeper and more robust artificial intelligence (AI) and are integrated with essential enterprise systems that hold customer data. They not only parse big data for key pieces of information, but they can even learn from it. Intelligent chatbots that are built for the enterprise and serve in customer-facing roles are known as virtual agents or virtual customer assistants. In some cases, they are powerful enough to conduct transactions and resolve customers’ issues as well as humans can.”