Whether you operate as a service-based business or an eCommerce storefront, the notion of implementing Artificial Intelligence (AI) into your website may a discomfort. Machine Learning algorithms have advanced to a point where the end-user simply cannot discern whether they are chatting with a sales representative or an AI while shopping.
According to studies published by Venture Harbour, 85% of customer interactions will be handled without a human intermediary by 2020. This is followed by a statement from 80% of business leaders who expressed that they have already implemented AI into their companies in some capacity and have experienced productivity growth as a result.
The data clearly shows that AI does impact everyday workflow for numerous companies across the globe. But how does this technology revolutionize digital marketing specifically? Can AI handle the marketing of your brand to potential customers like an advertising agency would be able to?
While it may seem far-fetched, AI algorithms are already capable of generating content for online publishing. The technology is already so far ahead that you may not be aware that an article was generated by an AI. A perfect example of this practice can be found in Forbes which uses its own Artificial Intelligence algorithm to create news articles.
The AI collects relevant information from across the web and generates unique blog posts based on what it gathered. Results of AI-generated content are created in mere seconds, something which would take actual writers and journalists hours or days to do correctly.
However, without source materials to look through, the technology simply cannot keep up with actual writers as of yet. Even though AI can’t generate content without raw data to work with, it is still a great addition to small companies with little in terms of resources to spare for hired writers.
One of the best reasons to consider implementing AI in your digital marketing is due to content curation. Customer bases are often comprised of people from different professional backgrounds, generational gaps and lifestyle choices. The same type of marketing content simply won’t appease every one of your followers no matter how well you curate it.
However, an AI might be able to curate the content depending on who accessed your website. According to Martech Advisor, Netflix managed to make up for $1 billion in lost revenue by implementing AI curation on their streaming platform.
The result of content curation is better targeting and management of what content is displayed to which user that engages with your website. The same principle can be applied to your online store, blog archive or forums which will make the content more appealing for new visitors.
Machine learning algorithms can often be seen in the form of chatbots across the web. These specialized AI algorithms serve the purpose of customer engagement and personal marketing.
