The pros and cons of AI in marketing

Businesses are adopting tools that will advance them ahead of their competitors. One trend that’s likely to have a huge impact on all the above is AI in marketing. Once deployed, this chatbot answered more than 2.6 million questions in over 400,000 conversations, providing users with reliable and relevant information in real-time.

Why is AI in marketing important?

AI enables marketers to track campaign performance from mass-market messaging right down to individual social media posts. With the power of AI, marketers can leverage thousands of data points to optimise their measurement framework according to the targets and metrics that matter to the business.

For example, after a customer fills a cart, AI bots can provide a motivating testimonial to help close the sale—such as “Great purchase! James from Vermont bought the same mattress.” Such initiatives can increase conversion rates fivefold or more. With the development of natural language processing through AI, chatbots are now being used to augment customer service agents. Customers with more basic queries can refer to chatbots which will give immediate, accurate answers.

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Using the pandemic as an example, BlueDot is a program that already can analyze the likelihood of a disease spreading across the world. If worldwide or nationwide emergencies can be predicted in this manner, stores can automatically begin ordering more products like toilet paper, medicine, and more. Not only can this help maintain stock and improve sales for stores, but it can also help the public better manage the disaster and lead to a swifter recovery.

  • With big data, machine learning, and AI combined, there is little a savvy marketer can’t achieve.
  • According to the MIT Technology Review, 90% of executives claim their organization is using AI to improve customer experience.
  • AI will better equip marketers to determine future behavior so they can develop more effective marketing strategies or products.
  • AI can analyze thousands of consumer reviews to reveal insights in simple terms.
  • This increase is not surprising, particularly when you consider all the benefits that come with adopting AI technology in marketing.
  • Top authors, entrepreneurs, AI researchers and executives as they discuss AI case studies, strategies and technologies.

Although we might not like it, Artificial Intelligence is already part of our world. Taking advantage of certain benefits of Artificial Intelligence could positively impact your marketing efforts. As marketers, we have choices about how much we will allow AI to play a part in our strategies. Build, launch, and scale personalized cross-channel campaigns that have measurable impact.

Benefits of Leveraging AI (Artificial Intelligence) in Marketing

This is simply because there are so many tools with AI features that we are used to using without even thinking about it. To be clear, this isn’t what we think of as “general” AI – machines that have the capability to think and communicate like us and turn their hands to just about any task. Once companies acquire basic AI skills and an abundance of customer and market data, they can start moving from task automation to machine learning. These models became even more effective when the company began to ask customers to choose among Style Shuffle photos, creating a valuable source of new data.

  • Everything from generating personalized email body content and optimal email subject lines can now be improved with AI and machine learning.
  • However, most personalization methods with AI tend to start from the top down and personalize to the individual instead of an entire group.
  • AI marketing is the application of machine learning, deep learning, natural language processing, and other artificial intelligence technologies to solve key marketing challenges.
  • Modern digital marketing relies on technology to analyze the comprehensive performance of a business’ marketing campaign, and help guide future…
  • From there, you can create buyer personas or segments using AI tools, like news media monitoring orsocial media listening.
  • It’simproving business processes with artificial intelligenceand generating more effective marketing campaigns.

AI makes it easier to determine what works and replicates the process for optimal results in your content marketing. Adobe Premiere Pro uses AI for a variety of purposes, such as automatically matching colors and managing sound mixing against voiceovers. What’s great about content creation is that humans can create unique and interesting content that AI cannot, but AI can help us augment our talents to improve the quality of the final product.

Next best experience platform

Armed with big data insights, digital marketers can greatly boost their campaigns’ performance and ROI, all of which can be achieved with essentially no extra effort on the marketer’s part. While this definition provides an overview of artificial intelligence marketing at the most basic level, there is obviously much more that goes into it. The 2017 Real-Time Personalization Survey by Evergage notes that 33% of marketers surveyed use AI to deliver personalized web experiences. When asked about the benefits of AI-powered personalization, 63% of respondents mentioned increased conversion rates and 61% noted improved customer experiences. Interesting and important for companies to store is above all the customer data, from the pre-acquisition phase to the conclusion of the customer relationship – in a sense, the entire so-called „customer journey”.

