Artificial intelligence is a major disruptive force across a number of industries right now, and marketing is no different. A recent Salesforce study, for example, took the pulse of marketing leaders worldwide to see if—and, just as importantly, how—they see AI impacting their work over the next few years. And while some insights from the survey seem pretty straightforward, a few thoughts about how AI may impact marketing were a bit more surprising.

First, the straightforward parts—as you’d expect, the areas where AI is seen as having the biggest impact center on “big data,” campaign analytics and operational efficiency. Upwards of 60 percent of respondents envision leveraging AI to enhance predictive customer journeys, programmatic ad buying, lead scoring and digital asset management. Nothing too surprising there, as AI’s ability to crunch massive amounts of data and “learn” from it over time and through repetition.

Now, on to the more surprising parts: Marketers also see AI helping them make the customer experience more personal and more personalized. This speaks to one of the most interesting and lesser known aspects of AI. Sure, its impact can be huge across huge audiences, but its impact can be just as huge in enabling marketers to enhance their one-on-one engagement with customers—providing more personalized content as part of a more tailored experience and at ever-growing economies of scale. There’s power in personalization, and making it easier for marketers to personalize their customer experience may turn out being one of AI’s most profound impacts in our industry.

Simply put, AI will certainly help marketers think big—and think small.