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Beyond Science Fiction: How Artificial Intelligence is Changing Marketing Forever

Phillip Reinhardt

AI is a trendy tech term that’s been thrown around a ton recently. It stands for Artificial Intelligence and actually covers a rather broad set of technologies. At its core, AI includes any technology that uses past data to make future decisions more accurately or efficiently. In other words, it’s when a computer process learns and improves. This can include strategies such as Machine Learning, predictive modeling, and much more.

AI doesn’t have to be futuristic and terrifying like we see in Westworld. There are plenty of reasons to be excited about AI marketing, both today and in the future. In fact, here are four of the most interesting ways AI is already having a tangible impact on marketing:

1. Creating Content

Successful digital marketing campaigns require a massive amount of content. From blog articles to social media posts to product descriptions, companies have to utilize a lot of creative time and effort to make sure everything is in sync. Now, some companies are starting to use AI to generate more basic content within tightly pre-defined rules – things like news recaps, product descriptions, or report summaries. In fact, Gartner predicts that by the end of the year, 20% of all business content will be generated by AI instead of humans.

2. Optimizing User Journeys

An important aspect of digital marketing is tracking prospects and customers through your marketing funnel and delivering them the right message at the right time. Companies are already using machines to help optimize the user journey. Think of how companies like Amazon or Netflix handle product recommendation. They’re using the past decisions you’ve made, running them through their own algorithms and logic checks, and providing you with personalized suggestions. In the future, we can use the same process to deliver content, support, and or promotions as necessary.

Another interesting aspect of optimizing customer journeys comes in predicting when a customer is about to churn. AI-based algorithms can determine when a customer or prospect is becoming less engaged, or when they’re likely to start shopping around for a competitor. In turn, you can deliver content designed to proactively save them. It’s much easier to keep a customer before they’ve left you than it is to wrestle them back once they’ve left.

Moving people down the marketing funnel automatically is a huge benefit of using AI marketing tools.

3. Supporting Creative Teams

AI can handle much larger datasets than a human can, and it can analyze them with incredible speed. For example, if you’re looking to come up with topics for a video marketing series, you might ask an intern to catalog videos across certain topics to help with brainstorming. A machine would be able to handle the task much quicker and provider a much larger, and therefore much more useful, dataset.

4. Handling Basic Sales or Support Inquiries

The first chat-based robots were clunky and amusing but weren’t very useful for business. Today, however, you can use bots to handle first-level inquiries, sort of like an interactive FAQ on steroids. Bots can answer basic questions, handle first-level account authentication and provide simple information like account balances or due dates. This leaves your human staff to spend more time adding value and upselling. Best of all, bots today can be programmed to have a bit of personality, providing a better customer experience. Ideally, many customers won’t even know they’re not talking to a human!