Artificial Intelligence is proving integral to the digital products of tomorrow, and nowhere is that more true than in the marketing space. A new wave of startups are leveraging AI in their marketing platforms, and industry heavyweights are beginning to take notice as well. Companies like Amazon and Apple are even leveraging artificial intelligence to conduct voice-based marketing through devices like their Alexa and Siri platforms, respectively. This is only one use case of AI, but it’s illustrative of how the technology can help shape consumers’ buying behavior and help them make better purchase decisions.
A year or two ago, artificial intelligence was seen as a novelty by marketers, and not many were integrating the technology into their own applications. AI was merely a “nice to have” feature for many platforms, rather than being an integral piece of functionality. This year though, we’ve seen a marked shift in how marketers approach AI, and it’s clear that increasingly marketers are using artificial intelligence as an everyday utility to supercharge their marketing efforts, rather than as a simple novelty to gain a press headline or two.
Despite all of the talk about AI and its potential for transforming the way marketers interact with consumers, it’s often difficult to know where to begin leveraging the technology for one’s marketing strategy. This is a seriously fast-moving industry, and marketers who don’t keep up with the latest developments on the AI front will risk being left behind by their competitors. With that in mind, we’ve taken a look at some of the emerging AI trends that are set to define the space for marketers in the months and years ahead, while analyzing how they might fit into marketing strategies for organizations in the future.
One of the key value propositions of AI for marketers is that it reduces the cognitive workload involved with performing everyday tasks, but it can also be incredibly useful for producing creative content as well. In the future, using AI to fuel content creation likely will be a normal part of marketers’ everyday workflow. The beauty of artificial intelligence is that it can help create relevant marketing content based on dozens of inputs – from raw data, to targeting and segmentation criteria. The concept of AI-produced creative copy isn’t so far-fetched – in fact, several top-tier news organizations (including the Associated Press and Washington Post) are already using AI-based solutions to automatically file news reports from the field.
Solutions like Articoolo and Quill already make it easier than ever to create fantastic content on the fly using AI, and for marketers looking to scale their content creation without increasing headcount, tools like these could be incredibly useful. Instead of having to shell out big money for a content agency or a team of writers, companies can now use AI-powered creative tools to make their marketing content faster (and more creatively) than ever.
In addition to content creation, AI can also assist marketers in scaling their email marketing efforts. When using inputs like audience and segmentation data, AI-based marketing platforms will be able to automatically create content that is dynamically personalized to whoever is viewing it. Having dynamically personalized content will also boost open rates. Imagine being able to send out a single email campaign where the subject line of each email is tailored to each recipients’ interests and buying patterns. Being able to do advanced personalization at such a granular level is extremely powerful, and marketers would do well to begin investigating ways to leverage AI’s personalization capabilities within their own organizations.
But beyond just content personalization, AI can also help marketers optimize their campaigns for maximum revenue potential.
