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The rise of AI copilots: How LLMs turn data into actions, advance the business intelligence industry and make data accessible company-wide


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AI-powered collaboration is quickly advancing due to a convergence of technologies like large language models and language model programming. These developments have spawned the rise of AI (artificial intelligence) copilots, which are changing the way marketing analysts make decisions and boost productivity. This paper explores the capabilities of AI copilots and delves into the challenges, ethical considerations and data privacy issues that come with their adoption. It discusses real-world applications and future trends in the AI copilot landscape. The paper also emphasises the importance of data integration and personalisation in marketing strategies and offers insights into training and skill development for effective collaboration with AI copilots. This comprehensive analysis aims to equip marketing analytics professionals for the future of AI-powered collaboration.

Keywords: AI-powered collaborator; artificial intelligence copilot; knowledge graph; language model query language; large language model

Document Type: Research Article

Affiliations: 1: Co-founder and Chief Strategy Officer, MarketMuse 2: Senior Content Strategist, MarketMuse

Publication date: December 1, 2023

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  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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