AI is currently all the rage. Clearly there’s a lot of hype around it, but this surging technology is much more than another fad. Artificial intelligence is changing the way we do business and marketing is no exception. From content to customer support and advertising, organizations in various fields are increasingly adopting AI to gain a competitive advantage.
Before we dive too deep into examples, let’s first take a closer look at the concept of artificial intelligence itself.
At its core, artificial intelligence allows machines to respond in ways that are comparable to human behavior. In simple terms, it enables software and devices to perform tasks that typically require the skill and expertise of a real person. When combined with companion technologies in machine learning and data science, AI becomes a potent marketing tool that helps organizations better understand their audience and greatly improve the user experience.
There was a time when AI inspired thoughts of computer automated weapons systems and blood thirsty cybernetic terminators. These days, the potential implementations are less dramatic, yet more realistic than ever. With that in mind, let’s examine three tangible ways to put marketing AI to work for your business.
1. Personalized Content Creation
Unfortunately, AI doesn’t have the power to spin up a blog post or video while you kick back and binge watch your favorite Netflix show. Bummer, I know. However, it can still play an integral role in the content creation process. Tools such as the aptly named Personyze harness that potential by tapping into its personalization skills. Fueled by its Personalization Engine, Personyze uses AI to glean data from multiple sources, then creates real-time profiles that tailor a unique experience for user.
Over the years, the focus of content marketing has shifted from mere relevance to personalization. By leveraging the ability to extract and process data from a wealth of applicable channels, AI can tailor personally relevant content that helps enhance customer relationships and foster brand loyalty over time. Personyze’s cloud-based platform is just one example of how companies are using marketing AI to carve out personalized user experiences across email, web, and mobile apps alike.
2. Tireless Customer Service
Speaking of customers, many have first-hand experience with one of AI’s most recognizable icons — the chatbot. Wait, you didn’t think those message bubbles that magically pop up and ask if you need help were sent by real people, did you? Chatbots not only have the ability to process and comprehend human speech, they can respond in a manner that is easily understood by you and I. What’s more, they can become more intelligent with time, essentially training themselves to comprehend more keywords and phrases in order to simulate communication with human visitors.
Let’s face it — all it takes is a single hiccup to turn a potential sale into an abandoned shopping cart. Whether it’s supplying discount codes, explaining the checkout process, or simply offering additional information on a product, these AI-driven utilities can fulfill the ultimate irony by humanizing your support team and streamlining the web browsing experience. At the very least, they can simulate the presence of customer service around the clock — even if that presence is limited to fielding basic inquiries.
3. High-Powered PPC Advertising
I think it’s fair to say that PPC advertising is a hit or miss investment for marketers. Competition for keywords is fierce, and success is rarely influenced by the size of your marketing budget. Marketing AI offers the promise of reducing some of the administrative tasks that tend to make managing paid ad campaigns such a drag.
Google Adwords, for example, offers responsive AI-powered ads that test different versions of your ad and decide which creative performs best for select searches. Third-party AI marketing tools can also prove just as, if not more valuable to campaign efforts as their onboard counterparts. For instance, autonomous marketing platform Albert not only strives to improve conversions, but helps determine where to launch your ads across the ever expanding digital media space. With minimal human input, Albert manages ad campaigns from planning and building to optimization and reporting.
AI is making a massive splash in the marketing pool and will surely have an even greater impact as technology evolves. Having said that, you should tread lightly and think practical when it comes to adoption. While organizations of all sizes are using it to some degree of effectiveness, artificial intelligence may not be the solution to your marketing conundrum at this point in time. Successful blogger outreach, influencer marketing & PR will still rely more on human interactions rather than AI processes. Companies must understand that AI isn’t the be-all end-all to marketing success.
So before hitching a ride on the bandwagon, take some time to figure out exactly what your business needs to thrive, and what problems can be solved by adding marketing AI to the equation. Only then will you know whether or not AI truly makes sense.
Guest article written by: Contel Bradford is a seasoned freelance journalist, author of multiple books, and content enthusiast. He’s always writing something and watching TV while doing so. Feel free to visit contelbradford.com to learn more.