  • AI allows marketing teams to quickly analyze vast amounts of customer data to predict a customer’s needs and wants and improve the customer experience.
  • Messaging can be tailored to the individual consumer, delivered at the optimal time, and without the direct intervention of marketers.
  • It brings the speed and precision of multi-touch attribution to marketing mix modeling.
  • It will be interesting to see how these marketing trends develop as AI becomes more intelligent.
  • Analyze the data you collected, of course, but do this using an AI-powered tool.
  • Big data can be processed at speed, utilizing data sets from across multiple digital channels.

Not a scattergun approach of bombarding consumers with offers that are not relevant. AI is deeply embedded into the digital marketing landscape, and based on the latest reports, more than 80 percent of industry experts integrate some form of AI technology into their online marketing activities. This vast adaptation of artificial intelligence for marketing purposes is no surprise considering that its benefits include task automation, campaign personalization, and data analysis, to name but a few. When asked about marketers’ main application areas of AI in a recent survey, roughly 50 percent of respondents from the U.S., Canada, the UK, and India mentioned ad targeting.


Enhance your knowledge and capabilities with AI-powered tools and partners to gain a competitive advantage as a next-gen marketer. AI is changing how marketers work, and teams will need to incorporate it in some capacity to remain competitive. $800 billion in additional revenue for brands worldwide over the next 10 years.

AI In Marketing

There’s no doubt that AI will continue to rise and play an important role in marketing. According to Drift’s latest State of Conversational Marketing report, chatbots are seeing faster growth than AI In Marketing any other brand communication channel, with usage increasing by 92% between 2019 and 2020. In fact, according to Google, it’s search over 10,000 times a month in the United States alone….

Frequently asked questions about AI marketing

Analyzing and implementing decisions based on data requires significant time and resources. AI can be used to create data models that combine the analytics and decision-making process, improving the efficiency of marketing operations. This facilitates more personalized marketing efforts, targeting consumers with the products they need when they need them.

With a new abundance of data available, online ads can become smarter and more effective. AI solutions can dig deep into keyword searches, social profiles, and other online data for human-level outcomes. One particular avenue of AI in content creation comes from its role in marketing campaigns via email.

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Concerns about AI applications like Alexa seem to be dwarfed by appreciation of their benefits. Stand-alone task-automation AI, despite its lower technical sophistication, can still be hard to configure for specific workflows and requires companies to acquire suitable AI skills. Bringing any kind of AI into a workflow demands careful integration of human and machine tasks so that the AI augments people’s skills and isn’t deployed in ways that create problems. For instance, while many organizations use rule-based chatbots to automate customer service, less-capable bots can irritate customers. It may be better to have such bots assist human agents or advisers rather than interact with customers. Using IBM Watson’s natural language processing and Tone Analyzer capabilities , the application delivers several personalized Behr paint-color recommendations that are based on the mood consumers desire for their space.

It allows organizations to develop a deeper understanding of customers and craft more engaging, personalized customer experiences. AI has transformed digital marketing and reduced the risk of human error while streamlining marketing campaigns. To truly connect with customers, you’ll still need the human touch — especially concerning compassion, empathy, and storytelling. However, when it comes to certain aspects of marketing, like predictive analytics and digital advertising, AI is capable of incredible things. For example, when your goal is to understand your customers’ needs and match them to appropriate products or services, this is where AI shines. Personalization is vital if marketers want to develop customer experiences that convert.

What are some examples of AI in marketing today?

  • Streamline their workflows to deliver more effective marketing campaigns.
  • Meet their customers' expectations head-on at every stage of their journey.
  • Boost conversions and prompt sales across a multitude of channels and touchpoints.